REACH OUT AND TOUCH

THE JOY OF THE PHYSICAL IN THE DIGITAL AGE

17/03/2020 12:33 Welcome_3

THE THINGS WE TOUCH MEAN MORE TO US. We become attached to them. We understand them more deeply, rely on them, gravitate towards them. Print is a haptic experience. This publication – with its thought-provoking essays, eye-opening statistics, powerful illustrations and tactile pages – takes you on a journey to discover how the power of touch changes the way we think, feel and behave; and ultimately, infuences how we spend our money. Print is an enduring force in the digital age. We remember text and recall brand advertising more when we encounter them in print. We trust the printed word more than the pixellated one. Print excites the senses in a way that no other medium can replicate. Reach Out And Touch is published as a partnership If print were invented now, you would be amazed at this haptic medium – between Sappi Europe it’s a wonder format you can touch, carry and feel. Reading a magazine, book and John Brown. or newspaper – even a leafet or menu – is an experience that engages more of our senses by virtue of the paper’s physicality. As such, print can be a physical manifestation of a brand and our perception of it – it is trust, quality and value come to life in three dimensions. 8 Baldwin Street, Leading global paper manufacturer Sappi and award-winning content creator London EC1V 9NU. Tel +44 20 7565 3000, John Brown are passionate about paper, storytelling and engaging consumers in [email protected] a way that surprises and delights. This is why we have teamed up to create the www.johnbrownmedia.com haptic experience you now hold in your hands. We hope you enjoy the unrivalled trust, value and intimacy that you get from something you can touch. 166 Chaussée de la Hulpe, 1170 Brussels, Belgium Tel +32 2 676 9700, [email protected] www.sappi.com

Sappi North America 255 State Street Boston, MA 02109 www.sappi.com

COVER SECTION_Sappi Haptics North America_Sappi 71-74 Contents_5

06 Selling point How feel a ects purchasing decisions

10 Hello world The infl uence of touch from the womb onwards

Katerina Ian Birch Joann Peck 14 Icons of touch 46 The importance of packaging design Fotopoulou Ian Birch is former Joann Peck, PhD, is Editorial Director an Associate Professor Dr Katerina 22 Changing lives Fotopoulou’s research of Hearst, where he of Marketing at the How sight loss transformed an architect’s career focuses on topics that oversaw brands such as Wisconsin School of lie at the borders Cosmopolitan, Esquire, Business, University between neurology Harper’s Bazaar, Men’s of Wisconsin-Madison. 28 Feeling hands-on and Her research is and psychology. Health Good Introducing next-generation prostheses She is founder of Housekeeping, and primarily in the 28 the International Emap, where he helped areas of nonverbal Association for the launch Red, Closer and communication 30 Let’s get physical Study of Afective Grazia. He is the and psychological The enduring appeal of analogue technology Touch (IASAT) author of Uncovered: ownership. She began and Secretary of Revolutionary Magazine her career with a focus 36 Haptics in numbers Covers – The Inside on haptics, specifcally the International Facts and fi gures Neuropsychoanalysis Stories Told by the People product touch. Society. Who Made Them (Cassell). 38 My favourite Five leading creatives enthuse about their most treasured tactile experiences

48 44 See me, feel me, touch me 1414 A ground-breaking ad that excites the senses

46 Total recall New research in text comprehension

48 Good on paper Chris Downey Charles David Sax A paper engineer on her medium of choice As one of the world’s Spence The author of few practising blind Professor Charles bestselling books The 50 The power of print architects, Chris 10 Spence is the head Revenge of Analog: Real How the printed word remains a success, as a Downey, AIA, of the Crossmodal Things and Why They key part of brands’ multi-channel campaigns, consults on design Matter (PublicAfairs), Research Laboratory and in the rise of independent magazines for the blind and at the University Save the Deli visually impaired. of Oxford. He is (Houghton Mifin) He teaches at the interested in how and The Tastemakers 56 Keep in touch University of California, people perceive the (Public Afairs), David The rise and rise of the greetings card industry Berkeley, and is on the world around them; Sax is a writer and Board of Directors reporter who in particular, how our 58 The revolution will be printed for the LightHouse for brains process the specialises in business Exciting advances in paper technology the Blind and Visually information from each and culture. Impaired in San of our senses to form Francisco. the rich experiences 64 References that fll our daily lives. 38 Sources for statistics and studies 6_Selling point

TOUCH CAN BE AN ALMOST IRRESISTIBLE URGE FOR HUMANS. JOANN PECK EXPLORES WHAT THAT MEANS FOR CONSUMERS AND HOW WE CAN HARNESS THE POWER OF THIS FASCINATING SENSE

PHOTOGRAPHY BY ELIZABETH WEINBERG/TRUNK ARCHIVE 8_Selling point

The importance of touch should not in their purchase decisions when they’re a sweater or the softness of a pillow may be underestimated. ‘Keep in touch’ and unable to do so. These ‘high need for be critical to the purchase decision. SIMPLY TOUCHING A ‘on the other hand’ are two of the many touch’ people are the ones ripping open While we know that people touch to phrases that refect its historical primacy. packaging in stores in order to assess get product information, what may be less In marketing, touch has numerous the feel of products. While a magnifed obvious is that they also like to touch for PRODUCT INCREASES implications, yet it has lacked the visual may give ‘lower touchers’ the the sake of touching. They enjoy the attention it deserves. Internet shopping information they seek, it can frustrate interesting texture of paper, the silkiness OUR FEELING OF accounts for less than 9 per cent of global ‘high touchers’ as they will be even more of a soft shirt and the luxurious feel retail sales; one of the many reasons for motivated to touch. of cashmere. Even when they aren’t this is the absence of touch online. This Diferent product categories can also planning to purchase, the lure of some OWNERSHIP, WHICH powerful sense infuences customer infuence this desire. As touch is so products rewards touchers with a positive decisions in ways we may not realise. efective at assessing texture, softness, experience. They are touching for fun. INCREASES THE VALUE weight and temperature, if a product What are the consequences of all What motivates customers varies on one of these attributes, this touching? Some are obvious, while to touch? customers are more likely to touch it others are less so. One important insight OF THE PRODUCT Spending countless hours observing before deciding whether to buy. For is that if a customer merely touches a shoppers in stores has given me many example, they may select the most chilled product in a store, they are more likely insights. A key fnding is that there are bottle of wine if they plan to drink it to purchase it impulsively. In one large large individual diferences in how much soon. In buying a laptop for travel, they grocery study, I placed a sign encouraging people touch. Some love to touch and may pick up several to feel which is the touch (‘Feel the freshness’) by the become frustrated and less confdent lightest. And determining the texture of peaches and nectarines. This sign not only increased touching of the product, increases how much they are willing to example, a beautifully textured business people often keep more than one pair. it also led to a signifcant increase in pay for an object, since ownership leads card increases perceptions of the quality Free trial periods make customer unplanned purchases. So, simple touch to valuation. We ran several studies and of the business, as well as customer purchases more likely because they can increase sales. found that the valuation of a product satisfaction, while a higher-quality paper can obtain product information can increase as a result of touch. This brochure increased ratings of both a bank through touch and it increases their The endowment effect is partly because a customer may obtain and a health club. We also have some sense of ownership. Enabling customers to touch a product some information through touch that evidence that having a tangible touch cue It is simpler to encourage touch in also increases the valuation, or the they would not otherwise have. Think at the end of an experience is especially a store than online. A display or packaging amount they are willing to pay for that about the packaging of pens that allows persuasive. Business cards being given out with interesting textures may compel product. Forty years of research has a customer to feel the grip prior to at the end of an exchange, or a restaurant a shopper to reach out and touch a shown that an object’s value increases purchase. This additional information bill being delivered on pleasant-feeling product. For example, placing soft once a person has taken ownership of it adds value, and hence increases the paper or encased in a textured folder, sweaters centrally in a customer trafc – the endowment efect. In other words, amount a customer is willing to pay may boost customer evaluations of the pattern will encourage touch exploration. we value what we own. Further studies for them. So, simply touching a product service even further. Once it is in their hands, that sense of have examined the endowment efect in increases the feeling of ownership, ownership is already forming. the context of psychological ownership, which increases the value of the product. In the hands of the customer Even if a product doesn’t have an or the feeling that something is ‘mine’. This is an extremely powerful idea for Knowing what we know, how can we obvious touch attribute, customers can Psychological ownership can tie someone marketers to understand. harness the power of touch? There are be encouraged to feel it. Apple retailers to an object in an emotional way. Touch can also be persuasive. I have implications for online companies as strategically tilt the screens of laptops so For example, you may think of a found that touch that is pleasant, or well as for more traditional bricks-and- that customers must physically adjust – parking space or a seat in a cofee shop even neutral, infuences customer mortar establishments. And often, and therefore touch – the screens in as ‘yours’. You do not legally own them, responses. We partnered with a local strategies can be complementary, using order to view them. yet you feel an ownership connection. children’s museum to design a brochure the best of both. First, it is important Impulse purchasing, an increased Because of this, you may feel infringed encouraging donations. The front of the to get the product in the hands of the feeling of ownership, higher valuation upon if another person is using your brochure included a soft, fuzzy circle as customer. Many online companies and higher customer satisfaction: the parking space or seat. Conversely, a great part of the design. This was not a product ofer free shipping and friendly return benefts of touch in marketing are huge. aunt may give a gift that isn’t really ‘you’. attribute, but it did ft with the ‘hands-on’ policies, which are essentially letting So invite touch. Invite play. People are While you legally own the gift, you may concept of the museum. This inclusion the customer test-drive the product seeking experiences and to have fun. not feel any psychological ownership or of a touch element increased customer and foster a sense of ownership. Once Use touch strategically to add richness connection with it. willingness to donate time and money a product is in the customer’s hands, to the retail environment. The results are One antecedent of psychological to the organisation, further emphasising they see it as their own and they value extremely valuable to marketers as well. ownership is control. If someone can the power of touch. it more. For example, an online optician Joann Peck is Associate Professor of Marketing control something – even physically In the context of services, we have may allow a customer to try fve pairs at the Wisconsin School of Business, University control it through touch – they are found that a touch element can lead to of glasses at home and choose which of Wisconsin-Madison. For references, see more likely to feel ownership. And this much larger customer inferences. For ones to keep – and results show that pages 64-5. information about what the other party may have been intending to communicate. As a result, emotionally painful feelings of social rejection, as well as physical pain, can be reduced by touch alone. In essence, HELLO touch is indispensable as it allows our minds to speak the language of the body.

Our earliest sense Touch is the fi rst of our senses to develop, our earliest form of communication and WORLD the fi rst sense to reach maturity, remaining central throughout our lives to how we It is the fi rst of our senses to develop learn about our own bodies in relation in the womb and it remains central to to the world and others. Studies have long shown that babies respond to their our psychological and cognitive growth. mother’s touch while in the womb and Neuroscientists Katerina Fotopoulou and that twin foetuses will initiate movements intended to touch each other even before Laura Crucianelli detail the power of touch 20 weeks of gestation. Interestingly, one of the most infl uential contemporary ILLUSTRATIONS BY KARI MODÉN theories of child psychology, the attachment theory, suggests that physical We tend to think of touch as the sensory contact is the central requirement for ability by which humans explore surfaces healthy psychological and physical and materials. Yet science suggests development, signalling as it does to the that touch makes far more important baby a responsive and caring environment. contributions to human life. It not only Close bodily contact is seen as superior to brings the skin, our largest organ, in contact other forms of comfort, particularly when with the physical world, but it also directly an infant is distressed or needs soothing. connects our body to the social world. Touch is also important for the We have known for a long time that perception and communication of touch is a unique and powerful non-verbal psychological values, especially during channel of communication. A momentary social interactions. This dual function touch by a waiter or a salesperson can of touch, informing us about both the increase a person’s positive evaluation of physical and the emotional aspects of one’s the encounter, their tipping and even their bodily experience, depends on mechanisms purchases. It was, however, as late as the that can be found both on the skin and in early 1990s when physiologists discovered the brain. Touch typically occurs among that humans, like other mammals, may other sensory and motor experiences have a dedicated neurophysiological system and in given social contexts. Moreover, for the perception of a gentle, slow, soft, each individual has a touch history, with stroking touch – that which occurs between memories of it starting in the womb and a mother and her baby or two lovers. becoming progressively tightly linked with Subsequent experiments have shown that other sensory and emotional experiences. we are primed to perceive pleasure when For example, consider holding a lemon either receiving or giving this kind of touch, in your hand and closing your eyes. As and we experience it as socially supportive, you explore its familiar shape and feel, even when we have no other cue or it’s almost impossible not to think of its colour, its smell and the acidity of its taste. These di erent sensory properties, perceived at di erent times and by di erent senses such as vision, touch, smell and taste, are nevertheless unifi ed in our memories and hence in our current perception. The same multisensory integration underlies many The power of touch_13 of our cherished tactile experiences, such as couples can lead to decreases in blood stroking a purring cat, applying a perfumed pressure and stress, and can reduce body lotion or tracing the letters of an physical pain. Similar fndings are piling impactful sentence in a book. up regarding the role of hugs, massage This integration of touch with other and other touch-based ways to infuence sensations is how we build the foundations the neurochemistry of the brain of our sense of self. It starts with being associated with stress, pain and bonding. cared for as a child, when we deploy all the senses. We go through the routines of The effect of touch on the brain being fed, washed, calmed down and put Most theories link the efects of touch to sleep. Through these experiences, we with three neurochemical systems in the gain multiple opportunities to learn how brain – the cortisol-based stress-reactivity to recognise and regulate our own needs system, ‘social’ hormones such as oxytocin within the context of a safe environment. (the feel-good hormone sometimes known as the love drug) and the opioid system. A natural medicine Work in other animals has confrmed the Thus, emotional touch in early life is importance of touch in these and other fundamental for the healthy development neurochemical systems. Afliative touch of both body and mind. As we progress behaviours, such as grooming, tactile play through life, we gain a drive for social and tickling, have been shown to stimulate attachment, proximity and interaction the production of the body’s natural that is learned from those frst months. opiates, the endorphins, so that, for When we move on to experience separation example, the more grooming a monkey or rejection by others, we may experience receives, the greater the changes in the psychological pain. Yet it transpires that if brain’s opioid system. There are also rejection hurts, touch can also be a source similar fndings in animals as regards the of healing. Seminal rodent studies have fow of oxytocin, known to be released shown that the frequency of maternal tactile during orgasm. What these neurochemical behaviours, such as licking and grooming, systems seem to have in common, other early in life play an important role in than their tight links with touch and social determining behavioural responses to stress bonding, is their association with sensory in the short term, as well as in adulthood. pleasure and analgesic efects. There’s no When puppies are separated from their doubt that positive touch has a unique mothers, the loss of touch inhibits secretion evolutionary role in linking us to other of growth hormones and DNA synthesis, members of our species and regulating and stimulates excessive stress responses. our health in the process. Importantly, these efects can be selectively For references, see pages 64-5. reversed by soft, gentle stroking of the puppy, but not by other types of stimulation. It has also been proved in humans that social touch is a very good medicine for SOCIAL TOUCH stress and pain of many kinds, as it is capable of stimulating the body’s natural painkillers. IS CAPABLE OF Simple, everyday behaviours, such as hand-holding with partners, family members STIMULATING THE or friends, are capable of regulating both BODY’S NATURAL mental and physical stress and pain. Several investigations in adults have found that PAINKILLERS, WHILE warm, social, physical contact among WARM PHYSICAL CONTACT AMONG COUPLES CAN LEAD TO DECREASES IN BLOOD PRESSURE The real thing_15

