He believes that today’s consumers are conducting their own search for relief from high technology, as illustrated by consumer marketing studies of the use of leisure time. People are pursuing self-improvement courses, like foreign language study, cooking classes and art appreciation. They seek relief from stress and tension by studying yoga and meditation, and they learn about bio-feedback and other related stress controls. And the biggest change in American behavioral patterns is
|
reflected in the burgeoning health and fitness interests, with millions of people dedicated to running, jogging, aerobic dancing and exercise classes, and in concerns for diet, quitting smoking and in consuming less alcoholic beverages. Mr. Naisbitt defines these activity and interest changes as “high touch,” the antithesis of high tech. He advocates the use of high touch in marketing applications as a welcome relief for today’s consumers
|
High touch can present an added dimension to business product photography. It can be used in many different ways, but the overall objective is to soften the look and sell of the hard line merchandise. The use of warm colors (such as reds, browns, golds, yellows) as backgrounds will soften an impression of a product with hard edges. And though colors like black are not as soft, it is possible to add a color spotlight in a black background shot, thus accomplishing high touch.
|
