Why Multisensory Packaging SellsApril 24, 2018
There’s more to packaging than meets the eye. The feel of your product can help garner new attention and drive sales.
Why multisensory packaging sells
Think about the scrumptious smell of freshly baked apple pie. Now think about the sweet and crisp taste of that pie. It’s likely you now have a vivid picture of that dessert and are suddenly feeling a little hungry.
Humans are emotional creatures, and by appealing to different senses, you can create an intense emotional experience for consumers.
The Unique Group offers poly bags that use a super soft finish called Soft Touch film. This silky smooth material feels like touching a rose petal. A study on the effects of Soft Touch film found that products covered with Soft Touch film evoked 275% more emotional intensity and 247% more positive emotions than basic packaging. These intense emotional cues made consumers 70% more likely to buy the product.
A 2012 journal article from Oxford by Spence, C., & Piqueras-Fiszman, B. also discusses the power of multisensory packaging. It states,“The multisensory packaging of beverages the latest research demonstrates how, at its very best, multisensory beverage packaging can significantly enhance a consumer’s multi sensory product experience.”
Using texture to enhance your product’s branding is an easy way to stand out from the competition because it allows consumers to feel the quality of your product.
Top Texture Trends
Here are popular types of types of textured packaging top brands are using.
These special edition Levi’s boxer briefs create a sophisticated, edgy and masculine packaging experience.
Specialized textured paper is a cost-effective way to add texture, and there is a variety of different card stock types available. The most popular card stock used in packaging is: Column, felt, laid and Linen. The designs below by Paul Smith and Harrods of London are excellent examples of how specialized texture packaging can transform your packaging.
5.Spot UV Coding:
This printing technique adds little pops of texture to your packaging to emphasize special details. It is a cost-effective way to create a unique design.
Texture and Emotion: Seal the Deal with Textured Packaging
Research shows that texture impacts our emotions. In 2010, a marketing professor at MIT by the name of Joshua Ackerman found that textures of physical objects affect our impression of other people. Texture also impacts how we feel about brands as Ackner’s research found that shoppers trusted products they were able to touch. Enhance your product’s branding with distinct textured packaging.
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