Multisensory packaging is the one most likely to attract customers. Charles Spence, Professor of Experimental Psychology at Oxford University, explains how the desire to touch something physical increases impulse purchasing

PHOTOGRAPHY BY ANDY BARTER

The past few years have seen a rapid even though the bag-in-a-box represents in people rating the contents as being of Aside from weight, we tend to prefer a special tactile coating technology, Finally, there is the frmness of growth of interest in the multisensory a more sustainable form of packaging, higher quality and, in the case of edible products that we fnd easier to grasp, which created ‘drops’ resembling the the packaging. Research in the USA design of product packaging. people experience wine sold this way products, likely to be more satiating. or even to imagine grasping, slightly condensation that appears on a can in demonstrated that whether a drinking Traditionally, the focus has been on as tasting diferent – inferior, in fact – It even afects our perception of scent. more than other products whose the fridge. With one’s eyes closed, say, vessel was fimsy or frm infuenced how packaging’s look, but now designers, than the same wine served in a Our researchers documented a 15 per packaging we fnd it harder to imagine or when feeling around in the bottom a soft drink was rated. Putting these marketing executives and research cork-stoppered bottle. cent increase in perceived fragrance picking up or engaging with. Packaging of the ice bucket, it would still be possible various factors together, the combined scientists are starting to think much intensity when a handwashing solution designers take advantage of this by to identify the Heineken can from all of diferences in weight and frmness may more carefully about how it sounds when Weighted for quality was presented in a heavier container. creating afordance points (clues about its smooth competitors. It’s worth noting, help to explain why so many people it’s interacted with, how it smells and, In some of our own observational Little wonder that perfumes are still how the product should be used) that as well, that embossed labels or crests believe that beer and Coke tastes better increasingly, what it feels like in the research, we were able to demonstrate so often sold in heavy glass bottles. improve grip or add texture, such as the on the front of bottles and cans serve out of a glass bottle than from a can. hands. The aim is to create a signature a correlation between the weight of This is a particularly interesting indentation on many roll-on deodorant to encourage the customer to pick up the Research we conducted with Andrew sensory cue that distinguishes one brand a wine bottle and how much you pay. By challenge for designers, given recent cans. Some brands then place important packaging in order to feel the texture. Barnett of Barney’s Beer at the Edinburgh from the rest – think of the iconic shape analysing several hundred bottles in an moves towards light-weighting, and details, such as the brand logo, near this Recent research has also questioned Science Festival demonstrated that of the Coca-Cola bottle, or the look and Oxford shop, we found that for every even eliminating product packaging point, as the eyes usually precede the if packaging can be given a natural feel. simply knowing that a beer had been feel of the Jif lemon juice packaging – extra pound that you pay for a bottle of wherever possible. As such, a number hand when picking up an object. The intuition here is that a product will poured from a glass bottle was sufcient as well as enhancing the consumer’s wine, you get an average of 8g more glass. of researchers are currently trying be rated as more natural or authentic to make people say it tasted better than experience of the product. Astute marketers, of course, are already to fgure out whether they can use Signature feel if that is how the packaging feels, too. a glass of beer that they had seen poured It is becoming increasingly clear that on to the potential benefts of adding other cues, such as colour, to give the Beyond the weight and afordances of Some years ago, Japanese designer Naoto from a can instead. people’s feelings about a given product weight to packaging to indicate quality. psychological illusion of weight to their the product packaging, the next thing Fukasawa produced some hyperrealistic In conclusion, therefore, it seems that are very often infuenced by their response In fact, I have heard that the correlation product packaging. Interestingly, many to consider is how it feels to the touch – packaging designs that perfectly rendered the weight, texture/feel, compressability to the packaging. One of the classic between price and weight is even stronger studies conducted over the years have is it rough or smooth, for example? the complex feel of the outside of a and temperature of product packaging examples of the power of packaging in the case of lipstick (another product, demonstrated that white or yellow Does it have the feel of a specifc strawberry, a banana’s skin and, most are probably all much more important comes from studies on wine. It has been note, with a size that is essentially fxed). objects tend to feel lighter in the hand material? A few years ago, the plastic impressively of all, the hairy feel of a kiwi determinants of the customer experience shown that people tend to prefer wine In our research over the past decade than black or red ones of equivalent packaging of Velvet toilet tissue was fruit. While not cheap, these packaging than people generally realise. And, as from cork-stoppered rather than screwtop or so, we have found that adding a small weight. That said, it is currently unclear treated to give it a luxurious, velvety textures show just what is possible when such, it is probably high time that we bottles, even if they can tell no diference weight to everything from boxes of whether it may be saturation rather feel. Similarly, Heineken created a it comes to the feel (and appearance) of all wake up and feel the packaging. under blind tasting conditions. Similarly, chocolates to cans of fzzy drinks results than hue, per se, that is the key factor. distinctive feel on its beer cans using packaging design. For references, see pages 64-5. The real thing_17

TOUCH & SNIFF

GUERLAIN Originally sold in pots, French brand Guerlain’s first bullet lipstick was unveiled in 1870. In 2009, the company pushed the boundaries of lipstick luxury to the hilt with Rouge G, which has a weighty, curvaceous casing that integrates a sleek double mirror and has a satisfying click closure. Jeweller Lorenz Baumer was enlisted to bestow the design with the look of a precious jewel. The packaging of the Rouge G has evolved by offering a bespoke case for the refillable lipstick, making it a sustainable option that represents the brand’s environmental policy while giving the customer a genuine heirloom.

JIF LEMON Taking its cue from nature itself, this bottle was developed by designer Bill Pugh in the 1950s, who carved a wooden core and covered it in peel before creating the plastic mould. This haptic package replicates the feel of squeezing an actual lemon, but more conveniently and with less mess. 18_The real thing CHANEL No5 Designed in 1921 by Coco Chanel, the simple lines and plain white label of The Classic Bottle became as iconic as the fragrance itself. The chiselled stopper was inspired by the geometry of the Place Vendôme, which Coco could see from her room at the Ritz in Paris. Each bottle is opened by breaking a thread held in place by a wax seal – a unique moment of tactile sensuality.

COCA- COLA The original Coca-Cola bottle was patented in 1915 by the Root Glass Company, whose brief was to see off imitators and develop a bottle ‘so distinct that you would recognise it by feel in the dark or lying broken on the ground’. Coca-Cola has always prioritised haptic qualities in its packaging, from the embossed glass logo to the curved shape. The real thing_21 APPLE With an entire ethos built around brilliant design, Apple creates packaging to be an extension of the tech within – smooth, simple and intuitive. Opening an Apple box is a truly sensory experience – it’s slow and seamless - with a devoted fan base. Unboxing iPhone videos are a YouTube phenomenon - one for the iPhone X has had more than 13 million views to date. The psychological theory is that these unboxing videos are aspirational, encouraging an appetite for something the viewer wants but doesn’t yet have – the perfect marketing formula.

TOBLERONE The triangular shape of this bar is so distinctive that even if it’s stripped of its branding, it’s instantly recognisable. Patented in 1906, the chunky peaks of chocolate resemble the famous Swiss Matterhorn pictured on the packaging. Bern, where it is produced, is represented by a bear superimposed on the mountain. Changing lives_23

IN 2008, FOLLOWING THE REMOVAL OF A BENIGN BRAIN TUMOUR, ARCHITECT, PLANNER AND CONSULTANT CHRIS DOWNEY LOST HIS SIGHT. RATHER THAN THINKING OF THIS AS A CAREER-ENDING EVENT, CHRIS BEGAN TO RELY ON HIS OTHER SENSES – MOST OF ALL, TOUCH – AND DISCOVERED THAT A WHOLE NEW UNDERSTANDING OF ARCHITECTURE WAS POSSIBLE. HERE, HE EXPLAINS HOW HIS BLINDNESS HAS BROUGHT A UNIQUE PERSPECTIVE TO HIS WORK

INTERVIEW BY WILLIAM SIGSWORTH Changing lives_25 THE FIRST IMPACTFUL EXPERIENCE OF A BUILDING IS THE GRIP OF THE FRONT- DOOR HANDLE. TOUCH CONTRIBUTES IN AN ALL-ENCOMPASSING WAY

feeling buildings everywhere we go. People might Visually Impaired. We were designing the staircase to think that is what blind people do, too – touching link the three foors of their space. That stairwell was buildings to feel our way around – but that’s not the the heart of everything, the unifying element of the experience whatsoever. three separate foors – without it, you’d have to leave There are things we architects know are going to get the space to use the elevators in the surrounding touched, such as a doorknob or a front door. Think of building’s common area. The staircase was very those haptic moments in life. One we often experience important, as was the experience people would have is a handshake. Without sight, the frst thing I have to when they used it. work with when I meet someone is their voice. You While I was designing the handrail, I remembered can tell a lot: how tall they are, based on where the a past visit to a museum. Going down to a lower gallery, voice is coming from (as long as you understand the I’d found the frst step with my cane and reached for level of the ground – are they on an incline?). You also the handrail. The minute my hand took it, I was get a glimpse into a person’s personality from their stopped in my tracks. It was unlike any handrail I’d speech patterns. But it all happens so quickly as, ever felt, ftting the hand incredibly well. I had to without sight, you have to focus so much more on it, take a photograph of it. while still listening to what they say. Then you have When we were designing the staircase for the the handshake: by its intensity and its length, you can LightHouse, we studied that photograph. At frst, almost sense the sincerity of the grip. The same is we created drawings. I would sketch the designs, and true of a front door. That frst, immediate, impactful then the architects I was working with would draw experience of a building is the grip of the front-door it on the computer, and fnally I would print their handle (unless it has an automatic opener). drawings to work with. But I realised that there was I also really like to think about the sequence of something wrong with the process: we were doing it things as you move through a building, what you know all visually. We couldn’t grip these drawings, we couldn’t you are likely to physically engage with, and then experience them. So, instead, we created a 3D print design that object for each moment in the sequence of all the sections of the handrail we were exploring, Though incredibly important to an architect, touch experience is visual, leaving just 20 per cent for Chris created this of experience. Touch, then, may or may not be which allowed us to actually grip it ourselves. It really is not a sense that is always appreciated by us. In fact, everything else. Our sense of taste doesn’t have tactile handrail for immediately understood by the visitors to the transformed the process into one appropriate for the the LightHouse a criticism often levelled at our profession is that a whole lot to do with architecture, but the senses for the Blind and building, but it contributes to the experience in sensory experience it was being tailored to. we have become so visually orientated. With all the of touch, smell and hearing are so important. Visually Impaired an all-encompassing way. screens we now work with, sight is easy and quick – Embellishing our understanding it gives us the ability to see at a distance and we don’t The haptic moment The creative touches Thanks to the tools I use in my design, I can feel the even have to be there in person. But in reality, the end Touch is especially key, as it is almost the antithesis of In architecture, we use drawings to drawing. For architects, the mind plays an important product is not on a screen, it’s not a representation; sight: sight is distance, it’s detached, there’s no direct design our work. We may use models, part in visual design – you’re an active viewer, a critical it’s a real thing in space and time. And a big part of physical relationship between the viewer and the too, but they’re also about visualising viewer, so your mind is hard at work, thinking through that is the full range of sensations that you get only object seen; touch is the most immediate, the most the space, rather than the surfaces – each condition, how it fts into the overall experience by physically experiencing a building. impactful sense – it’s how you directly engage. Touch seldom are they designed to be explored and what you’re trying to achieve. With sight, the reaction is, ‘Oh, that looks good,’ really does inform that sense of complete architectural through touch. In my work, however, My tactile perspective makes everything so much as opposed to, ‘That feels good.’ Touch is something design. When you transform ‘It looks good’ into ‘It touch is a vital part of the design process. more immediate. Reading a plan through touch is subtler, as it might not come to mind as quickly. For feels as good as it looks’, that’s a better place to be. I worked on a project in San Francisco very diferent from looking at it visually, and in some most people, 80 per cent of the environmental sensory That’s not to say that as architects we go around called the LightHouse for the Blind and ways more difcult: you don’t see the whole thing Changing lives_27 READING A PLAN THROUGH TOUCH IS VERY DIFFERENT FROM LOOKING AT IT VISUALLY, AND to walk down the stair holding onto that handrail, THE TOOLS IN SOME WAYS MORE DIFFICULT you notice what wasn’t considered, such as the edges OF THE TRADE and that it’s not comfortable to grip. It changes your 1. Wax sticks immediately and then understand the detail; you find as I, with my fingertips in the space, review, study perception of the building. And if you don’t have I use these where I the detail first and then have to build out to the whole. and move through it. sight, and that’s the only thing you experience, it can feel the drawing It can take a while to figure it out, but once you do, An architectural drawing can be as detached as doesn’t leave you with a good impression of the underneath that I’m working on. It’s like once you have the lie of the land, you can really work sight. If we’re just looking at it, we tend to look at it building – whether you’re conscious of it or not. I’m looking at it with it – because you’re in the space. It’s like the for its compositional value: ‘It’s a good composition, And then there are the surrounding textures. through tracing paper parable of the group of blind men who have never seen great job! You can go home now.’ Whereas with a Something I never thought about when sighted and and drawing on top, only an elephant and are each touching a different part. sense of touch, and your mind needing to be active working as an architect was the wall surface behind everything is tactile. Each man conceives of the elephant in a different way, in thinking through all those things, it takes you to the handrail. One of the principles of universal design 2. 3D-printed models based on their limited, subjective experience – the one a deeper level of understanding what it would be like is tolerance for error: the appreciation that not We did a 3D print feeling the animal’s trunk has a very different mental to be in that space. everyone uses things with the same level of precision of all the sections we picture from the one who is feeling the flank. or dexterity. I was in a convention centre once, which were exploring for a As I work with a design over time, my understanding Not good to touch had a handrail attached to a very rough wall. When handrail, and then we Chris consulted on gets embellished with all the surfaces that define a If not done well, the wrong sense of touch in I ran my knuckles across the wall, it felt like running were able to actually San Francisco’s grip it ourselves – and Salesforce Transit space: the floor, the walls, the ceilings, the windows, architecture can be hugely detrimental. It can go your fngers across a cheese grater. It may have looked have the client work Center, helping to the lights, even the colour, how the light comes to the from, ‘It looks good,’ to, ‘Oh my God, this thing feels very nice, but it didn’t support that notion of with it – to narrow down create a navigable space – a lot of the things we think about visually. horrible.’ For example, something often done is a imprecision or tolerance for error. the things we liked. path for visually Then we kept evolving impaired Having had sight for 45 years, I can still visualise the simple steel bar handrail – it might look really crisp It’s short-sighted, if you’ll excuse the pun, not to the design based on how passengers space, it’s just a matter of engaging in it intellectually and really good in a drawing, but the minute you try anticipate that people may accidentally hit an area it fitted the hand, not around a tactile surface. And the sense of touch is not how it looked visually. just based on what you feel with your hand – it’s about your whole body. After all, we’ve all experienced good 3. Embossing printer benches and bad benches. There are two ways you I take drawings people understand a surface underfoot when you’re blind: one see and turn them into PDFs – they look like is with your cane, as your cane tip hits the ground and normal drawings on the the texture is vibrated through the shaft to your hand; computer screen, but my the other is through your footfalls, which is also true printer converts all the of sighted people. You don’t get the same level of texture lines to a tactile perception as you do with your cane, but you can glean experience, so I can ‘read’ them. a lot of information. You get a sense through your feet of the overall character that the building conveys.

