“Seeing’s believing, but feeling’s the truth” – Thomas Fuller
“Any man who can drive safely while kissing a pretty girl is simply not giving the kiss the attention it deserves” – Albert Einstein
I first wrote about the importance of the sense of touch five years ago (click here). At that time there was very little literature focusing on this important sense, but the last two years has seen the publication of at least four books about touch and related senses (see below) so it’s time to look again at touch. Touch is often neglected, especially by marketers, so let’s focus on why touch is such a powerful way to communicate with your customers. Read more »
The Incredulity of Saint Thomas by Caravaggio
“The hands want to see, the eyes want to caress.” - Johann Wolfgang von Goethe
“The task of architecture is to make visible how the world touches us” - Juhani Pallasmaa paraphrasing Merleau-Ponty
Are we seeing too much?
In The Eyes of the Skin, Juhani Pallasmaa argues for the importance of our sense of touch and the dangerous dominance of vision in our thinking, design and buildings. Vision was the last of the senses to develop in evolutionary terms, but has become our dominant sense accounting for around two-thirds or more of sensory processing (you can read more on vision here and more on touch here). Like all the other senses, our sight is embedded in our skin and is an adaptation of it. Vision originated as light sensitive skin cells, and our eyes still have a covering of skin. Our skin is still sensitive to light and experiments have shown that some people are even able to detect colour from their skin’s sensitivity alone (that is, they can see with their skin!). Read more »