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In this lively and informal session, the emotional component of print will be discussed through a mixture of technology and biology. John will demonstrate how he uses brain scanning and eye tracking to improve the understanding of how print connects on an emotional level. The touch, weight, feel, and experience of print can give the product attributes that other media are unable to compete with. Who should attend? Anyone with an interest in how print can enhance brand experience, from students to brand owners. The session will also help business owners consider how they present printed products to their customers and reinforce the unique attributes that print offers.