A building design should always be considered as FEEL-GOOD a tactile experience as well as a visual one. I need to BRANDING In 2017, chocolate brand anticipate the areas that get touched intentionally Maltesers created a or accidentally. Architects are accustomed to putting Braille poster – made together material sample boards. We put materials with model chocolate next to each other to get an overall sense of the colour balls – to promote palette and what comes through that colour, such as diversity in advertising. The poster, on display at the warmth or coolness of the space, but this process a London bus stop, read: is typically done on a visual level. I use those materials ‘Caught a really fast bus to evaluate the tactile experience as well – not just the once, turns out it was surface, but selecting a material that has the properties a fire engine,’ to tie in that will enable you to do the joinery, the edges, the with Maltesers’ ‘Look on the light side’ campaign. corners and the bends in a way that all contributes to Audio directed people to that experience. Anticipating those things that will be Facebook if they needed

Photography: © Don Fogg, © Don Fogg/Mark Cavagnero© Pelli Clarke Associates Pelli Architects/Transbay Architects, Joint Powers Authority touched is vital to the architectural design process. the Braille translated.

Sappi_Sappi_Haptics_North_America_p022-027_158533_r3.indd 26 4/29/20 8:56 AM Changing_lives.indd 27 02/03/2020 14:49 Changing lives_29

21st-century prosthetics are incorporating Prostheses – artificial devices designed to ground-breaking haptics to enhance replace a missing body part – have existed for thousands of years, from artificial toes the life of the disabled user in ancient Egypt and shield-supporting metal hands in the Middle Ages through to lifelike plastic limbs in the 20th century. Nowadays, previously rudimentary prostheses have been replaced with carbon-fibre appendages, which are stronger, lighter and even capable of a range of movements. But until recently, every FEELING iteration of these devices had been missing a crucial feature: the sense of touch.

Intuitive connections Recreating muscle sense ‘Touch helps guide us through every The impact of this innovation is movement we make,’ says Dr Marcia significant. A 2017 study by Dr O’Malley HANDS-ON O’Malley, Professor of Mechanical and her colleagues found that tactile Engineering at Rice University. ‘For feedback on the skin allowed blindfolded able-bodied people, it’s a totally instinctive test subjects to more than double their sense. Imagine you pick up a cup of coffee. ability to discern the size of objects You know how far you need to reach, how grasped by a prosthetic hand. The hard to grasp the mug, how smooth the artificial limbs that Dr O’Malley works mug is, its temperature and how to get it with are non-invasive, although there are to your mouth, all because of your sense more advanced prostheses that rely on of touch. People who use prostheses can’t surgical integration, such as DARPA’s decipher this information without actively Revolutionizing Prosthetics programme, relying on other cues and senses, which where electrodes or wires are implanted makes basic tasks much more challenging.’ around nerve bundles under the skin. But Dr O’Malley and her research team have according to the study, even non-invasive spent years working on technology that prosthetics could help replicate the vital will enable prostheses wearers to overcome ‘muscle sense’ that prostheses wearers lack. these obstacles, identifying haptics as the most promising solution. Refining the basics Haptics-equipped prostheses contain Dr O’Malley concedes that prosthetics electrodes in a socket that fits over the face some challenges, but says that haptic stump of an arm. When the user flexes technology has given the field a new focus. the muscles that remain in the stump, ‘It’s one thing having a device that can electrical signals are picked up by the move in all these humanistic ways, but electrodes, which relay messages to the users’ actuators – that is, the different prosthetic hand, telling it to open, close, things they can do with their existing grasp or extend (‘there’s some muscle muscle to facilitate these different training involved for the user,’ says movements – are more limited. We’re Dr O’Malley). This feeds back with working on ways to expand this, but right a haptic response that gives the user now we have to prioritise and refine the a more intuitive understanding of the most important movements, and it’s object they’re holding. A ‘squeezing’ haptic feedback that’s adding a vital level sensation around the stump might reveal of functionality.’ As Dr O’Malley notes, how hard the hand is grasping, for prosthetics will never enable wearers example, while vibrations might indicate to regain the sensation of their missing

Words: Rachel England. Photography: Getty England. Rachel Words: Images texture or that the object is slipping. limb. However, innovation in the technology does mean that artificial limbs will become more naturalistic, helping users regain the functionality only possible through the sense of touch that so many of us take for granted. For references, see pages 64-5. 30_Embracing analogue

let’s get physical

David Sax enthuses about the success of the analogue fightback in the digital age

ILLUSTRATIONS BY TOBY TRIUMPH 32_Embracing analogue

Sales of printed books, vinyl records, You see this most interestingly in upon which a robust business model can us happy. It gives us something that’s instant flm cameras and other analogue digital companies, which, far from being be built that points towards a proft. tangible, whether it’s holding a novel in our WE ARE GRAVITATING media are on the rise. But what’s driving it, Luddites, have the best technology at A physical product, with its identifable hands, having vinyl on our shelf, or seeing if the digital alternative is readily available? their disposal. Google, for example, uses costs per unit, is a measurable means a photo emerge from a camera that can be TOWARDS THAT Those of us who are gravitating back to paper in the frst stage of product design. of assessing revenue. This is versus a pinned to a board, framed or given to analogue in some way are not doing it as All designers and engineers take a typical digital start-up, whose business someone – these are the sorts of things a rejection of digital; rather, we’re actually mandatory course on how to draw these model is based on free user access in that the digital equivalents simply cannot PHYSICAL EXPERIENCE drawn to it as a complementary technology things on paper. This is because Google order to acquire numbers, in the hope deliver. And it is something that is really to the apps, software and hardware that discovered that it makes the ideas better that it will one day get bought out, but deeply, inherently human and relates to BECAUSE IT MAKES US we use every day, in work and at home. and less constrained than if they were which doesn’t actually make any money. who we are as consumers. We like physical We are adopting analogue because it created using software. (Think Uber or Spotify.) matter, we want to be able to buy things HAPPY. IT GIVES US provides something that digital simply Another example is Amazon, which and give things and play things and have cannot. After a long period using digital eschews PowerPoint in favour of paper Deep connections things strewn about our house and hold SOMETHING TANGIBLE technology – around 20-something years memos for executives to read quietly for The second reason for our embrace things in our hands. The psychological – we’ve had time to evaluate its benefts 30 minutes before discussing at a meeting. of analogue is what I call ‘analogue for and emotional rewards are much the practical focus on productivity and physical object that indulges our haptic and also where it might fall short. They cannot use devices in that period, the heart’. Illogically, we’re indulging higher, and we are willing to pay for that. the illogical, irrational, but very much sense. Touch is still one of the most We’re rediscovering analogue – or, for so everybody is literally on the same page. in things that we’re told should not exist Interestingly, the consumers that romantic and pleasure-driven reasons. important ways we have to experience young consumers, adopting it for the frst They are able to digest ideas without or are too costly or too cumbersome. are driving this analogue trend are the the world that we live in. We spend time – for two reasons. The frst is for distractions, which enables them to have After all, books, vinyl, flm photography younger ones – the generation Ys, the Analogue touch all day touching things with every part purpose and productivity: when we feel a more focused conversation, rather than and board games can all be simulated millennials and, increasingly, those Touch is a huge part of this, if not the of our body; it’s the way that we frst it delivers a better performance. So, for staring at a presentation flled with stock on a phone, for relatively little money, even younger. They have grown up with major part. You can hold a tablet or a communicate with the world as a child. example, we take notes in a Moleskine imagery or being diverted by their phones. taking up no space and having less of digital technology and it is as familiar to phone in your hand, of course, but you’re When we have a digitised version of notebook not out of a sense of nostalgia Many other companies use whiteboards, an environmental impact in terms of them as the air around them. So there is doing so merely as a means to look at something, touch is completely or romance, but rather because it is a or fnd ways of involving paper and what they take to produce (for example, a novelty and a deep connection to these something else on it. And everything on eliminated. The reward we get from functional action that delivers a diferent physical things in the design process, a sound fle versus a vinyl record made physical, feel-good things and they see that screen is the same – just rendered the touch of something may be seen result than recording ideas on a screen. all of which are aimed at the notion of toxic plastics). them as ‘special’. pixels. There is no variation in texture, as insubstantial, but it actually triggers And after using both, we are fnding of productivity. In this way, they are And yet, we are gravitating towards So, the embrace of analogue is down to just the smooth glass of your screen. a very deep emotional reaction. Think

a combination of the two that works. potentially able to make and sell a product that physical experience because it makes Photography (pp30-31): Oliver Hoffmann/Alamy Stock Photo a combination of the head and the heart: So it’s the tangibility of the actual, of a book. There’s no logical reason Embracing analogue_35

