Touch Screens Are Out, Buttons Are Back! ????

It's Over. Everyone Is Bringing Back Buttons.

In a world obsessed with sleek, flat screens, a surprising shift is happening—buttons are making a big comeback! ?? Yup, that's right... after nearly two decades of swiping and tapping on our devices, product designers are realizing that the tactile, physical experience of pushing buttons, turning knobs, and sliding switches is something we’ve been missing. And it’s not just nostalgia—this movement is being driven by how people actually feel when they interact with technology. So, what does this mean for the future of digital transformation and marketing?

The Button Boom: A Reversal of Digital Trends ?????

For years, companies like Tesla set the standard for minimalist touch-screen interfaces in cars. However, the all-touch approach is now being reconsidered. Major automakers like Kia, BMW, Mini (i do not count their new 2025 Mini Coopers, and so should you since it's a total flop based on several credible reviews and the test-drive that i did weeks ago), in addition to Volkswagen are reintroducing physical buttons and dials in their newest models, making Tesla’s touchscreen-centric design feel a bit outdated. This isn't just a trend in the automotive world—e-readers, induction stoves, and even smartphones are seeing a resurgence of physical controls.

Apple, the company that popularized the touch screen with its iconic iPhone, is embracing this change. The latest iPhone 16 lineup now features an additional "Action Button," a nod to the tactile pleasure of physical interaction. This follows the introduction of similar buttons on their Apple Watch Ultra and Pro models.. they even have it in a different color (orange) to highlight its significance! It’s clear: the future of product design is about balancing the digital with the physical, the moment you remove the physical aspect, you're doomed! Don't believe me? how about you ask Apple about their previous Macbook Pros with Touch bars.

Why Buttons Mattered, Then Didn’t, and Now Do Again ????

Touch screens exploded in popularity because they offered a lot more functionality than traditional buttons. Remember those clunky BlackBerry keyboards? Touch screens revolutionized what we could do with a phone. But as production costs dropped, screens became the go-to interface for everything—even where they don’t belong. Ever tried using a touch-control induction stove while something’s boiling over? It’s frustrating! ??

Touch screens also lack what experts call “proprioception”—our innate ability to know where our body parts are in space without looking. This means we’re forced to stare at our screens to interact with them, creating distractions, especially in cars. That’s why some safety regulators are now insisting that vehicles must include physical controls to receive top safety ratings.

A Return to Tactile Joy: The Marketing Angle ???

So why are we seeing this shift? It’s not just about functionality—it’s about experience. A well-designed button or dial doesn’t just perform a task; it feels satisfying.. it just feels right. That’s why brands like Copper are incorporating tactile walnut knobs on their induction ranges, and Mini is adding customizable head-up displays that can be navigated with buttons and scroll wheels (Again, i.. Yousef don't personally vouch for what their current strategy is with the newer models... but hey, there's still a few buttons here and there which they've kept). All of this emphasis on physical controls communicates a brand’s commitment to thoughtful, user-centric design.

For marketers, this is a goldmine. Emphasizing the tactile, human aspects of a product can set it apart in a world awash with faceless, impersonal screens. Highlighting the joy of interaction—the satisfying click of a button or the smooth turn of a dial—can create a deeper emotional connection with consumers. After all, we crave experiences that are intuitive and engaging, and physical buttons offer exactly that.

Bringing Back the Joy of Interaction ????

Physical controls are also about fun and creativity. Think of the Playdate handheld gaming console, which features a quirky hand-crank controller. it’s different from what we got used to, and it introduces entirely new gameplay possibilities that wouldn’t be feasible with a traditional touchscreen. Similarly, Apple’s decision to restore physical function keys on its MacBook Pro in 2021, after replacing them with the much-criticized Touch Bar, shows that even tech giants can learn from their mistakes.

The message is clear: while digital transformation has revolutionized how we interact with devices, it’s time to balance innovation with the human need for tactile, physical feedback. For companies navigating this shift, it’s about embracing both the digital and the physical to create more meaningful and satisfying experiences for everyone. It’s an opportunity to rethink how we market and position new products. Don’t just create products that look good but ensure to make them feel good too.

After all, who doesn’t love a good click? ??