Sappi's Haptics Booklet Takes First Place in Positively Print Award

BOSTON, MA -- Sappi North America announces that it has won the sixth-annual Positively Print award, co-sponsored by the Graphic Arts Show Company (GASC) and Two Sides North America, for its 2015 promotion Haptic Brain, Haptic Brand: A Communicator's Guide to the Neuroscience of Touch. Positively Print is given to the individual, company or organization that develops a program or ad campaign which best illustrates the strengths, sustainability and value of print as a marketing medium. Sappi's campaign included a printed book, 6 video shorts, a microsite and live events featuring Dr. David Eagleman, a leading neuroscientist and specialist in haptics.

"Sappi has long emphasized the science behind how media affects communication. The scientific exploration on this project was conducted by Dr. David Eagleman, who extensively researched how different media shapes perception and specifically how our sense of touch impacts our experience with corporate communications and brands," said Deece Hannigan Vice President, Coated and Packaging Business. "Additionally Dr. Eagleman broke new ground finding that paper quality significantly affects viewer response."

Synthesizing decades of research, Haptic Brain, Haptic Brand: A Communicator's Guide to the Neuroscience of Touch shares how:

•Brains are built to respond to touch. (More than half the brain is devoted to processing sensory experience, and much of that receptivity focuses on touch).
•What we touch shapes what we feel, influencing perceptions both consciously and subconsciously about people, situations, companies and brands.
•Tactile communications, like paper, cause people to exhibit a sense of ownership of the objects they read about, influencing buying decisions.

The award, last given to IKEA for its BookBook campaign, was accepted on behalf of Sappi by Daniel Dejan, Sappi etc. Print & Creative Manager, in Chicago at the 2015 Graph Expo convention.

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