Looking at an ad on a screen and holding a letterpress print are completely different ways of experiencing design. Drawing your fingertips across the ridges of an illustration, seeing the light catch and throw shadows on the letterforms, smelling that hint of ink left behind. A drop shadow is not the same as a die cut and a silver gradient is not the sheen of metallic ink. In other words, touchscreens don’t stimulate our actual sense of touch. Tactile design produces an emotional response that many think is missing from digital, and in response some designers are reverting to a tactile approach. Others, meanwhile, attempt to replicate the experience through digital tools.
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