Touch me, touch me, I want to feel your… brand!
by Gerri Hansen, founder and director of BrandSensory
March 2025
Perhaps I’m showing my age by referencing 80s popstar Samantha Fox here… but in her classic chart-topping song “Touch Me” (and apologies if its stuck in your head now), she’s singing about one of the most important aspects of human connection: touch.
But while Sam was talking about quite a specific kind of touch, in the world of premium brands the concept of touch is just as important. In relationships we often talk about chemistry and the inexplicable elements that draw you to certain people. And for the same reason, here at BrandSensory we talk a lot about the chemistry of feeling.
From the fabric on a sofa to the materials in your product packaging, carefully considered tactile elements have the power to significantly shape the overall brand experience. And studies show that customers are five times more likely to remember a brand that incorporates tactile elements into their product or experience.
So if you want to create a deeper connection with your customers (and who doesn’t?), you simply can’t afford to ignore sensory design. It’s not just about how things look; it’s about how they feel. Tactile experiences, from the feel of a bespoke piece of furniture to the weight of a premium product in your hand, have the power to elevate your brand and make it unforgettable.
How does touch trigger memories and create connection?
The soft fabric on Ligne Roset’s Pukka chair stimulated strong emotions in a recent sensory experiment
Textures and materials can evoke emotions, create feelings of comfort or security and even trigger memories, making your brand more embedded in the mind of your customer. We recently conducted a sensory experiment for Ligne Roset Contract and the Restaurant & Bar Design Awards involving a number of leading interior designers. Upon stroking the soft velvet of the Pukka chair, one designer was brought to tears as she was mentally transported to her grandmother’s home in France, with memories of cuddling up and feeling utterly safe.
Thoughtful design choices can turn a good experience into something exceptional. These materials do more than just look good, they’re telling a story about your brand and what you stand for.
Why tactile design matters for premium brands
1. A mark of quality
When you walk into a premium retail store, the visual ‘wow’ is a given. But to really cement value associations in customer’s minds, we need to engage more senses. My mother, who had worked in haute couture fashion in the ‘70s, always fingered the clothes when we’d go shopping, quickly establishing whether they were well made, and if the fabrics were good quality. And while her approach was intuitive, there’s a commercial reason we need to pay attention to the materials we choose in design: tactile interactions can increase perceived product value by 20%, with 80% of consumers believing premium materials signal a more valuable product. It’s why luxury electronics brand Bang & Olufsen designed a heavier remote with their devices than necessary – the weight signifying supreme quality. Whether it’s the smoothness of a marble countertop or the texture of the linen napkins, tactile elements can send some serious signals about your brand.
Bang & Olfusen remote controls are heavier than necessary, increasing value perception for the luxury brand
2. Extending the guest experience
The design concept and artworks at Ansty Hall draw on specific sensory textural cues
Particularly in hospitality environments, the tactile experience can truly set the tone for the entire stay and extend your brand story throughout the experience. Our sensory strategy and brand concept for the redevelopment of Ansty Hall included a number of textural cues, and a variety of handcrafted materials feature across the artwork, fabric and furnishings, uniforms, and crockery and silverware. When research shows that 76% of hotel guests suggest the feel of items like bedding and furniture are a major factor in their satisfaction, these tactile details really matter. From snuggling under luxurious linens to feeling the handcrafted ridges in a mug over breakfast, using touch can make guests feel a part of something special, and deeply valued.
3. The brand in your hands
In our e-commerce charged world, many customers only experience a brand digitally and transactionally… that is until their delivery arrives. So packaging can play a huge role in how consumers perceive your product. Studies show that 83% of consumers are more likely to buy from a brand that offers unique, high-quality packaging. Tactile details like soft-touch coatings, embossed logos or innovative designs of padding or product protection can contribute to the feeling of luxury, craftsmanship, and storytelling, reinforcing the brand's credentials and personality.
So how does sensory design move the commercial dial for businesses?
1. Reinforce brand distinctiveness
Brands are more than just products, they sell an experience, and particularly in the premium/luxury world. Using distinctive sensory assets to inform the materials and elements you choose will create an extension of your brand story beyond the expected, and drive competitive differentiation.
2. Create emotional connection
Like Sam’s song, it’s about tapping into primitive, basic chemistry; touch directly activates parts of the brain responsible for emotions. The feel of a high-end product can evoke positive feelings, deepen associations and making customers feel they belong, and are valued. The right textures make an experience feel more personal, meaningful and memorable.
3. Boost value perception
Consumers associate premium feeling materials with higher quality, opening the door for elevated pricing strategies and upsell. The right textures and finishes reinforce value perception and can really enhance your brand’s credibility and positioning.
Creating lasting impressions through touch
Using specific textural cues not only enhance the design aesthetic but also deepen customer perceptions that drive commercial behaviours
As competition in premium markets intensifies, creating experiences that engage all the senses will be essential for brands looking to make their mark. By engaging with customers on a more emotional level, incorporating sensory elements including tactile features, you create deeper connections with your audience that drive commercial behaviours.
It's not just about looking good; it’s about creating a feeling that lasts, drawing them deeper into your brand world. So next time you step into a beautifully designed space or browse a premium product, take a moment to appreciate how it feels, and how it makes you feel. In the world of premium brands, touch is more than just a detail, it’s a defining part of the experience.
We work with a variety of brands to elevate their brand experience through sensory design. We’d love to discuss your upcoming project and see how we can help drive a deeper connection with your customers.