Your brand stands for attention to detail. But the gift wrapping is nearly impossible to open, the print is crooked, and the zipper is stuck. Details like these don’t align with the impression you want to convey.
This is exactly where haptic communication comes in: People pick up an object and experience its qualities as they use it. The material, craftsmanship, and function complement what you convey about your company through words and images.
What does “haptic communication” mean?
Haptic communication conveys messages through objects and their tactile properties. In the case of promotional items, for example, these include a material’s surface, embossing, weight, or feel.
A product is perceived in context: What does it look like? How does it feel? And does it serve its purpose? That’s why it’s worth evaluating design and quality together.
Translating Brand Values into Specific Requirements
Terms like “quality,” “innovation,” and “responsibility” may seem abstract at first. They become more helpful when selecting products if you use them to define specific requirements.
- Attention to detail: Make sure the seams are neat, the finishing touches are precise, the materials are appropriate, and the packaging is well thought out.
- Simplicity: Choose a feature that is easy to understand and can be used without a lengthy explanation.
- Innovation: Check whether a specific feature actually makes a task easier for your target audience.
- Responsibility: Inquire about material composition, origin, potential uses, and available documentation.
- Personality: Choose a detail, a story, or a design that has a clear connection to your company.
This creates a clear basis for making a selection. You can discuss as a team how the desired qualities should be reflected in the product.
An example: The bag for a customer event
Let’s say your brand promises hassle-free solutions for when you’re on the go. In that case, a bag that folds up easily, is comfortable to carry, and offers enough space for its intended contents might be a good fit.
A large logo area is just one possible design choice. Equally important are comfort, fasteners, and whether the bag will actually be used in your customers’ daily lives.
This example shows how brand values can be translated into specific evaluation criteria. Which of these apply to your project depends on the audience and the intended use.
Use samples to check whether the impression is correct
A product photo shows the design. A sample also helps you evaluate the surface, craftsmanship, and functionality. If possible, try out the actions you’ll need to perform when using the product: opening, closing, carrying, or storing it.
Also check the finish. Does the design complement the material? Is the message clearly visible? And does the overall product look the way you envision it for your brand?
When making environmental claims, a certain appearance or a single material specification is not sufficient evidence. Determine which properties have actually been verified and how you can describe them correctly.
Develop Tactile Communication That Fits Your Brand
At cadolino, we work with you to identify the values your company wants to convey. Together, we translate these values into requirements for the product, design, and implementation—taking into account your target audience, budget, and timeline.
You can find inspiration in our client projects and showcases. Our article on sensory marketing with promotional items shows how scent, taste, or sound can also be incorporated.
