How The Sense of Touch and Texture Influence Consumer Psychology
Imagine you're sitting in a Porsche 911 GT3. The sleek design and premium materials evoke a sense of luxury—but there's something deeper influencing your decision to buy. You are sitting inside the car, feeling the ambiance and picturing a world where you already own a Porsche. The price is up to debate, but what really shapes your decision-making process might not be the numbers on the table or the salesperson’s pitch—it’s the comfort you are sitting in.
In a study by Harvard Business Review, researchers, Lawrence Williams and Joshua Ackerman, found that “people sitting in harder, cushion-free chairs offered 28% less than people in soft chairs. That is, hard chairs made people tougher negotiators, while soft chairs made others more receptive to persuasion” (Williams & Ackerman, 2011). Now, think about how this tactile phenomenon translates to consumer psychology.
The Role of Touch in Consumer Psychology
In today’s saturated landscape, every brand wants to stand out in their field—from Instagram ads to catchy slogans, marketers are always in the look for ways to capture their customer’s audience and increase market share. While these strategies grab attention, they often fail to forge brand loyalty and emotional connection.
While marketers have furlong understood that sight, taste, sound and even smell influence consumer psychology the most, an often powerful and overlooked tool at their disposal is texture—the sense of touch. Whether it’s the feel of an eco-friendly packaging or the smoothness portrayed through ads on luxury handbags, texture plays a critical role in shaping branding and consumer perception.
Texture is the unspoken language of marketing, shaping consumer psychology and decisions in ways that visual and auditory cues cannot. From the tactile allure of physical products to the sensory impressions conveyed digitally, texture unlocks a deeper emotional resonance that fosters brand loyalty. Embracing the psychology of touch is the key for brands to stand out and create memorable, persuasive connections with their audience.
Why Texture Matters in Marketing - even Digital Marketing
Texture plays a pivotal role in the customer’s muti-sensory journey, creating stronger emotional connections than visual stimuli alone. Tactile experience delves into an often-overlooked layer of consumer psychology, creating deeper, more authentic bonds with consumers and brands. Beyond mere functionality, consumers value the sensory richness of a product—this is where texture becomes a defining product, elevating the brand’s experience and creating its competitive advantage.
Neuroscientist Dr. David Eagleman and branding expert Lana Rigsby, emphasize that “brands that really know how to engage their customers are brands that have mastered the science of touch. They understand how to leverage haptics to create impactful marketing pieces that forge memorable and meaningful connections between brand and customer” (Sappi, 2023).
Whether it’s the feeling of a brand-new book, evoking a sense of freshness or the journey of going to Zara and being able to try all your favorite tops, feel the material and see how it looks in your body, texture plays a vital part of shaping a brand’s identity and creating consumer’s trust.
Moreover, touch ad tactile influence is not confined to in-person experiences—it transcends to the digital space. While consumers can not physically touch an online product, visual cues evoke tactile impressions that influence perception. For instance, grained background patterns can evoke a sense of craftmanship while app icons convey as aspect of modernity and innovation. These digital textures mirror physical sensations, making them just as important in shaping the branding interface.
Putting Theory into Practice: Case Studies and Examples
We have all made purchases, whether online or in person—shopping is just part of being human. But have you ever stopped to think about what actually drives those decisions? More often, it’s the subtle factors, like eye-catching packaging, viral try-on hauls, or reviews we scroll past on TikTok or Instagram. While vision might be the first sense to grab our attention, touch plays a much deeper role in leaving a long-lasting impression.
Take Apple, for example. They have completely changed how people shop for devices. Walking into an Apply doesn’t feel like you are shopping - it feels like you’ve entered a playground where you can touch and feel everything in sight. You are encouraged to pick up the products, try them out and spend time with them. This strategy is connected to the Endowment Effect, which suggest that “when it feels like you own something, you tend to value it more” (Shaw, 2020).
Think about it, the longer you are swiping through an iPad or testing the smoothness of MacBook Air trackpad, the harder it is to walk away without it. This hands-on experience gives Apple a huge competitive edge by creating an emotional investment even before making a purchase. This way, Apple demonstrates how texture is not just an element of design—it is a strategic branding tool that drives sales and fosters brand loyalty.
Even in digital spaces, where touch is not possible, texture can have a profound impact of a customer’s purchase intent. For instance, Instagram food influencers often incorporate textures surfaces such as wooden tables or frothy Nespresso coffee or even flaky croissants into their photos. These visuals evoke a tactile impression, making viewers interpret textures within their own imagination. Beyond first impression, this digital touch connects the audience in a sensory level, integrating the visual stimuli to the desirability of the product, in this case the food being advertised in the Instagram story, reels or post.