why we should read something on paper These are real social experiences, the talks or the presentation slides any day of the week, it’s crowded, not rather than digitally. The information not #socialexperiences. You can go to that matter, it’s the parts in between: because of price or selection, because is exactly the same, we don’t get fewer a concert and witness people holding up you make cofee, you chat, you crack you’re often paying more in an Apple letters or words or ideas. And yet, as their phones, streaming and tagging it, jokes, you form friendships – that’s store, but because they provide the best many who have used an ebook will but they are creating a simulation of real what is important. retail therapy experience – things you can attest, there is something missing – life. That’s what Instagram is based upon touch, things you can see, good service. and that thing is touch. It is the weight – an experience in the real world you want Sensual retail therapy It doesn’t make long-term sense to suggest of the book, the texture of the spine to share. We’re social creatures, after all. One of the consequences of the growth that physical retail is dead when online and the edges, and the roughness of the Another thing that is interesting is of digital technology is that it shifted retailers are busy opening bricks and pages. It is the sight of the grain and the how the board games industry is thriving. a lot of thinking in the business world. mortar shops or launching frequent quality of the paper that has been used. You can play all sorts of games online Existing things were dismissed as having pop-ups. While we may never return Again, all of these things should be with other people around the world; it’s no value once digital came along and to the 1990s landscape of a burgeoning inconsequential, yet there is a reason a massive multi-million-dollar industry, proved itself ‘superior’ in some way. high street, it is similarly short-sighted why physical book sales are growing and and there’s a social aspect to it, but Take retail: when online shopping frst to predict its eternal demise. We are ebooks are declining, and that is because sitting alone in front of a screen is launched, the thinking was: ‘This record biological, fesh-and-blood creatures; the consumers, deep down, somewhere diferent to playing a board game or or book store is worthless – look at the we interact with the world through all beyond that logic, prefer touch. There is cards face to face with friends or family. greater selection and cheaper prices fve senses – and the companies that turn something that they enjoy; it gives them The game is almost an excuse for the online!’ Yet independent book stores that to their advantage are more likely something greater. socialising that happens: the laughter, are surging (between 2009 and 2015, the to enjoy a successful future. I have two young children. They love the jokes, the drinks that you share. My number grew by 35 per cent in the US) David Sax is a journalist and the author of books; they read them every night. When wife plays Mahjong with a bunch of her because they have the value of physical The Revenge of Analog: Real Things my son was two, he would come walking friends once a month. They make snacks, space, the analogue means of getting to and Why They Matter (PublicAfairs). in carrying his choice, saying, ‘book book catch up and bond. The game isn’t the a reader, they provide something that For references, see pages 64-5. book book book!’ We learn from a very point (they’ve all been playing for eight digital does not. Just as you cannot hold young age the value and pleasure of books, years and they haven’t got any better!). a digital item in your hand, you cannot and they are a very tactile thing. The It’s the social aspect – whether it’s people build a relationship with the people physicality of a book is built into the meeting for a book club or chatting in working in an online store. experience of reading from that age, a record store – that is the substantial Online retail can only provide two and that doesn’t diminish over time; we thing. It’s the same in the workplace. things: price and selection, which is always might have more opportunities to read There’s a real beneft to having people going to be a race to the bottom. Apple in other sorts of ways, but the pleasure sit together at a meeting. I speak at was the frst computer company to open its of the book and paper continues. conferences all the time, and it’s not own stores. If you go to an Apple store on It’s the same for vinyl records – it’s the physical thing you are buying, the physical thing that is the premium, and touch is a premium that people are willing to pay for. WITH VINYL, IT′S The live factor The notion that a simulation, with screens THE PHYSICAL and headphones, can be a convincing alternative to the real thing is a false one. THING YOU ARE Silicon Valley’s evangelical promise of VINYL RECORDS PRINT BOOKS virtual reality is not ultimately satisfying. BUYING, AND MILLION The analogue world is the world that we 4.2 SOLD IN £1.63 live in and anything that we experience TOUCH IS A 2018 - HIGHEST BILLION with all fve senses is going to be richer. We inevitably glean more enjoyment attending LEVEL SINCE BOUGHT IN THE a live concert than we do watching the PREMIUM THE EARLY 1990s UK IN 2018 same event on a screen. And that’s due to all the other infuencing factors – the PEOPLE WILL TABLETOP GAMES CASSETTE TAPES anticipatory crowds, the reverberations we % feel with our body. This experience takes PAY FOR SALES more efort and costs more money, both 24% 90 to produce and to consume, but the reward REVENUE INCREASE YEAR- is greater, and that’s something that we GROWTH 2016-17 ON-YEAR IN 2018 increasingly see as of value.

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A DIGITAL AD ARE NOTICED For sources, see pages 64-5.

Tactile experiences_39

Karen Elson, Vogue The sensation of pulling Italia 1997 – a classic example of Perry Ogden’s a vinyl record from its analogue fashion photography, rich sleeve and playing it for in depth, texture the frst time, the wonder and colour on children’s faces as they discover pop-up books and the thrill of a competitive board game… Here, fve creative leaders recall their most treasured tactile experiences

I love magazines; I love seeing something something has been shot on digital or flm. printed on the page. For me, that’s a great I never feel the depth with digital; it fattens end point for a photograph. You get everything out. You have to work hard in incredible luminosity on screens, which post-production to create that depth. For can make an image look brilliant. But example, pictures that I took in the late I N T E R V I E W S B Y some images that look great on screen Nineties and early 2000s for Italian can look dead when printed. (above) wouldn’t work so well if they DOUGL AS HEAV EN Vogue PHOTOGRAPHS BY Still, I work with everything. Phones take had been shot on digital. PERRY OGDEN great photos, but the images are diferent. When I work with digital, I’m always Digital is good for things such as modern fghting it. It’s too sharp, there’s too much Perry Ogden is a British architecture, where you have lots of concrete detail. When I was working on flm all the fashion and documentary and glass. But when you have texture – time, I never looked for ways to make the photographer, and film interiors, clothing, bodies – digital doesn’t image sharper. When digital came along, director, based in Dublin even come close to flm. I can usually tell if there was more of a groan than a celebration. Tactile experiences_41 A RECORD AND ITS PAPER SLEEVE MAKE I’ve just fi nished designing a new font, When you make a print product – Because it’s a tactile object, you have an Mental Block (shown). Once it’s digitised, whether that’s a book, magazine, poster emotional response. Digital makes the need YOU FEEL AN everyone can buy it. When I’m working on or fl yer – you get something tangible. for printed things even more important. a design, I use the publishing software That’s not true with computers. You can’t The internet is great for a lot of things, EMOTIONAL InDesign, but I’m rooted in print. even open a fi le you’ve been emailed if you but not for those that work best in print. ATTACHMENT I’m in my fi fties so I’ve lived through the don’t have the right software. And what As a creative designer, you really like to see shift to digital. People think of it as a total about Zip drives, Jaz drives and fl oppy disks things printed, whether you put them on TO MUSIC game-changer, but we’re still the same as we – all these ways of storing data – that fi ve your wall or stick them in a magazine rack. were when we lived in caves: we still eat, years later nobody could open? The beauty of the web is that it lets you breathe and procreate, and we still want to Yet the fi rst books ever printed are still as reach huge numbers of people very quickly. look at pictures, whether they appear on a legible today as they were 500 years ago. And I’m going to set up an online shop but use it printed page or a website. But I’m passionate if you go to a zoo, a museum or an art gallery, to sell prints of my new font, just as Caxton about print because paper exists in a way you can take away a little printed booklet or Gutenberg or Dürer did. In that sense, that digital fi les do not. that will remind you of that trip forever. nothing has really changed.

VINYL BY DAVID HEPWORTH David Hepworth is a music journalist, writer and publishing industry analyst. He edited GRAPHIC DESIGN Smash Hits in the 1980s and Growing up, the only thing I ever wanted mechanical process taking place as it spins BY GEOFF WARING was long-player records – not just the vinyl around, which is very appealing. Because launched Q, Mojo and Empire. Geoff Waring is a graphic but the whole LP. I used to fantasise about you’re physically engaged with the music, designer and photographer. His book A Fabulous Creation: being locked in a record shop overnight. you’re emotionally engaged, too. And when How the LP Saved Our Lives How wonderful would that feel? To me, you put a record on, you left it on, because He has also written and (Transworld) is out now it was like Disneyland. The combination changing tracks before CDs was a delicate illustrated several award- of a vinyl record and its large paper and business. If you bought a record, you were winning children’s books cardboard sleeve makes you feel an going to invest a huge amount of time in it. emotional attachment to music that you One of my favourite LPs was the self- don’t get with any other medium. titled second album by The Band. The cover As a 16 or 17-year-old, I’d go into town a is a photo of the group taken in the rain on couple of times a week and look through the a road near Woodstock. They look like a new-releases rack, and I’d read the records perfect band. They’re like soldiers in old – not hear them. You’d look at the track list, photographs from the American Civil War, the liner notes. You’d take note of who the fi gures from some lost rural America. The producer was, which record label put it out. designer chose to make the background You handled it before you owned it. brown, giving it earthy tones. When you When you took it home, you then played listen to the record, the image grounds the it on a player that stayed in a corner of your music. The packaging and what’s inside are room. You sat there and you concentrated in perfect sync, and I never get fed up with on it. With a record, you’re aware of the looking at it 50 years later. Tactile experiences_43

There are so many joyful elements to board where it’s fun to be extremely greedy. games. A little overhead map of a place got Everyone earns money on each turn, so I LOVED me excited as a kid. Miniature worlds are there’s just this brilliant feeling of constant thrilling; I fi nd them almost spooky and reward. It’s sneaky as well because you’re GETTING that gets my pulse racing. It’s also to do looking to take over the other players’ with touch – opening the box and holding casinos. Another great game is King of LOST IN THE the dice in your hands. New York, about being a King Kong-type LIBRARY, My kids play games online – as do I, monster attacking a city. The pieces are BOARD GAMES BY sometimes – but it’s more enjoyable to face great and the dice are gorgeous. PULLING THE GRAHAM LINEHAN someone across a table. I’m a big poker fan, All of this creates a kind of magic that Graham Linehan is an award- and there are things your opponent does exists in the air between you and the other BOOKS OUT winning comedy writer, best that tell you what you should be doing with players. I would never have seen it coming, your chips – you’re not able to see that but of course board games are going through AT RANDOM known for a string of successful online. Just a fl icker of an eye and you know a renaissance. It’s obvious that this would be sitcoms including Father Ted, you’ve got them; it’s lovely. I shouldn’t take one of the responses to an online world. You BBlacklack BBooksooks aandnd TThehe IITT CCrowdrowd this much pleasure out of beating my want a way of interacting with objects and 12-year-old, but I do. people in front of you. I love dice games more than anything else; Our senses, including touch, are not fully di culties, I’m as good as I can be thanks there’s something about dice that I fi nd very used in a computer game. One reason I could to two books that I met when I was 10 and attractive. A brilliant game that I think never be a professional poker player is that 14 respectively: Little House on the Prairie should replace Monopoly in every home is my hands shake whether I have good cards and The Catcher in the Rye. Lords of Vegas, which is about building or not; it’s the adrenaline. These things add I write for older children myself, but when casinos in Las Vegas. It’s one of those games up to an experience that disappears online. I read to younger ones, I turn to the fail-safe pop-up picture book There Are Cats in This Book by Viviane Schwarz. The children’s anticipation, excitement and bemusement as the silliness unfolds under fl aps of card are a sheer delight. Stick that story on a screen and it would be like watching your favourite band in concert as a tinny-sounding blur on your phone. Young children are relentlessly on the move, relentlessly curious, relentlessly When I was young, we had 12 books in the hands-on. For them, the joy of a picture house – four each for my parents and myself. book is one-third story, one-third pictures We changed them weekly on a Saturday and one-third moving parts. It was fl at! morning pilgrimage to the grey, Victorian But now it opens! Yay! wonderland that was the nearby Aberdeen At the end of an author talk at a school, BOOKS BY KAREN Central Library. I loved getting lost in the kids often rush towards me with a book in children’s section, dragging my fi ngers along their hands to get a signed copy. But the M COMBIE the multicoloured spines, pulling the books less-confi dent readers are the ones I wait Karen McCombie is the best- out at random. At Christmas and on for. To see their own name written in a selling author of more than 90 birthdays I’d receive a book token, and little book, with an author’s signature underneath children’s books, which have by little, I began to build my own small – it’s personal. It brings books alive for been translated into many library. Those titles now live on a dedicated them. They’ll show their teacher and friends languages. Her latest novel, shelf in my o ce. More than a doll or a and their grown-ups at home. They can look (Nosy Crow), teddy, they are signifi ers of my childhood, at it again and again, and remember the day Little Bird Flies and links to the quiet comfort and company That Author came in and looked them in has been critically acclaimed of my parents. the eye and smiled and talked – and this and chosen as The Sunday Times Aspects of your childhood shape the adult might just be the book, the very book, that Children’s Book of the Week you become. In spite of life’s glitches and gets them reading others. Innovations in print_45

for the frst time, really on the leather by the unexpectedness of the insert – interior. We were able to move the it’s something you wouldn’t normally fnd needle on people’s excitement about in a magazine. the attractive styling – print’s multiple ‘The insert was part of the broader layers enabled us to do this.’ Sensations campaign, the purpose of which The Toyota team acquired data to help was to tap into our drivers’ emotions and understand which InStyle readers would sensations – all the elements were crafted respond best to the advertising and target to showcase what it would be like to drive them. ‘InStyle was a reliable partner the Camry,’ explains Dragovits. ‘We didn’t logistically, technically, contextually and just want to tell them, but to give them an from an audience standpoint, working experience of what it would feel like.’ with us to get this “frst to market” unit Print’s physical presence made the placed within the magazine.’ insert an integral part of this approach. ‘There’s more engagement and better Surprise and delight brand recall when more senses are The insert went out to 50,000 of the involved,’ Dragovits points out. When Toyota planned its Sensations magazine’s subscribers and the results Across the campaign as a whole, campaign for the all-new 2018 Toyota were amazing. the team relied on all channels to work Camry, one standout element was a print ‘We received more than 108 million together to achieve their goals. ‘It see me insert for InStyle magazine, conceived PR-related impressions – across various wasn’t about choosing one medium over by Toyota’s Ann Dragovits and her team. free magazines and digital sites – and that another, it was about how these tactics ‘This was a tactic that was tactile – it was was in just the frst two months after the complement each other throughout something you could hold and feel,’ says unit was released, which was huge for us,’ the broader campaign,’ says Dragovits. Dragovits. Upon reaching the insert, reveals Dragovits. ‘More than half the ‘Each channel has its strength and feel me readers were invited to take hold of the consumers spent more time with this ad we look at how we best utilise these car door-style handles (above), put their than they typically do with print ads. On strengths within them. There are always thumbs on two sensor pads, and open the average, they spent around three minutes opportunities for thinking outside the insert to reveal the Camry’s interior from with the ad, with some spending 10 box – we pushed the boundaries of what the driver’s perspective (below right). minutes. It was incredibly exciting you can potentially do in print. Knowing The pop-up created a 3D environment, to see how people interacted with it is such a tactile medium and being able touch me while the sensor pads monitored the something so engaging in print.’ to leverage sight, sound, motion and reader’s heart rate on a light-up monitor Dragovits and her colleagues wanted smell has really opened up a lot of where the infotainment system would the reader to be surprised and delighted thinking around the medium itself.’ As a physical medium, print can be engineered usually sit – they were invited to ‘let your to excite all the senses. For the launch of their heart race’ and watch the results in real latest car, Toyota Senior Analyst Ann Dragovits time on the heart-rate monitor. ‘Our goal was to bring someone into 50,000 108 MILLION 50% reveals how her marketing team engaged InStyle’s the interior of the all-new Camry in a way OF THE PR-RELATED OF CONSUMERS readers, inviting them to use touch, smell, sight that was personalised to them, which we MAGAZINE’S IMPRESSIONS SPENT AN and hearing with a ground-breaking print insert did by monitoring their heartbeat. We SUBSCRIBERS ACROSS MEDIA AVERAGE OF worked with our partners to model the RECEIVED IN THE FIRST THREE MINUTES interior with a pop-out, 3D layered efect, THE INSERT TWO MONTHS WITH THE AD so that, when you open the gatefold and have your fngers on the heart-rate monitor sensors, it really comes to life.

