In today's high-tech, virtual world where things exist, but then again, they don't, people are drawn irresistibly to "touch-friendly" designs. It's little wonder that graphic design that use unusual materials to call out to be touched get noticed and build image like no others. Design on nontraditional materials attracts both designers and consumers. The subject fascinates consumers because they recognize that unique materials can be difficult to engineer and incorporate, and thus tactile design nearly always becomes coveted and collectible. Moreover, the designer who can get a consumer to interact with a product, whether it's a brochure or a package, increases the chance of making a memorable connection and, even better yet, a sale.