This Is Your Brain On Paper
Daniel Dejan, Sappi North America
More than half the human brain is devoted to processing sensory experiences. Touch, in particular, is an important part of the communication process. The way we understand and interpret the world is fundamentally rooted in our physical bodies. So, how things feel drives our thoughts and behaviors, influences our comprehension and retention of information, and profoundly shapes our emotional connections. Haptic Brain/Haptic Brand looks at communication through the lens of neuroscience, exploring how media shapes the brain and, consequently, the way a brand is perceived. Dejan will present a deep dive into the discussion of ink-on-paper in comparison to digital communication. He will cover how the sense of touch influences readers’ perception and retention of brand and marketing communications. He will discuss the endowment effect, its impact on desire and why quality matters. Dejan will dig deeply into Bi-Lateral Literacy and its impact on how content is perceived. And, he will discuss how ‘constant distraction’ affects our ability to learn, to comprehend and to retain the vast amounts of information we consume.