An immersive experience ‘It leveraged all the senses,’ continues Dragovits. ‘In addition to touch, there was sight and sound with the heartbeat monitor, and even smell – we were able to incorporate a smell similar to the Camry’s leather interior, which helped to fully immerse readers into the experience. While we do feature the exterior on the outer folds of the insert, the focus was, 46_The science of reading TAKING NOTES IN LONGHAND It is not an understatement to say that CAN HELP YOU REMEMBER digital mediums have taken over every aspect of our lives. We check what our IMPORTANT MEETING POINTS friends are doing on the glowing screens in our hands, read books on dedicated BETTER THAN TYPING THEM e-readers, and communicate with OUT, WHILE ABSORBING customers and clients primarily via email. Yet for all the benefts the digital world has INFORMATION FROM ANALOGUE brought us, there is growing evidence that the brain prefers analogue mediums. MEDIUMS NOW APPEARS TO Studies have shown that taking notes TOTAL Studies show that reading IMPROVE MEMORY RETENTION in longhand can help you remember something in print instead important meeting points better than printed books may come down to what’s novels, for instance), medium may make of on a screen helps us to typing notes out on your laptop or called meta-comprehension defcit. ‘Meta a diference to comprehension or to the smartphone. The reason could be that comprehension refers to how well we are reading experience. But this remains to retain the information ‘writing stimulates an area of the brain “in touch with” our own comprehension be tested empirically.’ RECALL more comprehensively. called the RAS (reticular activating while reading,’ says Dr Mangen. ‘For In other words, unless people are sending explores system), which flters and brings clearly instance, how much time do you spend you novel-length emails (which, let’s face it, Michael Grothaus to the fore the information we’re focusing reading a text in order to understand it they shouldn’t be), you don’t need to rush to the phenomenon on,’ according to Maud Purcell, a well enough to solve a task afterwards?’ the print button, as reading short snippets psychotherapist. If that is the case, One study revealed that people think of information on a screen probably doesn’t and the analogue pen really is mightier they are better at comprehending hinder memory retention or comprehension. than the phone, it’s no wonder some of information when they read it on a digital my colleagues have ditched their screen. This resulted in participants who A place for print and digital smartphones for paper planners. read a text on screen doing so much faster Dr Mangen also stresses that it isn’t correct And it’s not just recording our thoughts than those who read it in paper format. to proclaim that information gleaned from on paper that appears to be better for us. Despite spending less time reading the print is always going to be just as good, if Absorbing information from analogue material, the digital readers predicted they not better, for memory and comprehension mediums now appears to improve memory would perform better on a quiz about the than that learned from digital. retention and, thus, productivity. In a study text than those who read it on paper. Yet ‘It is not – and should not be – a question conducted by Dr Anne Mangen, a professor when the digital and paper groups were of either/or, but of using the most at the Reading Centre at the University of tested, the paper groups outperformed the appropriate medium in a given situation, Stavanger, Norway, participants were given digital groups on memory recall and and for a given material/content and the same 28-page mystery story to read comprehension of the text. purpose of reading,’ she says. She notes either on an Amazon Kindle or in print that ‘all media and technologies – old as format. After the participants had read Should you print your emails? well as new – have distinct user interfaces, the story, they were asked a number of Books are one thing, but do our brains and that the user interface of paper in some questions about it. ‘We found that those absorb information better if we read from circumstances and for some purposes may who had read the print version gave more other physical mediums, such as newspapers support key aspects of reading (retention correct responses to questions having to and magazines? Not necessarily. of complex information) or of study do with time, temporality and chronology ‘Length seems to be a central issue, (writing notes in the margins) better than (for example, when did something happen and closely related to length are a number digital devices do.’ in the text? For how long did something of other dimensions of a text – for last?) than those who had read the story example, structure and layout. Is the Slowly does it on a Kindle,’ says Dr Mangen. ‘And when content presented in such a way that it is If you’re a fan of digital books, then you’re participants were asked to sort 14 events required that you keep in mind several not out of luck. Like the digital readers in the correct order, those who had read occurrences/text places at the same time?’ mentioned in the study above, you may it on paper were better at this than those asks Dr Mangen. In other words, she says, think you are absorbing the information who had read on the Kindle.’ complexity and information density may better than you actually are, and thus move k c

o While this has yet to be exhaustively play a role in the importance of the through the book faster. A simple solution t S i

, s investigated and understood, Dr Mangen, medium providing the text. to this is to slow down and take more time e g a m

I who now chairs E-read, a European ‘It may be that for certain types of text reading the material, and you might absorb

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o efects of digitisation on reading, says one much, whereas for other genres t Michael Grothaus is a novelist and journalist. o h P explanation for the beneft of reading (cognitively and emotionally complex For references, see pages 64-5. The tactile craft_49

close enough in your understanding to appreciate it, whereas with things like CGI, you’re so far away from knowing Creating 3D underwater kingdoms is all in a day’s how to do it that you can’t appreciate work for paper engineer Helen Friel. When she’s the work that goes into it. But everybody not designing paper artwork for editorial and uses packaging, they know how to fold GOOD a box together, so they can understand advertising clients, she also illustrates interactive that it’s difcult to work with complex and immersive books, including the frst pop-up shapes in paper. book sent into space. Here, she extols I started working with paper in my second year of university. I did a pop-up the joys of her medium project and it went well, so I did another ON and another, and it snowballed from there. It’s incredibly satisfying to create something with your own hands and see Paper is such an the fnal object. I like how clean paper is interesting material to to work with as I’m not very good with work with because it’s so ambiguity in my work – I like to be able to PAPER accessible – everybody test and change and improve it, in a scientifc uses it every day. When way. I’ve always enjoyed angles and practical you’re a kid in school, you things, so that’s part of the craft. make things with paper, so it’s familiar. But It’s lovely when you frst start a project it’s incredible when you look at what it can and you get the paper out. The paper I work do, the properties it has and what you can with is fairly smooth, so it doesn’t have a lot create with it. Paper is so much more than of texture. You have a stack of it, maybe an the sum of its parts. inch thick, and by the time you’ve fnished, People fnd paper design fascinating you have all these 3D objects. It’s the same because they know the material well, so as wood, it has a warmth to it because it’s it’s almost like magic seeing it transformed made with natural fbres. Working with the into something else. People can see how grain is very important, especially if you’re my paper creations could have been made, making a small tube or something. Paper that they could almost do it in their own doesn’t always do what you want it to do. home, but they can’t quite work out how It doesn’t want to fold in a certain way, or it’s done – like a magic trick. You can get it has to be held, and it can tear. Paper cuts are an occupational hazard! I’ve also always loved pop-up books. My latest book, however, isn’t a pop-up, PAPER ALLOWS although it’s still interactive – it has a map and a magnifying glass. When you’re a kid, ME TO CREATE there’s a magical quality to something you can touch and hold in your hands. It’s like a precious object, which you don’t get so A RELATIONSHIP much with a Kindle or an iPad. The books that engage the reader are those designed to WITH THE READER make them think a bit. With a pop-up book I created, Midnight Creatures, you have to use a torch to fnd the shadows. Working I WOULDN’T BE with paper allows me to create a physical and emotional relationship with the reader ABLE TO ACHIEVE – something I wouldn’t be able to achieve on a screen. I enjoy making something that’s not obvious, that you have to work ON A SCREEN on for a little bit. You get so much more out of the book that way. It’s almost like Helen created this STYLING HELEN FRIEL paper set for UK you take it so far, but then the reader has PHOTOGRAPHY BY CHRIS TURNER Vanity Fair to come and meet you halfway. P P O O P P n b p e O Y B P A x r r e v a i p w R n O e O n l T s t o r d

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The paper renaissance_53 R

E E L N I I

T A - L E T R N K E WAITROSE & PARTNERS E R O R P The supermarket invests in a vibrant multi-channel A U content strategy that includes a healthy dose of print. S M Rochelle Venables, Partner and Marketing Manager, $3.00 or FREE with purchase of $25 or more WE REACH Publications and Content, explains why ‘Insight tells us that our most loyal customers MAY •JUNE 2019 NEARLY 2.6 consistently demonstrate a real appetite for print. MILLION Obviously, for us, that has the dual benefit of being able to showcase our premium content in

POTENTIAL beautiful, market-leading publications that have L A N I CUSTOMERS

A real sticking power, while protecting our print I D O advertising revenue. Moreover, print publications I

E PER MONTH C

REFRESHING H help us to reinforce our credentials

M DRINKS O

Find the

recipes for this S al fresco feast in key areas. Just over a year ago, on PAGE 32 EASY S SALADS A SPRINGY we launched Waitrose & Partners Health DESSERTS F magazine – committing to a new print Cover.indd 1 27/03/2019 11:20 title shows our customers how serious we are about health as a part of our business strategy. The fact that the title was immediately profitable just a toy catalogue over the festive period, strengthens the rationale that print MANY PEOPLE ARE INSPIRED complete with stickers and QR codes. should continue to play a key part in Airbnb also launched a magazine in 2017 our marketing mix for the foreseeable TO BUY ONLINE AFTER READING in partnership with Hearst: it doesn’t want future. Our magazine titles are also to be seen purely as a booking service but A PRINTED CATALOGUE as a community of like-minded travellers. available free of charge to our ‘When you checked into an Airbnb, there myWaitrose members, meaning we are environment that can be replicated their shopping accordingly. There are was nothing branded,’ says Editor in Chief able to reward our most loyal customers online. We think there will always be billions printed every year and they are Mike Steele. ‘Now they’re sending out with a valuable, tangible benefit a place for magazines.’ popular in countries with very high Airbnb Magazine to every single host home. Davies’ faith in the future of print is internet usage, such as Germany.’ That’s a million copies. It’s an act of that they can put right into their shared by Mark Scanlon, Chairman of While online sales are mushrooming, hospitality. It’s something special.’ shopping bags to take home.’ Walstead Group, Europe’s largest web many consumers make their online ‘A decade ago, many pundits predicted ofset printing business. ‘People still like purchases after being inspired by a that print would be replaced by digital,’ the touch and feel of a magazine or a printed catalogue. ‘With so many brands says Catherine Maskell, Managing catalogue. They enjoy the experience of emailing customers on a daily basis, Director of the Content Marketing Waitrose & Partners ficking through the pages. They like the physical catalogues cut through the Association. ‘While print consumption Food is the look of a quality magazine sitting on their digital noise,’ says Clare Hornby, the has declined, the reach and efectiveness UK’s biggest cofee table. One side of our business is founder of womenswear brand ME+EM. of branded magazines has remained food monthly, with a producing advertising leafets. They go ‘“Flick to click” can be very powerful.’ constant. Six of the UK’s top-ten print circulation through people’s doors or into their Even the world’s biggest digital brands magazines by circulation are produced of 693,840. shopping baskets as they enter the have been turning to print for headline- for brands, with the top title distributed Waitrose & supermarket. Customers don’t just ignore grabbing ways to build communities. Last to almost 2.5 million people. They inspire Partners Health has them as they might an email. They look at year, Facebook published a paper magazine their readers in ways that are almost a circulation them, check out the bargains and direct called Grow and US Amazon distributed impossible to replicate on digital formats.’ of 445,000 54_Slug Here The paper renSaliusgs aHnecree__55 N I

A appeal of something well edited and fnite, founder and Director Perrin Drumm. ‘celebrates the culture of resistance’, K

P to hold in the hand; a genuinely periodical ‘We didn’t anticipate how the print and Civilization, a text-heavy, oversized U

S viewpoint rather than rolling surface news.’ magazine would become a calling card journal that tells ‘New York’s Stories & Design is a key diferentiation, says to boost the entire Eye on Design brand. Secrets’. And on 6 March this year, news Matt Alagiah, Editor of Printed Pages, a After our frst issue, we were suddenly site BuzzFeed gave away 20,000 copies biannual created by the digital brand It’s taken seriously both as a source for design of a 12-page newspaper. Simply called Nice That. ‘Our website is about flling journalism and as an editorial business. BuzzFeed, it follows the brand’s wittily templates. But when it comes to print, our Something clicked and it has everything idiosyncratic approach: the strapline designers have more freedom. We don’t do to do with the physicality of print. The reads ‘Social. Mobile. Recyclable’. Printed Pages for the bottom line. There’s assumption is that print is ephemeral and What’s next for the independent something about the tangibility of print online is everlasting, but in my experience magazine? ‘It’s now a question of how that immediately shows the quality we are with Eye on Design it’s been the opposite: many will be the new mainstream,’ says

A capable of as a media company.’ our online readership is huge compared to Leslie. ‘Big publishers are going to start

S A magazine can transform the business our print circulation, but the magazine is making things that to all intents and

U of the digital mothership, as has happened the thing that sticks. It’s transformed our purposes are small indie magazines. We’re Y with the dazzlingly inventive Eye on Design, brand as well as our bottom line.’ already there with the new Esquire [now six N a tri-annual launched in 2018 and published Let’s not forget newspapers. The issues a year] and Glamour [twice a year].

A by the non-proft AIGA (American original broadsheet format has been But that’s natural: same as it ever was.’

