We often talk about print being something you can see, but some of the most memorable print is something you can feel. Pick up a beautifully produced invitation, business card or certificate and you might notice the texture of the paper, a raised logo, a deep deboss or the smooth finish of foil before you’ve even read the words. This is haptic communication in print using touch and physical sensation to enhance the way printed material is experienced. At Dynamic Print, this is something we work with every day. From embossing and debossing to hot foiling, thermographic printing, letterpress and unusual paper stocks, we create print that doesn’t just look good but feels good too.
What is haptic communication?
Haptic communication is the use of touch to communicate information, create an emotional response or influence how something is perceived. In print, you may also hear terms such as haptic design, tactile print or tactile communication.
There are many ways to introduce a tactile element to print, including:
- Embossing and blind embossing
- Debossing
- Hot foiling
- Thermo printing (thermographic printing)
- Letterpress
- Die cutting
- Textured and specialist papers
The idea is simple: rather than experiencing a printed piece only visually, the design engages another sense as well.
Why does touch matter?
We spend so much of our time looking at screens that physical print offers something different. You can see an image of an embossed business card online, but you can’t actually feel the raised surface through a screen. A beautifully finished piece of print can make someone want to pick it up, explore the texture and take a closer look. That physical interaction can help make print more engaging and memorable.
Embossing, debossing and foiling
Embossing raises a design above the surface of the paper or card, while debossing presses it into the material. A blind emboss, where no ink or foil is added, can be particularly effective. The design is created entirely through the shape and movement of the paper. Personally, I think blind embossing is one of the best examples of haptic print. It doesn’t necessarily shout for attention – you discover it when you touch it. Hot foiling adds another dimension. Gold, silver, copper and coloured foils can highlight a logo, name or design detail, and foil can also be combined with embossing to create a finish that is both raised and reflective.
What is thermal printing?
Thermal printing, also known as thermographic printing, is another way of creating a raised, tactile finish. Instead of using an embossing die, a special powder is applied to wet ink and then heated. The powder melts and creates a raised surface that can be both seen and felt. It can be particularly effective for business cards, wedding stationery, invitations, certificates and branded stationery. Thermographic printing and embossing are not the same process, but both can create an interesting tactile effect.
The paper is part of the experience
Haptic communication isn’t only about finishing. The paper itself plays a huge part. At Dynamic Print, we’ve worked with a wide range of conventional, recycled and unusual papers, including seeded paper, seaweed paper, cotton papers, coffee-husk paper and denim paper. Each behaves differently when printed or finished. We have tested some pretty unusual combinations over the years, and that is one of the things I enjoy most about specialist print. You don’t always know exactly how a paper is going to respond until you put it through the press. That’s where experience and testing really matter.
Which finish should you choose?
The right finish depends on the paper, design and impression you want to create.
| If you want… | Consider… |
| A subtle effect | Blind emboss |
| A deep impression | Debossing |
| A raised design | Embossing |
| A metallic finish | Hot foiling |
| A raised printed effect | Thermographic printing |
| A traditional impression | Letterpress |
| A distinctive shape | Die cutting |
| Natural texture | Specialist paper |
More finishing doesn’t necessarily mean better print. Sometimes one beautifully executed emboss on the right paper can be much more effective than several different techniques.
Why traditional finishing still matters
At Dynamic Print, we combine modern digital printing with traditional finishing techniques. We still use vintage Masselley presses, some dating back to the 1940s. They certainly aren’t the newest machines in the industry, but they are incredibly well suited to the traditional finishing processes we specialise in. There is something rather satisfying about using traditional machinery to create finishes that still feel completely relevant today. Embossing, debossing, foiling and letterpress may be traditional processes, but they offer something digital communication simply cannot reproduce – a physical experience.
Frequently Asked Questions
What is haptic communication in print?
Haptic communication in print uses touch, texture and physical finishes such as embossing, debossing, foiling and thermographic printing to enhance the experience of printed material.
Is embossing an example of haptic printing?
Yes. Embossing creates a raised surface that can both be seen and felt, making it a classic example of haptic design.
What is thermal printing?
Thermal printing, or thermographic printing, creates a raised finish by applying special powder to wet ink and heating it.
Can unusual papers be embossed or foiled?
Many can, but results vary depending on the paper’s thickness, texture and composition. Testing is often the best way to establish what will work.
Creating print that can be seen, felt and remembered
For us, haptic communication is really about one simple idea:
Print should be more than something you look at.
The texture of the paper. The impression of a deboss. The raised detail of an emboss. The shine of a foil. The feel of a thermographic finish. These details can make a printed piece more interesting, more distinctive and, ultimately, more memorable. At Dynamic Print, we specialise in hot foiling, embossing, debossing, letterpress, die cutting and thermographic printing, alongside digital printing and a wide range of specialist papers. If you have a project where the finish matters as much as the print, we’d love to talk to you. Sometimes the best way to understand haptic print is simply to pick it up and feel it for yourself.
