Haptic feedback, like the Apple Watch's wrist pulse, is emerging as a distinctive brand asset that works best when its intensity matches the pace of the accompanying visual.

PrincipleBrand & Creativity

Haptic feedback, like the Apple Watch's wrist pulse, is emerging as a distinctive brand asset that works best when its intensity matches the pace of the accompanying visual.

Haptics are emerging as a distinctive brand asset: the Apple Watch's pulse on the wrist is a recognisable brand cue, and multi-sensory experiences trigger more activity in the parts of the brain linked to emotion and memorability. More is not better - haptics work best when the burst matches the pace and energy of the accompanying visual, short for fast scenes and long and gradual for slow motion.

Source

The WARC Guide to brand assets in a hybrid world (2022)

WARC (eds. David Tiltman, Lena Roland, Catherine Driscoll); contributors incl. Jenni Romaniuk & Brooke Klement (Ehrenberg-Bass), Nick Liddell (Baron Sauvage), Adrienne Little (And Rising), David Taylor (the brandgym), David Courtier-Dutton (SoundOut), Panos Dimitropoulos (Kantar), Rachel Barton (Design Bridge), Morten Grubak (Virtue), Elisa Harca (Red Ant Asia)

p. 45; The WARC Guide to brand assets in a hybrid world

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