M Institute of Graphic Arts). ‘We went into rediscovered and given a frenetic, Ian Birch is the author of Uncovered:

R this with a business plan to make sure that fragmented urgency in look and content. Revolutionary Magazine Covers –

E we weren’t just publishing a vanity project There’s Good Trouble, a howl of outrage The Inside Stories Told by the People but creating a sustainable model,’ explains that grew out of the website that Who Made Them

G (Cassell). WHEN A NEW ISSUE IS OUT, THE OLD ONE ISN’T RECYCLED PART 2 The mainstream magazine industry is in for the rising demand. In addition to BUT FILED ON THE BOOKSHELF a state of panic. Copy sales are collapsing magCulture, there is Magazine Brighton, and advertising is migrating online, where Athenaeum in Amsterdam and Do GREEN Google and Facebook suck up most of the You Read Me?! in Berlin, while Tate E oxygen and cash. But when experimentation Modern devotes a signifi cant amount SHOOTS is suppressed in one sector, it bursts forth of space to them in its main bookstore. C

in another – and the explosion of new There’s also the online subscription N

AT THE and ever more eclectic magazines in service Stack, which sends out a niche A

independent publishing is testimony to publication every month. R A NEWSSTAND this. The current boom dates back to Many of the titles started as online F the late Nineties, which saw a clutch platforms. These new magazines, suggests S Legacy magazines may be of ground-breaking European titles, Leslie, ‘have found their editorial voices U in decline, but small- including Self Service and Purple from online and established themselves as circulation independent titles France, 032c from Germany and specialists in an area.’ The majority of Re–Magazine from the Netherlands, them look, feel and are priced like a hybrid are booming. Ian Birch, all championed by creative director of a magazine and a book. They have a long former Editorial Director of and author Jeremy Leslie, who leads shelf life and because they are meticulously Hearst and Emap, unravels magCulture, a design studio, online designed, they are prominently displayed resource and magazine shop in London, in work and private spaces. When a new the phenomenon which sells more than 500 independent issue comes out, the old one isn’t recycled titles. ‘These magazines could hardly be but fi led on the bookshelf. more di erent from the mainstream,’ Simon Armstrong, book buyer for Tate Leslie explains. ‘They are alternative in museums, believes, ‘People want a physical terms of content, photography, production product because everything’s on screens. values and bespoke typography.’ The idea of a solid object is attractive.’ Y N

The number of launches has tripled Penny Martin, Editor in Chief of biannual K A in the past fi ve years and a network of women’s magazine The Gentlewoman, U

specialist shops has emerged to cater agrees: ‘It is a reaction to digital. The M R E G The joy of greetings cards_57

The greetings card market is thriving, feel-good factor of sending them. During this week, the organisation with Britons sending an average of 33 cards distributes cards to mental-health per person per year. Amanda Fergusson, units in hospitals, Age UK drop-in CEO of the Greetings Card Association, centres and schools, encouraging people to send a card in the hope that explains why, even in the social media age, they will receive one in return. a thoughtful card remains an important Just seeing a card envelope peeping means of making a statement out from all the bills on the doormat creates a feeling of pleasant anticipation. You may or may not recognise the handwriting, but you’re looking forward to the pleasure of reading the message or discovering who it’s from. It’s an immersive experience. KEEP IN TOUCH If your sender has been successful CARD BY CHRISTINE LEECH in their choice of card, the image will resonate immediately with you – whether the card elicits a squeal of laughter or a feeling of profound love. When analysing the sustainability of Moonpig have married the physical and The fnal reveal is when you open print, the success of Britain’s greetings digital worlds and now account for six the card and see the bespoke message, card industry is easily overlooked, despite per cent of the market. While we can written just for you. Cards with printed the fact that we are world leaders in a potentially enjoy messaging a larger verses also continue to be popular. sector that continues to grow rapidly year audience in the digital world, we still Perhaps it’s our British reserve, as verses on year. We buy more cards per person enjoy the option of the traditional than any other nation and the tradition method, knowing it will demonstrate is a deeply embedded part of our culture. that we have made an efort and that £1.7 BILLION Most birthday gifts are still accompanied the recipient is receiving something THE LATEST GCA MARKET by a card, for example, which is not the a bit more special. REPORT SHOWS THAT case in other countries. Social media has also driven people’s IN 2017, THE UK PUBLIC One of the historical reasons is our awareness of occasions that might merit SPENT £1.7 BILLION ON postal service. Founded by Henry V111, GREETING CARDS in 1516, Royal Mail has always been afordable, efcient and fast, and our card 100 MILLION allow us to convey some of the emotions industry has grown hand in hand because NEARLY 100 MILLION we don’t feel comfortable saying in of this. Britain is also celebrated the world SINGLE CHRISTMAS person. There aren’t many afordable over as a leader in the creative and design CARDS WERE SOLD IN treats that can make such an impact. spheres, which has doubtless contributed 2017, BRINGING THE Cards with thoughtful messages to the ingeniousness of our cards. TOTAL SALES FOR THE carry a strong emotional charge, which The British spend more on greetings UK CHRISTMAS CARD is why many of us like to keep some cards per person than any other nation. MARKET TO ONE BILLION cards we receive. At the end of a In 2017, this totalled £1.7 billion, with person’s life, there’s a strong chance more than £1.5 billion of that coming sending a card. Birthdays are fagged on that there will be a lot of cards among from single card purchases on the Facebook, while a post that you have just their belongings. high street. The British attachment to passed your driving test might in turn The GCA is celebrating its centenary sending cards highlights how signifcant prompt a friend to send a congratulatory this year, and our membership is at physical messaging remains to us, even card. This may be one of the reasons why its highest since 1919. We may be in in the age of social media. The feel of a 18-34-year-olds are sending more cards a digital age, but the tactile experience card, the paper stock, embellishment than a generation ago. inherent in sending and receiving paper and overall quality are hugely important The GCA’s Thinking of You week each cards allows us to connect and keep in for publishers and consumers alike. September promotes the mental-health touch with each other on a deeper, Online card-creation services such as benefts of receiving cards, as well as the more meaningful level. 58_Amazing innovations

THE REVOLUTION WILL BE PR

Rather than making digital screens more INTtactile, why not make paper technological? Clever innovations mean print is becoming a springboard to a whole new co-existent world for brands and industries to explore EDILLUSTRATIONS BY MICHELE MARCONI 60_Amazing innovations

‘YOU DON’T EXPECT A BOOK TO SING OR SHOW we envisioned for the Paper hits t r a y lin e r. Interactivity on screens Thanks to technology – perhaps YOU A VIDEO. THERE IS a high note is something that most ironically – paper products continue customers expect in this Robert Slot, Director of digital era. Paper allowed to thrive. While speciality papers have SOMETHING TRULY Tech at TBWA\NEBOKO us to make something that enabled brands to appeal to multiple in Amsterdam, describes is tactile and interactive, senses – for example, smooth textures MAGICAL ABOUT IT’ how his team combined encouraging engagement with that mimic velvet, rough textures that conductive ink, a something surprising. It’s feel like sandpaper, varnishes that react McDonald’s paper tray harder to achieve that sort to light and heat – the use of paper as liner and a digital interface of magical experience on to create McTrax – a a screen, where haptics is a conduit for augmented reality (AR) often compromised in favour truly bridges the gap between print beats-creating experience to engage customers. of interactivity. Everybody and a digital device. who experienced the tray liner was amazed that One project that encapsulates that Thanks to Novalia’s touch- approach perfectly is ‘Next Generation something like this was sensitive ink technology, actually possible. Paper’, a research project from a team paper can be truly From the moment the press at the University of Surrey. Led by putting paper and screen into the same between the book and the smartphone. interactive. Using this ink, heard about the McTrax, the Professor David Frohlich from the product is the obvious next step.’ But, in future, the objective is to put the you can print a whole host media attention was big. of buttons and touchpads In the first week after the Digital World Research Centre*, the ‘Screens are preferred because they are whole interface within the printed book.’ on a piece of paper which, project uses AR and printed electronics ubiquitous now, but in the future, user The project was funded by the launch, McTrax was covered when synced to a digital in titles such as Vice and to connect paper directly to the web with interfaces may move away from touch Engineering and Physical Sciences device, can be used just Fortune. From there it got hotlinks, in what the team call second- screens,’ says Dr Radu Sporea from the Research Council (EPSRC), part of like a musical keyboard. picked up in music titles generation (2G) and third-generation Advanced Technology Institute (ATI), the UK Government’s commitment to McDonald’s came to us such as DJ Mag, as well as because it wanted to create in the mainstream media. (3G) paper. This enables the reader to who was part of the project team. ‘Print developing the digital economy. The end an in-restaurant experience obtain related information on any nearby may have new uses when that happens.’ result is an augmented guide book, or Although it depends to engage its younger on the idea and the digital device, just by turning a page or As Professor Frohlich explains it, a-book, to Cornwall, with extra pictures, audience. It was therefore objectives, this technology touching the surface of the document, 2G paper is optically recognised with videos and interviews – it was released essential that we used and similar analogue photograph, poster or book. a camera, triggering associated digital as an experimental demo in early 2019, an item that they would technological developments encounter in the restaurant prove that any surface Currently, the project is exploring how information to be played or displayed on in association with Bradt Travel Guides. as part of any meal. this could connect the use of paper and a nearby device. Meanwhile, 3G paper Despite the freedoms o ered by the can become interactive. In our research into what Combined with technologies screen-based information in tourism, dispenses with the camera altogether digital interface, Professor Frohlich moves the McDonald’s target such as augmented where brochures and guides already and contains tiny sensors printed or remains passionate about paper. ‘There audience, we discovered reality, innovative print co-exist with mobile apps, digital embedded in the fi bres of the paper itself. is potentially so much distraction that they were interested technologies really help in DJing and music to break down conventional photography and online booking This will trigger the same kind of associated with the digital experience,’ production. So to take systems. The opportunities are virtually associations around it: ‘Essentially, you’re he observes. ‘Paper products, such as borders in our thinking advantage of these about media and the limitless, with multiple industries ideally taking a typically static object, such as a books and magazines, are often actively interests, we came up with materials we use. placed to benefi t from this approach book, and allowing it to interact with the chosen to escape from social media the idea of turning the – interactive text books in education; world, and with other devices around it,’ because paper will never interrupt you. tray liner that came with a meal into a beat machine. patient records in healthcare; music and says Frohlich. ‘I believe augmented paper Even our product has to be manually As soon as we had the entertainment; cultural interpretation will be a commercial reality within three initiated to obtain the additional idea, we started to search in museums and galleries. All are real to fi ve years. 2G will come fi rst, and 3G information. We’re trying to design a for suitable partners. and practical possibilities. will follow. Touch-sensitive paper, with new kind of reading behaviour involving Together with our technical ‘Everything’s getting closer, and there’s hotlinks, is our holy grail: as soon as you paper and screen and, in doing so, we partner on this job (This Page Amsterdam), we a co-existent connection between paper know exactly where people are touching hope to make media tangible again. connected with Novalia, and technology,’ explains Professor and pointing in a book, you can start to You don’t expect a book or magazine whose technology allowed Frohlich. ‘So we’re trying to get away from instrument the entire surface. At the to sing or show you a video, and there us to make use of actual

the idea of paper versus screen; instead, moment, we have a shifting interface is something truly magical about that.’ *Supported by Professor Mirek Bober from the Centreand for Dr Vision Radu Sporea Speech from & Signal the Processing Advanced Technology Institute paper – perfect for what Amazing innovations_63

COMING YOUR reaches your brain much quicker than based experiences in the near future. FEEL ME, BUY ME a visual or aural cue. And yet you’re Companies are working on developing WAY SOON We can look at a beautiful picture probably not consciously focused on haptic textures, which means, for PHOTONIC INKS of our online purchase, but we can the feeling of the pump in your hands example, that you’ll be able to ‘feel’ These inks change colour never touch it as we could if we during the process.’ But it’s subconscious a suede jacket through your device before electronically in response to were in store. As Rachel England stimulus that helps to keep us immersed you buy it. This technology, already being finger pressure or sunlight, discovers, haptic technology is in our environments, she says, which is showcased at conventions and tech fairs thus creating ‘invisible’ moving fast to bridge the gap. why haptic technology is able to create around the world, uses next-level haptic printing. Such inks have such enriching experiences, whether feedback, such as sophisticated vibration, amazing security potential in passports, for example, E-commerce retailers are acutely aware that’s turning the pages of a magazine on to trick your mechanoreceptors into and will change the landscape of the limited nature of screen shopping a tablet or picking a lock in a video game. convincing your brain that you’re for ‘secret messaging’. and are investing in technology that ‘The technology draws on four types running your fi ngers along a textured Brands are already using promises to simulate touching the item of mechanoreceptors in the skin. These surface rather than a smooth screen. the technology: Ogilvy South as if you were in store. This kind of give the brain information about touch, ‘And then there’s completely hands- Africa produced a children’s book called The Book of Dirt haptic technology, while often regarded pressure, vibration and tension,’ free haptics – technology that uses air for laundry detergent brand in the same futuristic sphere as virtual Macdonald Tait explains. ‘Tweaking pressure and sound waves to create the Omo. The text and images and augmented reality, has been around these di erent factors allows us to create sensation of touch, even when you’re not only appeared when the for decades. Its earliest application saw haptic experiences that are far more touching anything at all,’ says Macdonald reader smeared soil across it used in military fl ight simulators in sophisticated than the simple vibration Tait. ‘Consumer-focused haptic its pages. the 1960s, and it wasn’t long before it you get with games consoles and phones.’ technology has until now largely been CONDUCTIVE INKS made its way to the consumer market. confi ned to a screen or a surface, but By acting as a circuit, Looking ahead that’s not how we experience touch in paper printed with conductive The first immersive This increasingly detailed research, the real world. The challenge is making ink essentially becomes experiences coupled with pioneering innovation, it truly three dimensional.’ a touch-screen display (as According to means that haptic technology is set to Macdonald Tait envisions these with our McTrax case study The Video Game Explosion: on page 61). Marcin Ratajczak, A History om PONG to PlayStation and o er a whole world of exciting touch- concepts becoming a part of everyday co-founder of INURU, has Beyond by Mark JP Wolf (Greenwood), life within as little as fi ve years. Indeed, developed light-up inks Sega’s 1976 video game Moto-Cross advances in virtual and augmented that can be printed on (rebranded as Fonz) was the fi rst to reality are progressing quickly, as is anything. ‘The technology can feature vibro-tactile feedback, letting consumer adoption – research fi rm CCS be applied to any surface: labels, packaging, business players feel the rumble of their Insight believes more than six times as cards, books, marketing motorcycle as it crashed across the many VR headsets will be sold in 2022 materials, car interiors bumpy terrain and into other racers. as in 2018, while data analyst Statista and furniture,’ he explains. Soon, all consoles touted this kind of predicts the combined VR and AR ‘INU-INK incorporates many immersive gaming experience and, in market will be worth $215 billion by 2021. movements as activation mechanisms. Touch is one; 2007, the technology moved to mobile It won’t be long until the haptic touch- reaction to turning the page devices, where physical mobile phone screen keypads we know and use today is another. Touch gives buttons were replaced with virtual are as retro as the fi rst vibrating joysticks. readers a visual feedback from keys that ‘vibrated’ on touch. previously static surfaces.’ ‘We’ve come a long way since 3D PRINTING these early examples,’ says Heather YOU’LL BE ABLE It’s still in its infancy, but Macdonald Tait, formerly of Bristol- this technology has great based Ultrahaptics. ‘Now, companies potential within packaging everywhere are integrating the technology TO ‘FEEL’ A SUEDE where personalisation is key. into all kinds of o erings. Touch is a Expect to be able to design sense that we take for granted, but it’s JACKET THROUGH and customise your own packages in the not-too- absolutely critical in everything we do.’ distant future. YOUR DEVICE BEFORE Subconscious processing According to Macdonald Tait, touch is YOU BUY IT processed 1.7 times faster than our other senses, and yet we experience it on a very subconscious level. ‘Think about fi lling your car with petrol,’ she says. ‘That “clunk” you feel when the tank is full Citations_65 REFERENC ES

