In today’s digital-first world, consumers are constantly swiping, scrolling, and tapping on glass screens. But when it comes to making a lasting impression, print still holds an edge—and embellishments like foil stamping, spot UV, and raised varnishes take that advantage even further.
Kevin Abergel, president of Taktiful, recently explored this in The Embellishment Effect: The Hidden Language of Print. His findings confirm what many in the print industry have long known: texture and shine don’t just look appealing, they influence how people feel, remember, and respond.
First Impressions in Foil
A recent study conducted in partnership with Clemson University put this idea to the test. Two boxes of gourmet crackers—identical except for packaging—were placed side by side. One box was plain; the other had a gold foil logo and silky spot UV.
The result? 93% of shoppers chose the embellished package. Many paused to turn it in their hands, connecting with it physically before consciously deciding.
This is the power of embellishment. It makes a product or printed piece feel premium, important, and more trustworthy.
Why Touch Matters
Psychologists call it haptic psychology. The way something feels in our hands affects how we judge it. Dr. David Eagleman, a neuroscientist who has studied the role of touch in perception, calls touch “the hidden language of print.”
- A thicker, heavier paper stock is perceived as more credible and valuable.
- Raised coatings or embossing invite interaction, which can trigger the endowment effect—when simply holding something makes us value it more.
- Multi-sensory print engages more of the brain: research shows that pairing sight with touch can increase stimulation by up to 85%.
In short, what you feel becomes what you believe.
Embellishments Drive Action
The commercial upside is clear. In one real-world case, a car wash tested two direct mail postcards. Both offered a free wash, but one was standard while the other used metallic foil and raised gloss. The embellished version achieved a 31% higher redemption rate.
Studies from Sappi and the USPS show that high-quality, tactile print helps people remember better and builds trust. In one experiment, brochures on high-quality paper helped people understand better. They also created stronger brand impressions. The recall rate was three times higher than that of digital screens.
More Than Decoration – It’s Strategy
Embellishments aren’t just flourishes. They are cues that tell a subconscious story:
- Foil stamping = exclusivity, premium quality.
- Matte finishes = natural, wholesome authenticity.
- Spot UV or gloss = attention-grabbing contrast that directs focus.
Even small details can change perceptions. Think about the last time you held a business card with raised lettering—it probably felt more memorable than a flat card you might have tossed away.
How NextPage Helps You Harness the Embellishment Effect
At NextPage, we see embellishments as a strategic tool for making marketing materials stand out. Whether you’re sending a direct mail campaign, producing packaging, or creating high-impact brochures, we can help you leverage specialty coatings, foil, embossing, and textured papers to:
- Increase engagement by drawing eyes and hands to your message.
- Build brand perception as premium, trustworthy, and worth remembering.
- Drive response rates with tactile experiences that connect emotionally.
In an age where digital communication is fleeting, embellished print offers weight, substance, and permanence. As Abergel put it, print enhanced with texture and finish “isn’t merely cosmetic—it’s rooted in psychology and sensory science.”
The Takeaway
If you want your message to stick, make it touchable. Embellishments turn ordinary print into extraordinary experiences, sparking connections that screens simply can’t match. The next time you plan a campaign, think about how foil, texture, or shine can change how your piece looks. It can also affect how people remember it.
Ready to learn more? Visit goNextPage.com or Contact Us today!
