Finishing digital MGI JETvarnish : when the material dialogue with the brain

A spot varnish, hot foil, reliefs touch or metallic effect deposited on a 100% digital : this technology, invented by MGI Digital Technology in 2008, which was then a true technological breakthrough, is not only a refined aesthetic, drawing the eye. 

It involves neurobiological mechanisms are deeply rooted in our evolution. Behind the glamour of a shiny surface or embossing subtle achieved by ink-jet presses MGI JETvarnish is a dialogue ex,n between the material and the brain.

A scalable memory of the brilliance

The appeal of the reflective surfaces could find its origin in a vital imperative : the search for water. In natural environments, a flash of light signaled often a source of hydration. Work in experimental psychology shows that, from childhood, individuals show a preference spontaneous for shiny objects. In the infant, this inclination is expressed instinctively, as if the brightness suggested humidity, or freshness.

Beyond the water, the flickering also points to food resources — ripe fruit, fish scales — that the human eye has learned to identify with efficiency. The perception of the reflection has thus become a priority signal to our visual system.

The attention is captured by the movement

The varnished surfaces or metal produce micro-variations of light as the observer moves. These sparkles are interpreted by the brain as motion cues. However, the detection of change is a reflex of the fundamental legacy of the vigilance in the face of threats.

This dynamic visual active circuits of the novelty and triggers a release of dopamine, the neurotransmitter associated with attention and reward. In an environment saturated with images of matte and uniforms, a detail in gilding or paint 3D, applied on a book cover, packaging, or business card, it becomes an anchor point perceptive.

The materiality seen before consciousness

On the plan neurocognitive, the brilliance committed to specific regions of the visual cortex, particularly in the ventral stream involved in the identification of materials. A simple reflection can change the interpretation of an object : precious, wet, metal or sophisticated. These treatments operate, in large part, prior to any analysis, be aware of it.

The finishing digital is upstream of reasoning. 

It influences the perception of quality and value by sensory cues, subtle yet powerful.

The critical role of touch

When the varnish digital selective creates a terrain or hot foil brings a roughness noticeable, the experience becomes touch. The somatosensory cortex, particularly developed in humans, is then sought.

The physical contact increases the perceived value, stimulates the reward centres, and improves memory. Studies in behavioural neuroscience also describe the effect of ownership : the simple act of touching an object increases the feeling of ownership and emotional attachment.

Synergy multi-sensory

The convergence of the sight and the touch produces a cerebral response is amplified. This stimulation cross-intensifies the attention, extends the commitment and promotes memorization. In a world of printed dominated by smooth interfaces and intangible, satués images to process, a medium enriched with textures and reflections, becomes a sensory experience distinctive.

The finishing digital made possible by the technologies MGI JETvarnish, operates precisely this synergy. 

It transforms a printed object interaction, capable of eliciting an emotional response sustainable.

A strategy based on cognition

These effects are not simple ornament. They reflect a nuanced understanding of the mechanisms of perception : sensitivity to light, searching for novelty, fun touch and activation of the reward circuitry.

Employees with discernment, the spot varnish and hot foil digital guide the next, prioritize the information and reinforce the visual identity. They offer creative, and brands, a lever scientific as much as aesthetics.

By revealing the organic dimension of perception, textile digital MGI Digital Technology opens up a field of exploration and design, and neuroscience converge. It is not only beautify, but to engage the senses and memory in a material experience with a strong resonance cognitive, in order to develop differentiation, and the attractiveness of a printed product.