SELLING POINT Peck J and TL Childers (2006), neurochemical development Barnett A, C Velasco and Frontiers in Psychology: Perception quality) of the wine? Observed ‘muscle sense’ to prosthetic Growth in UK tabletop games pages 6-9 “If I touch it I have to of peripheral sensory C fbres”, C Spence (2016), “Bottled vs. Science, 6:633. correlations”, Food Quality & hand”, http://news.rice.edu/ market: UK Games Expo. have it: individual and Neuroscience, 13, 933–944. canned beer: do they really Preference, 25, 41-45. 2017/05/30/tactile- Gallo C (2012), “How Apple environmental infuences on taste diferent?” Beverages, 2:25. Kampfer K, A Leischnig, feedback-adds-muscle-sense- Digital display ads v print ads Store seduces you with the impulse purchasing”, Journal Fotopoulou A and M Tsakiris BS Ivens and C Spence (2017), Prince GW (1994), “The to-prosthetic-hand-2/ noticed: Lumen Research. tilt of its laptops”, Forbes.com, of Business Research, 59, 765-769. (2017), “Mentalizing Frost R (2006), “Feeling your “Touch-taste-transference: contour: a packaging vision 14 June 2012. homeostasis: the social way in a global marketplace”, assessing the efect of the seen through Coke-bottle LET’S GET Purchasing something or Peck, J and S Shu (2009), origins of interoceptive brandchannel.com, weight of product packaging lenses”, Beverage World, travelling somewhere after

Jha S, J Peck and GD Deitz “The efect of mere touch on inference”, Neuropsychoanalysis, downloaded 22 Oct 2012. on favor perception and taste 113 (Periscope Edition; PHYSICAL reading about it in a magazine: pages 30-35 (2018), “Diagnosticity and perceived ownership”, Journal 19:1, 3-28. evaluation”, PLOS ONE, 12(10). 31 May), 1-6. Magnetic ‘Rules of Attraction’ efects of haptic cues in service of Consumer Research, October Gatti E, C Spence and Vinyl sales: British Study 2014 & 2015. contexts: moderating roles 36(3), 434-447. Frank, LK (1957), “Tactile M Bordegoni (2014), Krishna A and M Morrin Raine T (2007), “Multisensory Phonographic Industry. of haptic orientation and communication”, Genetic “Investigating the infuence (2008), “Does touch afect taste? appeal”, Packaging News, temporal proximity”, Peck J and J Wiggins (2006), , 56, of colour, weight, & fragrance The perceptual transfer of May, 36-37. Tabletop games revenue TOTAL RECALL Psychology Monographs pages 46-47 working paper. “It just feels good: 209–225. intensity on the perception product container haptic growth: NPD Group. consumers’ afective of liquid bath soap”, Food cues”, Journal of Consumer Spence C and A Gallace (2011), Ackerman R and M Goldsmith Kahneman D, JL Knetsch and response to touch and its Grossman K, KE Grossman, Quality & Preference, 31, 56-64. Research, 34, 807-818. “Multisensory design: reaching Print books sales: Nielsen (2011), “Metacognitive R Thaler (1990), “Experimental infuence on persuasion”, S Gottfried, G Suess and out to touch the consumer”, Bookscan. regulation of text learning: tests of the endowment efect Journal of Marketing, 70, L Unzner (1985), “Maternal Hagtvedt H (2014), “Dark Labbe D, N Pineau and Psychology & Marketing, 28, on screen versus on paper”, and the Coase theorem”, October, 56-69. sensitivity and newborns’ is durable, light is convenient: N Martin (2013), “Food 267-308. Cassette tape sales: The Ofcial Journal of Experimental Journal of Political Economy, 99 orientation responses as related color value infuences expected naturalness: impact of UK Charts Company 2019. Psychology: Applied, 17 March (December), 1325–48. to quality of attachment in perceived product attributes”, visual, tactile and auditory Spence C and QJ Wang (1), 18-32. HELLO WORLD northern Germany”, , packaging material properties (2017), “Assessing the impact pages 10-13 Advances in Consumer Research Kirk C, J Peck and S Swain Monographs of the Society for 42, 27-31 (J Cotte & S Wood and role of perceptual of closure type on wine ratings IN NUMBERS Mueller PA and DM (2018), “Property lines in Atkinson J and O Braddick Research in Child Development, (Eds.), Duluth, MN: interactions”, Food Quality and and mood”, Beverages, 3:52, pages 36-37 Oppenheimer (2014), “The the mind: consumers’ (1982), “Sensory and 50, 233–256. Association for Consumer Preference, 27, 170-178. doi:10.3390/beverages3040052. The average reader spends 40 pen is mightier than the psychological ownership and perceptual capacities of the Research). minutes reading a magazine: keyboard: advantages of their territorial responses”, neonate”, in Stratton, P (Ed) Marx V and E Nagy (2015), Lupton E (2002), Skin: Surface Tu Y, Z Yang and C Ma (2015), Time Inc Insight Survey. longhand over laptop note Journal of Consumer Research, Psychobiology of the Human “Fetal behavioural responses to Hara, K (2004, pp. 50-57), Substance + Design, New York, “Touching tastes: the haptic taking”, Psychological Science, 45 (1), 148-168. Newborn, John Wiley, maternal voice and touch”, Haptic: Awakening the Senses, NY: Princeton Architectural perception transfer of liquid Brand recognition of print vs 25 (6), 1159-1168. London, pp. 191–220. PLOS ONE 10(6): e0129118. Exhibition catalogue, Press. food packaging materials”, digital ads: Newsworks and Peck J and TL Childers (2003), Opendoors Books. Food Quality and Preference, RAMetrics. KEEP IN “To have and to hold: the Bowlby J (1969), Attachment ICONS OF Nikolaidou, I (2011), 39, 124-130. infuence of haptic information and Loss, Vol. 1, Attachment, Johnson A (2007), “Tactile “Communicating naturalness Trust in printed vs digital TOUCH on product judgments”, New York: Basic Books. TOUCH branding leads us by our through packaging design”, in Velasco C and C Spence news: Kantar. pages 56-57 pages 14-21 Journal of Marketing, April fngertips”, CTV News, Shows PMA Desmet and HNJ (Eds) (in press), Multisensory All fgures are from the 67 (2), 35-48. Castiello U, C Becchio, S Zoia, Alexander KR and MS Shansky and Sports – Canadian Schiferstein (Eds), From Packaging: Designing New Growth in UK book market: Greeting Card Association C Nelini, L Sartori, L Blason (1976), “Infuence of hue, value, Television, www.applied- Floating Wheelchairs to Mobile Product Experiences, Palgrave Nielsen Bookscan. Market Report. This report, Peck J and TL Childers (2003), et al (2010), “Wired to be social: and chroma on the perceived iconology.com/images/ Car Parks pp. 74-79), The Hague: MacMillan. which covers sales January – “Individual diferences in the ontogeny of human heaviness of colors”, Perception TactileBrandingCTVca.pdf. Eleven International. Sharing ads with friends December 2017, is the only haptic information processing: interaction”, PLOS ONE 5: & Psychophysics, 19, 72-74. and family: Magnetic research based on actual retail on the development, e13199–10. Juravle G, C Velasco, A Piqueras-Fiszman B and C FEELING ‘Rules of Attraction’ Study sales fgures, with data validation, and use of the Anon (1999), “Touch looms Salgado-Montejo and C Spence Spence (2012), “The weight HANDS-ON 2014 & 2015. confdentially submitted by UK pages 28-29 ‘need for touch’ scale”, Journal Fitzgerald M and S Gibson large as a sense that drives (2015), “The hand grasps the of the bottle as a possible publishers to market analysts of Consumer Research, 30 (3), (1984), “The postnatal sales”, BrandPackaging, 3(3), centre, while the eyes saccade extrinsic cue with which O’Malley M (2017), cited Rise of bookshops: Booksellers Echo Research (formerly 430-442. physiological and 39-41. to the top of novel objects”, to estimate the price (and in “Tactile feedback adds Association. a division of Ebiquity). 6_Selling point The power of touch_13

of our cherished tactile experiences, such as couples can lead to decreases in blood stroking a purring cat, applying a perfumed pressure and stress, and can reduce body lotion or tracing the letters of an physical pain. Similar findings are piling impactful sentence in a book. up regarding the role of hugs, massage This integration of touch with other and other touch-based ways to influence sensations is how we build the foundations the neurochemistry of the brain of our sense of self. It starts with being associated with stress, pain and bonding. cared for as a child, when we deploy all the senses. We go through the routines of The effect of touch on the brain being fed, washed, calmed down and put Most theories link the e ects of touch to sleep. Through these experiences, we with three neurochemical systems in the gain multiple opportunities to learn how brain – the cortisol-based stress-reactivity to recognise and regulate our own needs system, ‘social’ hormones such as oxytocin within the context of a safe environment. (the feel-good hormone sometimes known as the love drug) and the opioid system. TOUCH CAN BE AN A natural medicine Work in other animals has confirmed the Thus, emotional touch in early life is importance of touch in these and other fundamental for the healthy development neurochemical systems. Aˆliative touch of both body and mind. As we progress behaviours, such as grooming, tactile play ALMOST IRRESISTIBLE through life, we gain a drive for social and tickling, have been shown to stimulate attachment, proximity and interaction the production of the body’s natural that is learned from those first months. opiates, the endorphins, so that, for When we move on to experience separation example, the more grooming a monkey URGE FOR HUMANS. or rejection by others, we may experience receives, the greater the changes in the psychological pain. Yet it transpires that if brain’s opioid system. There are also rejection hurts, touch can also be a source similar findings in animals as regards the of healing. Seminal rodent studies have flow of oxytocin, known to be released JOANN PECK shown that the frequency of maternal tactile during orgasm. What these neurochemical behaviours, such as licking and grooming, systems seem to have in common, other early in life play an important role in than their tight links with touch and social EXPLORES WHAT determining behavioural responses to stress bonding, is their association with sensory in the short term, as well as in adulthood. pleasure and analgesic e ects. There’s no When puppies are separated from their doubt that positive touch has a unique mothers, the loss of touch inhibits secretion evolutionary role in linking us to other THAT MEANS FOR of growth hormones and DNA synthesis, members of our species and regulating and stimulates excessive stress responses. our health in the process. Importantly, these e ects can be selectively For references, see pages 64-5. reversed by soft, gentle stroking of the CONSUMERS AND HOW puppy, but not by other types of stimulation. It has also been proved in humans that social touch is a very good medicine for SOCIAL TOUCH stress and pain of many kinds, as it is capable WE CAN HARNESS of stimulating the body’s natural painkillers. IS CAPABLE OF Simple, everyday behaviours, such as hand-holding with partners, family members STIMULATING THE THE POWER OF THIS or friends, are capable of regulating both BODY’S NATURAL mental and physical stress and pain. Several investigations in adults have found that PAINKILLERS, WHILE PAPER warm, social, physical contact among FASCINATING SENSE WARM PHYSICAL CONTACT AMONG PHOTOGRAPHY BY ELIZABETH WEINBERG/TRUNK ARCHIVE COUPLES CAN LEAD TO DECREASES IN BLOOD PRESSURE

Front cover PP6-7 Selling point PP11-12 Hello world 4-colour process 4-colour process 4-colour process scustructuredlp tured emboss high-build spot rough matt e die-cut image soft-touch lamination UV coatingvarnish gun metal foil

