The “neuroscience of touch” sounds like something you’d study in an advanced science class, but it’s actually a term that the direct mail industry understands quite well. The sense of touch influences emotion and decision making — which is certainly something marketers want to do, especially when it comes to generating a lead.
For example, touch can enhance (or detract from) perceived value. Imagine the feeling of holding a glossy brochure printed on very high-quality paper stock. Or a version with the very same words printed on a piece of copy paper folded over. Before you read any of the copy, you know that one of the brochures just feels better and leaves the impression that it has more value.