The power of human touch in photos
For more than thirty years, Steve McCurry has been regarded as one of the most influential contemporary photographers. For NIVEA, he photographed different aspects of physical affection. For McCurry himself, human touch “is as important as eating or sleeping, drinking water, or breathing.“
“Sometimes, reaching out and taking someone’s hand is the beginning of a journey.“
Vera Nazarian
Science Fiction Author
The vital role of touch
Touch is vital to trust, cooperation, and group function. For example, brief celebratory touches, such as chest bumps and hand slaps, enhance individual and group performance in professional basketball players, and do so by reinforcing cooperation. Gentle touches affect social relationships in ways we are not always even conscious of. People are likely to give bigger tips, return money left behind, rate a store more highly, and even spend more money if just gently touched in the course of a transaction.
Behind the scenes
The models in McCurry’s shooting came from all over the world. They had never met before. Nevertheless, Steve McCurry took pictures of them while touching and hugging, holding a baby, or playing with a young child. What was it like for the models? We asked them about their experience at the photo session. Their reaction was clear: “When we touched each other, we immediately felt more connected, more at ease.“
“After the photo shoot we felt really happy, we just couldn’t stop laughing ...even though it was for the camera”
Carla
“Isolation makes me realize how important touch is for our health.”
75% of all Respondents of NIVEA Global Survey
Human Touch cannot be taken for granted
If there is a silver lining to this crisis, it’s that the pandemic has given us a new appreciation of the power of touch. In the future, when we will be able to share hugs, handshakes, or cuddles again without fear, we won’t take these moments of physical connection for granted.