The Psychology of Unfolding
logoloop® is far more effective than conventional mailings, flyers, and printed ads. The fact that it is fun to play with makes people actually want to handle logoloop®. Its wonderful workings are as baffling as they are captivating, a real attention-grabber. Best of all, handling logoloop® increases neural activity in the brain. Scientific research has confirmed that ten times more neural activity takes place in the brain when handling a promo item than when merely seeing an ad.
The brain therefore not only becomes more active and more capable of taking in information when logoloop® is handled, but as a result of micro-muscular movements during the folding process, it is also “primed” to being more receptive, which in turn promotes acceptance.
This combination of a positive emotional response and intensified brain activity ensures people understand, remember, and act on your promotional message. Beyond that, logoloop® is new and refreshingly different, so it's always show-and-tell time. People like to keep it around and share it with others. That way, its effect reaches further and lasts longer.
The Seven Trump Cards for your advertising with the logoloop®-effect
1. Radiating Effect Tactile features felt by the hands affect a person’s subconscious perception of the quality of an object and its benefits – something that feels good is good. This not only applies to products, but also to communications media and the messages they serve to convey. The fluid folding motion of logoloop®, its precision finish, high-quality materials and intriguing folding mechanism implicitly convey notions of expertise and competence, creativity and flexibility as well as versatility and inventiveness.
(e.g. Krishna & Morrin, 2008; Peck & Wiggins, 2006)
2. Embodiment: The successive “unfolding” of your promotional message when logoloop® is handled serves to promote a playful desire for action. The success enjoyed by a person in revealing your logoloop® message triggers positive feelings that are then immediately transferred to your brand. Movement codes activate mental concepts: for instance, moving the palms of the hands towards the body promotes receptiveness for and acceptance of new information and products.
(e.g. Cacioppo, Priester & Berntson, 1993; Förster, 2003).
3. Social Multiplication: Anyone who has experienced the magic of logoloop® will want to share it with colleagues and friends, as a result of which the number of people exposed to logoloop® multiplies. Furthermore people willingly keep logoloop®. Mostly it stays in the possession of the receiver for a long period of time, thus generating high media value for the advertiser.
4. The “DIY” Effect: logoloop® ensures people do more than just read your message, they literally have a hand in making it come together. And in so doing, they’ll be exposed to linguistic, visual and tactile stimuli. The human brain finds it considerably easier to store information if the learning experience involves some kind of physical activity. And thanks to reactivated motoric memories, newly acquired information is easier to remember afterwards. The phenomenon known as multisensory enhancement intensifies cognitive processes and memory recall.
(e.g. Scheier, Held 2010, Kiefer, Sim, Liebich, Hauk & Tanaka, 2007)
5. The Endowment Effect: Handling or touching an object makes a person take psychological possession of it more quickly – and that raises its subjective value and increases the willingness to buy. logoloop® makes abstract concepts vicariously tangible and promotes the psychological process of taking possession of an object.
(e.g. Peck & Shu, 2009; Wolf, Arkes & Muhanna, 2008).
6. The Priming Effect: Tactile signals stimulate subconscious perception and behaviour. Heavy objects influence judgement of competence; soft surfaces and movements make people feel more favourably inclined and put up less resistance when it comes to making decisions. Perception is positively influenced by both the fluidity of the logoloop® experience as well as the associated movement code.
(e.g. Ackermann, Nocera, & Bargh, 2010; Williams & Bargh, 2008).
7. The Reciprocity Principle: logoloop® is fun. Some even call it a “magic trick for the untalented”. For that reason, logoloop® is often seen not so much as advertising, but rather as something of a gift. And when someone receives a present, they want to reciprocate and give something back, and therefore will (at least) give you their attention. (e.g. Regan, 1971).