I Write in Cursive

BACK WHEN KEVIN ABERGEL was working at MGI on the JETvarnish 3D press, the manufacturer was going to market with its first digital embellishment press. To get some human insight, Abergel wanted to know what people on the street thought of tactile embellishments. Not people who knew printing, marketing or even design, but regular people with no connections to the industry.


He took to the streets of Paris with some samples, randomly asking people for their take. To his surprise, everyone’s initial impulse was to reach out and touch the samples. Man, woman, child, old or young, everyone had the same reaction—a human reaction.



“Our brains are all fundamentally the same,” says Abergel, who today is President of Taktiful Marketing, a firm that specializes in consulting with printers, manufacturers and brands on how to harness the power of Touch Marketing. “What unites us is the subconscious need to touch and connect. I often used this philosophy in sales later. Whenever I would show a sample to a prospective buyer, I would always point out what their thumbs were doing when they looked at the printed sample. They subconsciously were ‘petting’ the print. I would then tell them the stats around the science of touch—its effect on perceived ownership and affective response, and how powerful of a sales tool that could be for them and for their customers.”

THE SENSE OF TOUCH IS AN ESSENTIAL PART OF HUMAN INTERACTION, AND BY RECREATING IT THROUGH HAPTIC TECHNOLOGY, WE CAN BRIDGE THE GAP THAT HAS BEEN CREATED BY OUR INCREASINGLY DIGITAL LIVES.” — KEVIN ABERGEL, PRESIDENT, TAKTIFUL MARKETING

Blink and they’re gone. Think about it. Imagine how it feels as you impatiently watch the timer tick down before you can skip an ad on YouTube. Add to it the ever-crushing mix of overflowing inboxes, a barrage of internet pop-ups, an overload of social media channels and formats—all vying for your attention. It is no wonder our attention spans have shriveled to under five seconds.


An infographic produced by Two Sides North America points out