Airbnb is a great example of how digital texture can foster emotional connections with customers. Through “high-quality, branded photographs, Airbnb tells a story that aligns with the band’s value sand aesthetic to strengthen brand identity” (Ellis, 2022). These visuals bring listings to life by showcasing the unique experiences customers can expect—soft bedding, rustic wood floors, and airy curtains that evoke a sense of comfort and authenticity.
The clever use of digital texture highlights the physical elements of a space bridging the gap between the online and physical world. The images allow users to picture themselves in these places, creating a powerful emotional connection. For a brand in the hospitality industry this is an excellent neuromarketing strategy—invoking feelings of relaxation, adventure and belonging to convince guests to choose Airbnb over competitors.
By leveraging the psychology of texture and its influence on emotions, Airbnb turns leads into loyal advocates of their service, demonstrating how texture, even in digital form can be an effective strategy for build trust and driving engagement.
Distinguishing The Brand with Texture and Touch
Brands that integrate tactile elements into their branding strategies create a level of differentiation that is not easily replicated. Texture plays a unique role in connecting consumers on an emotional level, transforming products form mere commodities to memorable experiences. The sense of touch—whether experienced physically or through digital interfaces—helps consumers perceive products as a part of a larger narrative.
Research by Harvard Business Review shows the importance of emotions in purchasing decisions, highlighting that “consumers don’t just purchase products; they buy experiences that resonate with their emotions” (Magids et al., 2015). Texture enhances this resonance, whether it’s through the Christian Louboutin’s glossy finish on heels sole, or the contoured glass of a Coca-Cola bottle, these tactile cues build trust and credibility. Additionally, studies reveal that “95% of our purchasing decision are subconscious and driven by emotions” (Strull, 2024). This makes texture not just a design choice but a strategic tool to fostering a relationship with consumers.
How to Apply The Psychology of Touch to Marketing
It’s time to rethink how your brand incorporates texture into product design and packaging. Start by asking yourself:
· What emotions does the texture or touch of your product and packaging evoke in your consumers? Does it align with your brand’s values and story?
· Are you crafting a tactile experience that authentically communicates your brand identity?
Texture is more than just a design feature—it’s a bridge to connect with your audience on a multi-sensory and emotional level. Beyond product packaging, consider how touch impacts other branding elements, such as marketing materials, catalogs, portfolios, blogs, magazines and even book covers.
Consistency is key. From the materials used to your color palette and imagery, ensure your branding creates a seamless and cohesive experience across digital and physical spaces. This not only strengthens your recognition but also leaves a lasting memory and impression, making your brand unforgettable in the mind of your customers.
The Future of Marketing is Texture
In a world dominated by visuals and sound, texture remains an untapped frontier in branding, holding the power to influence consumer psychology and emotions on a subconscious level. Whether through the tactile sensation of a product in-store or the "digital feel" of a brand's online presence, texture transforms passive interactions into memorable experiences.
By integrating texture into their brands, companies can forge deeper emotional connections, inspire brand loyalty, and stand out in a saturated market. In the age of sensory overload, embracing tactile experiences is not just an innovation—it’s a necessity. As you craft your next campaign, ask yourself: what story is your brand telling through touch?
Photo by freestocks via UnSplash
About The Author
Maria Alonzo is a senior at Hult International Business School with a passion for creative branding, social media strategy, and consumer insights. With experience across influencer marketing, investment banking, event management, and the restaurant industry, she thrives in fast-paced environments, blending creativity with data-driven findings to drive impactful marketing strategies. Outside of work, Maria is a devoted foodie and blogger, exploring the culinary scenes of Boston and the Dominican Republic. Her long-term goal is to open a restaurant in the Dominican Republic, where she plans to merge innovative marketing with exceptional dining experiences.
References: The Neuroscience of Touch for Consumer Psychology
Ellis, M. (2022, August 30). What Are Digital Brand Assets? OpenAsset.
Magids, S., Zorfas, A., & Leemon, D. (2015, November). The New Science of Customer Emotions.
Harvard Business Review.
sappi. (2023). The Neuroscience of Touch | Sappi Global. Sappi Global.
Shaw, C. (2020, July 24). How Apple Uses Psychology to Develop Outstanding Experiences. Mac
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Strull, V. (2024, September 16). The Neuroscience of Touch» PostPress. PostPress.
Williams, L., & Ackerman, J. (2011, December 15). Please Touch the Merchandise. Harvard
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