Importance of Touch in the Design of Pleasurable Products and Experiences

Today, the act of purchase is more and more irrational. Customers' choices are based on emotional and multisensorial features, particularly on touch, which is the most emotional sense. Then it is essential in the design process to work on shapes, materials, textures to make users living pleasant experiences in all contact areas of the product. It's also essential to consider the dynamic aspect of touch to follow the body and generate pleasant tactile effects. Finally, how can we introduce touch in the design process considering companies' know-how, culture and subjectivity of each actor of new product creation?