Marcus Clifford, the PrintBoosterologist, asks why we are not exploiting print’s sensory power with more gusto
I have followed AmplifyPrint.org for a while now and wondered why there is no unified collective in the UK. It’s such an important opportunity for our sector to offer innovation and deliver enhanced connectivity with consumers. I see a small number of Companies using social media to highlight embellishments as a differentiator and increasing the impact of Print, but maybe now it’s time to raise the science of what Print really does and raise ourselves in the eyes and minds of customers?
Watch out for this Research from the latest Amplifyprint event, ‘The 2025 Digital Embellishment Study to Empower the Printing Industry’.
It’s time we FULLY sprinkle the key elements of psychology, neuroscience, and tap into the science of human behaviour through the power of print. Advertising and Marketing agencies have done this for years and are trusted by Brands. Once, Printers did not offer sophisticated data and online solutions, did not offer strategic account management, but we showed our ability to master and become experts.
We in the print sector have the tools—now we must apply the knowledge, measure the outcomes, and educate all our outward-facing staff, instil and frame the mindset of marketing and innovation.
Mathew Faulkner, EMEA Marketing & Innovation Director – Canon Europe, has long been a passionate advocate of the psychological power of print. One of his latest articles is worth reading. ‘How to tap into the psychology of personalisation to make brand-related experiences unforgettable.’
In a world saturated with digital noise, print has evolved into something far more potent than ink on paper. It offers not one but two secret weapons that no screen can replicate: visual enhancement and haptics. Together, they deliver a multi-sensory experience that captures attention, excites the brain, and embeds brands deep into memory. But that’s only the beginning—because when combined with the psychology of selling and behavioural science, print becomes a platform for emotional connection, loyalty, and commercial growth.
The Latest in Print Finishing Embellishments
Technological advancements have unlocked a new era of affordable, short-run, and high-impact embellishments. These finishes transform the printed page into a living, tactile experience:
- Digital Foiling – Metallics and holographics that sparkle and shift, catching the eye and suggesting quality.
- Spot UV and Raised Varnishes – Glossy accents and texture contrast that engage both sight and touch.
- Soft-Touch Lamination – A luxurious feel that encourages people to linger and builds subconscious brand value.
- Embossing/Debossing – Adds physical depth that begs to be touched.
- Textured Finishes – Simulate natural materials to surprise and provoke sensory memory.
- Laser Die-Cutting – Intriguing shapes and layered storytelling.
- Scented Varnishes – Turn packaging and brochures into full sensory encounters.
These enhancements are more than decorative. They are strategic tools that stimulate curiosity, signal prestige, and drive engagement.
Neuroscience Meets Print
Neuroscience helps explain how people:
- Pay attention (selective focus based on novelty or sensory input)
- Remember information (through emotional or sensory anchoring)
- Make decisions (largely driven by subconscious/emotional brain systems)
- Engage with brands (through multi-sensory and emotionally charged experiences)
Strong visuals:
- Capture attention via the reticular activating system (RAS), which filters sensory input.
- Engage the amygdala and hippocampus to anchor emotional and memory responses.
- Help form Brand associations through consistent visual identity (colour, font, logo use).
Why is print an effective tool to facilitate this?
Why does embellished print work so well? The answer lies in the brain. The Somatosensory system provides us with the ability to sense touch through a huge network of nerve endings and touch receptors in the skin. There is a direct Neural correlate. Physical touch increases levels of dopamine and serotonin, two neurotransmitters that help regulate ones mood and relieve stress and anxiety.
Studies show:
- Visual stimuli such as shine, shimmer, or dimensionality activate the brain’s reward and memory centres.
- Touch (haptics) deepens emotional processing and significantly increases brand recall.
- Multisensory experiences (sight, touch, even smell) lead to stronger emotional bonds and longer-lasting impact.
When combined, these create a high-performing communication channel that builds trust, evokes feeling, and increases consumer willingness to act—or buy.
- It triggers emotion and a sense of value.
- It encourages interaction—people pick it up, explore it, and keep it.
- It drives behavioural intent—more likely to respond, buy, or share.
Scientific Evidence of the Link
- Neuromarketing studies (e.g., by Temple University, Millward Brown) show that printed materials with embellishments result in greater brain activity in areas associated with emotional processing and memory than digital media.
- Haptic studies show people are more likely to remember and value a printed item they can touch and interact with, especially if it’s multi-sensory.
The Psychology of Selling and Human Behaviour
Formerly part of SMP Group, a large Format/ POS business, Sparks Emotions, sparkemotions.com, offers advice to brands on what is influencing human behaviour. As a Print Service Provider, all the information and service deliverability is there for you to offer this also. Print impacts emotion and action through embellishments.
A Golden Opportunity BUT why is adoption still low?
In late 2024, Keypoint Intelligence conducted a survey of printing and mailing professionals to gain a deeper understanding of how embellishments are being used in the field. The results revealed a striking gap between potential and practice: only 8% of total print volumes included any form of embellishment.
Keypoint also gave research on what Companies reported were some of the current difficulties, and there are curious responses. What do you think?
This needs sorting—it’s a golden opportunity waiting to be seized. As ever, for those who see opportunity, break down barriers in a systematic and enlightened way, make hay, to continue the metaphors, it’s time to grasp the nettle and make it happen for you!
Marcus Clifford.Print Sector Business Coach, Positive Psychology Coach & Consultant
📞 0774 381 8806 | 📧 Marcus@printboosterologist.solutions
Read more from Marcus on Eye on Display