In a world saturated with visual content, tactility is becoming a new way to reach client emotions. When we touch a surface, our brain receives information about brand reliability, quality, and status at a subconscious level. We examine how tactile marketing transforms a regular reception desk into a powerful sales tool.
Haptic Design: The Forgotten Sense
Haptic design is the creation of objects with touch in mind. In a lobby, the guest's first point of physical contact with the brand is the reception counter. The sensation of cold, massive stone communicates stability. Warm, velvety wood — hospitality. If a surface feels cheap or 'plasticky', it instantly devalues all of the company's marketing promises.
We select materials that evoke the 'correct' set of emotions: from confidence to calm, using natural stone irregularities and the warmth of natural oils.
Texture as an Attention Navigator
Sensation Contrasts
Effective tactile marketing is built on contrasts. Combining raw cleaved stone and mirror-polished steel forces a guest to involuntarily slow down. In places where a guest must leave a signature or phone number, we use maximally comfortable, smooth materials — leather or frosted glass. This reduces anxiety levels and makes the interaction process more natural.