Changing lives_29 The real thing_17 Changing lives_23 21st-century prosthetics are incorporating Prostheses – artificial devices designed to ground-breaking haptics to enhance replace a missing body part – have existed for thousands of years, from artificial toes the life of the disabled user in ancient Egypt and shield-supporting metal hands in the Middle Ages through to lifelike plastic limbs in the 20th century. Nowadays, previously rudimentary IN 2008, FOLLOWING THE prostheses have been replaced with carbon-fibre appendages, which are stronger, lighter and even capable of a range TOUCH of movements. But until recently, every & SNIFF REMOVAL OF A BENIGN FEELING iteration of these devices had been missing BRAIN TUMOUR, ARCHITECT, a crucial feature: the sense of touch. Intuitive connections Recreating muscle sense PLANNER AND CONSULTANT ‘Touch helps guide us through every The impact of this innovation is movement we make,’ says Dr Marcia significant. A 2017 study by Dr O’Malley GUERLAIN HANDSON O’Malley, Professor of Mechanical and her colleagues found that tactile Originally sold in pots, French brand CHRIS DOWNEY LOST Engineering at Rice University. ‘For feedback on the skin allowed blindfolded Guerlain’s first bullet lipstick was able-bodied people, it’s a totally instinctive test subjects to more than double their unveiled in 1870. In 2009, the sense. Imagine you pick up a cup of co‰ee. ability to discern the size of objects company pushed the boundaries of HIS SIGHT. RATHER THAN You know how far you need to reach, how grasped by a prosthetic hand. The lipstick luxury to the hilt with Rouge hard to grasp the mug, how smooth the artificial limbs that Dr O’Malley works G, which has a weighty, curvaceous mug is, its temperature and how to get it with are non-invasive, although there are casing that integrates a sleek double THINKING OF THIS AS A to your mouth, all because of your sense more advanced prostheses that rely on mirror and has a satisfying click of touch. People who use prostheses can’t surgical integration, such as DARPA’s closure. Jeweller Lorenz Baumer was CAREERENDING EVENT, decipher this information without actively Revolutionizing Prosthetics programme, enlisted to bestow the design with relying on other cues and senses, which where electrodes or wires are implanted the look of a precious jewel. The makes basic tasks much more challenging.’ around nerve bundles under the skin. But packaging of the Rouge G has CHRIS BEGAN TO RELY ON Dr O’Malley and her research team have according to the study, even non-invasive evolved by offering a bespoke case spent years working on technology that prosthetics could help replicate the vital for the refillable lipstick, making it will enable prostheses wearers to overcome ‘muscle sense’ that prostheses wearers lack. a sustainable option that represents HIS OTHER SENSES  MOST these obstacles, identifying haptics as the the brand’s environmental policy most promising solution. Refining the basics while giving the customer a Haptics-equipped prostheses contain Dr O’Malley concedes that prosthetics genuine heirloom. OF ALL, TOUCH  AND electrodes in a socket that fits over the face some challenges, but says that haptic stump of an arm. When the user flexes technology has given the field a new focus. DISCOVERED THAT A WHOLE the muscles that remain in the stump, ‘It’s one thing having a device that can electrical signals are picked up by the move in all these humanistic ways, but electrodes, which relay messages to the users’ actuators – that is, the di‰erent NEW UNDERSTANDING prosthetic hand, telling it to open, close, things they can do with their existing grasp or extend (‘there’s some muscle muscle to facilitate these di‰erent training involved for the user,’ says movements – are more limited. We’re OF ARCHITECTURE WAS Dr O’Malley). This feeds back with working on ways to expand this, but right a haptic response that gives the user now we have to prioritise and refine the POSSIBLE. HERE, HE EXPLAINS a more intuitive understanding of the most important movements, and it’s object they’re holding. A ‘squeezing’ haptic feedback that’s adding a vital level sensation around the stump might reveal of functionality.’ As Dr O’Malley notes, JIF LEMON how hard the hand is grasping, for prosthetics will never enable wearers Taking its cue from nature itself, this HOW HIS BLINDNESS example, while vibrations might indicate to regain the sensation of their missing bottle was developed by designer Words: Rachel England. Photography: Getty England. Rachel Words: Images texture or that the object is slipping. limb. However, innovation in the Bill Pugh in the 1950s, who carved a HAS BROUGHT A UNIQUE technology does mean that artificial wooden core and covered it in peel limbs will become more naturalistic, before creating the plastic mould. This helping users regain the functionality haptic package replicates the feel of PERSPECTIVE TO HIS WORK only possible through the sense of touch squeezing an actual lemon, but more that so many of us take for granted. conveniently and with less mess. INTERVIEW BY WILLIAM SIGSWORTH For references, see pages 64-5.

PP16 Icons of touch PP22-23 Changing lives PP28-29 Feeling hands-on FINI 4-colour process 4-colour process 4-colour process scustructuredlp tured emboss high-build spot matt eUVUV varnish coatingvarnish chrome silver ink lemon fragrance varnish Reach Out And Touch Joanna Mead Cover illustration: Vault 49 is published as a partnership Thanks to Phillip Savill Cover printed on McCoy Silk between Sappi Europe Cover 120lb/325gsm, text and John Brown Creation Sappi Europe printed on McCoy Silk Text Sappi is a leading global provider 30_Embracing analogue 46_The science of reading TAKING NOTES IN LONGHAND It is not an understatement to say that CAN HELP YOU REMEMBER digital mediums have taken over every aspect of our lives. We check what our IMPORTANT MEETING POINTS friends are doing on the glowing screens in our hands, read books on dedicated BETTER THAN TYPING THEM e-readers, and communicate with OUT, WHILE ABSORBING Kirsty Hector-Duncan 100lb/148gsm of sustainable woodfibre customers and clients primarily via email. Yet for all the benefits the digital world has INFORMATION FROM ANALOGUE brought us, there is growing evidence that the brain prefers analogue mediums. MEDIUMS NOW APPEARS TO Studies have shown that taking notes TOTAL Studies show that reading IMPROVE MEMORY RETENTION in longhand can help you remember John Brown, Maxine Martin products and solutions. At Sappi, something in print instead important meeting points better than printed books may come down to what’s novels, for instance), medium may make of on a screen helps us to typing notes out on your laptop or called meta-comprehension deficit. ‘Meta a di•erence to comprehension or to the smartphone. The reason could be that comprehension refers to how well we are reading experience. But this remains to retain the information ‘writing stimulates an area of the brain “in touch with” our own comprehension be tested empirically.’ RECALL more comprehensively. called the RAS (reticular activating while reading,’ says Dr Mangen. ‘For In other words, unless people are sending explores system), which filters and brings clearly instance, how much time do you spend you novel-length emails (which, let’s face it, Michael Grothaus to the fore the information we’re focusing reading a text in order to understand it they shouldn’t be), you don’t need to rush to 8 Baldwin Street, Sappi McCoy is a sustainably we are committed to ensuring the phenomenon on,’ according to Maud Purcell, a well enough to solve a task afterwards?’ the print button, as reading short snippets psychotherapist. If that is the case, One study revealed that people think of information on a screen probably doesn’t and the analogue pen really is mightier they are better at comprehending hinder memory retention or comprehension. let’s than the phone, it’s no wonder some of information when they read it on a digital my colleagues have ditched their screen. This resulted in participants who A place for print and digital smartphones for paper planners. read a text on screen doing so much faster Dr Mangen also stresses that it isn’t correct London EC1V 9NU No part of this magazine may be manufactured premium coated that print remains an effective And it’s not just recording our thoughts than those who read it in paper format. to proclaim that information gleaned from on paper that appears to be better for us. Despite spending less time reading the print is always going to be just as good, if Absorbing information from analogue material, the digital readers predicted they not better, for memory and comprehension get mediums now appears to improve memory would perform better on a quiz about the than that learned from digital. retention and, thus, productivity. In a study text than those who read it on paper. Yet ‘It is not – and should not be – a question conducted by Dr Anne Mangen, a professor when the digital and paper groups were of either/or, but of using the most at the Reading Centre at the University of tested, the paper groups outperformed the appropriate medium in a given situation, Tel +44 20 7565 3000 reproduced without permission paper known for its unsurpassed and financially attractive choice. Stavanger, Norway, participants were given digital groups on memory recall and and for a given material/content and the same 28-page mystery story to read comprehension of the text. purpose of reading,’ she says. She notes physical either on an Amazon Kindle or in print that ‘all media and technologies – old as format. After the participants had read Should you print your emails? well as new – have distinct user interfaces, the story, they were asked a number of Books are one thing, but do our brains and that the user interface of paper in some questions about it. ‘We found that those absorb information better if we read from circumstances and for some purposes may Fax +44 20 7565 3050 from the publisher. The views print surface, high brightness Every customer has specific David Sax enthuses about the success of the who had read the print version gave more other physical mediums, such as newspapers support key aspects of reading (retention analogue fightback in the digital age correct responses to questions having to and magazines? Not necessarily. of complex information) or of study do with time, temporality and chronology ‘Length seems to be a central issue, (writing notes in the margins) better than ILLUSTRATIONS BY TOBY TRIUMPH (for example, when did something happen and closely relate d to length are a number digital devices do.’ in the text? For how long did something of other dimensions of a text – for last?) than those who had read the story example, structure and layout. Is the Slowly does it on a Kindle,’ says Dr Mangen. ‘And when content presented in such a way that it is If you’re a fan of digital books, then you’re [email protected] expressed in this publication are and superior tactile feel. When needs and business objectives, participants were asked to sort 14 events required that you keep in mind several not out of luck. Like the digital readers in the correct order, those who had read occurrences/text places at the same time?’ mentioned in the study above, you may it on paper were better at this than those asks Dr Mangen. In other words, she says, think you are absorbing the information who had read on the Kindle.’ complexity and information density may better than you actually are, and thus move While this has yet to be exhaustively play a role in the importance of the through the book faster. A simple solution investigated and understood, Dr Mangen, medium providing the text. to this is to slow down and take more time www.johnbrownmedia.com not necessarily those of Sappi or approached holistically, as and we stand ready to invest who now chairs E-read, a European ‘It may be that for certain types of text reading the material, and you might absorb research network of interdisciplinary or literary genres (for example, romantic the information just as well as those who scholars and scientists researching the page-turners), medium does not matter naturally take longer to read a paper book. e•ects of digitisation on reading, says one much, whereas for other genres Michael Grothaus is a novelist and journalist. John Brown is a John Brown. Sappi does, paper is one of the time and resources to help our Photography:GettyImages, iStock explanation for the benefit of reading (cognitively and emotionally complex For references, see pages 64-5. carbon-neutral company most sustainable mediums for customers define and develop Exciting, tactile finishes really make a printed product The names and other intellectual communications. Our paper theirs. www.sappi.com PP30-31 Let’s get physical PP38-43 My favourite PP47 Total recall Sappi Europe, property of the companies and is derived from renewable stand out. Here are the ones we’ve used in this magazine 4-colour process 4-colour process with 4-colour process 166 Chaussée de la Hulpe, brands appearing herein are resources, made with high levels SHES high-build spot gloss UV varnish match red coating coating high-build spot matt eUVUV varnish varnish 1170 Brussels, the exclusive property of their of renewable energy and is soft-touch coating Belgium respective owners and are not recyclable. Tel +32 2 676 9700 an endorsement of or by Sappi. To order more copies and to

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countries. John Brown creates content that FINNISH ¥880 FOR SNOW LEOPARDS PART 1 P OBOOST W E R YOUR BRAND This year marks the 30th anniversary print was dead, it was just a failure to write for the magazine, and their articles PR Creation John Brown Effective date- 1.20 Want more info? Scan the QR is seeded across multiple brand of the worldwide web, a phenomenon understand that it isn’t a case of print appear alongside interviews with music Over the next six pages, we explore the resilience of the that many believed would sound the or digital, it’s about knowing how to artists scheduled to perform at the venues. death knell of print. Instead of facing disseminate the content you create across As well as the 10,000 copies available in printed word – specifi cally, why their demise, though, ink-on-paper all platforms,’ he told the BBC’s MOTD: the restaurants, a further 90,000 are brand magazines and independent products are enjoying something of The Premier League Show earlier this year. distributed via fi ve-star hotels, fi rst-class newsstand titles are thriving a rebirth. Brands have discovered that, British restaurant group Boisdale is airport lounges and lobbies of City of Marie O’Riordan Code to access Neuroscience of platforms to guarantee optimal when it comes to the written word, a live example of this multi-channel London o‘ ce blocks. the importance of touching something approach. It has 30,000 followers across Publishing Director Andrew Davies tangible has never been more appreciated. social media and sends out a weekly says the magazine o” ers added value. Businesses from airlines to supermarkets e-newsletter to its 85,000-strong ‘We see it as being in line with the OF are producing magazines designed not database of subscribers, but its greatest trend for vinyl rather than streaming only to promote their marketing message communications investment is a quarterly on Spotify,’ he says. ‘People want to but to build a deeper relationship with magazine called Boisdale Life. The 84-page touch and play things and experience a Vanessa Thompson Touch videos return on investment for its their customers. Furthermore, catalogues glossy was launched in 2014 to improve di” erent sort of sound when they listen – which had been considered the medium customer engagement. Regular diners, to vinyl, and the same applies to print. most vulnerable to online competition – such as broadcasters, politicians and For our luxury advertiser, the touch have reinvented themselves as premium captains of industry, were persuaded to and feel of a glossy magazine is not an Rather than making digital screens more products that cut through the digital noise, INTtactile, why not make paper technological? spawning the ‘fl ick to click’ phenomenon. Clever innovations mean print is becoming William Sigsworth clients – building loyal followers Former GQ editor James Brown, who “THE TOUCH AND FEEL OF A now edits football monthly FourFourTwo, a springboard to a whole new co-existent reckons there is ‘defi nitely’ renewed GLOSSY MAGAZINE CANNOT world for brands and industries to explore interest in print. ‘If you went back ten

PRINT Midgley Dominic Words: years ago, when people were saying Chris Parker and boosting revenue. To find BE REPLICATED ONLINE” ILLUSTRATIONS BY MICHELE MARCONI Sara Grossman out how we can help you create ED Mark Singleton positive conversations around PP51-53 Boost your brand PP59-61 The revolution will Back cover Lisa Walmsley your brand, please contact PP54-55 Green shoots at be printed 4-colour process Susannah Ewart-James Rowan Manning, CEO, on Rowan. the newsstand 4-colour process sculptured emboss Lillia Bolton [email protected] Cover printed on McCoy Silk 120# Cover 4-colour process spot vignette chrome silver ink soft-touch laminate Mike Lamb Tel +44 20 7565 3000 Body printed on McCoy Silk 100# Text spot gloss UV coatingvarnish

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