The Neuroscience of Touch

At this unique event, Doug Clark of Sappi will discuss communications through the lens of neuroscience, ultimately exploring how media shapes the brain and, consequently, the way a brand is perceived.

Haptics examines the study of how what we touch shapes what we feel, and explores the science behind why our haptic brains respond so well to haptic brands. Event attendees will also receive a copy of "Haptic Brain, Haptic Brand: A Communicator's Guide to the Neuroscience of Touch." The book profiles companies that have built deep emotional connections by integrating touchable media into branded communications, and offers some guiding principles to use as touch points.

Sappi has long been interested in understanding how media affects communications. A 2009 study by the market research agency Millward Brown caught their attention: using fMRI scans to measure how people respond to print vs. online communication, the study found that print leaves a “deeper footprint” in the brain. Sappi immediately wanted to know more, and wondered if there was a body of independent scientific research that would shed more light on how media shapes perception, and if any findings specifically looked at corporate communications. It turns out there was—and the research overwhelmingly finds people have stronger emotional connections and better memory of what they read about on paper. Designer Lana Rigsby proposed a scientific (vs. marketing) exploration and engaged Dr. David Eagleman as Science Advisor to the project.

Membership Level RSVP Online At-The-Door
Design Leader + Free $5
Sustaining $5 $10
Supporter $5 $10
Contributor $8 $13
Educator $5 $10
Student Member Free $5
Student Non-Member $5 $10
Friend Non-Member $10 $20
When & Where
Wed, Jan 27, 2016 6:00 PM - 8:00 PM EST
Olde Mecklenburg Brewery, Grosse Festhalle
4150 Yancey Road
Charlotte, NC 28217