The Impact of print
Part 1: The Power of Presence.
In a world of digital saturation, the most powerful connection is a physical one. Print isn't just about information; it’s about presence. At Dashing, we use our unique print experience and capabilities to create an antidote to our high-tech lives, grounding brand experiences in reality.
Research shows that while 83% of human learning occurs visually, it is touch that solidifies a brand's value. When customers interact with a brand in a physical space, it gives them a sense of ownership and perceived increased value. By encouraging a shopper to "reach out and touch," print creates a subconscious bond between the customer, the offering and the brand.
We understand that physical materials trigger deeper emotional processing and better recall than digital pixels. Because tactile displays increase brand trust and reliability, we focus on three essential pillars of print execution designed to invite that crucial physical interaction:
The Science of Touch: Creating the invitation to trigger the endowment effect, print displays must first catch their attention. We use premium, textured, and varied finish substrates to invite interactive moments. These varied textures demand attention and reward the shopper for their curiosity.
Frictionless Navigation: Guiding how shoppers move through a store's path-to-purchase. Bold graphic treatments and directional print guide shoppers intuitively without "digital friction," allowing them to feel in control of their journey.
Premium on a Budget: Tactile impact doesn't always require a luxury budget. Through clever die-cuts and paper engineering, we transform standard cardstock into 3D brand moments. These structural elements encourage shoppers to look closer and interact with the theatre of the display.
The Proof: Gazman
Checked In For Summer
Print provides the sensory "weight" that digital lacks. By prioritising touch and physical presence, brands move from just being "seen" to being "remembered." Dashing delivered exactly this for the Gazman: Checked In For Summer campaign.
Our solution utilised high-quality, cost-effective finishes and precise execution to elevate the campaign. By focusing on crisp patterns, simple construction and smart substrate choices, we turned standard retail windows and in-store theatre into a fresh, tactile environment. By creating a space that felt tangible and "lived in," we resonated with the brand's premium lifestyle identity and created maximum impact without the need for high-cost construction.
photography, SixthSense