Why Multisensory Packaging Sells
There’s more to packaging than meets the eye. The tactile experience of your product can attract fresh interest and boost sales.
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.
In recent years, there has been a rapid surge in the development of innovative packaging technologies, empowering numerous companies to embark on groundbreaking innovations in the multisensory presentation of their food and beverage offerings. This trend has prompted an increasing number of companies to integrate new coatings and packaging formats into their product ranges.
Findings from experimental psychology and cognitive neuroscience are starting to shape the creation of inventive multisensory packaging, with the goal of better captivating consumers' senses and making products (and their consumption experiences) more memorable and enjoyable. We term this approach "Functional" Packaging.
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.
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.
The right coating or specialty effect can build trust in a brand and make the packaging itself more memorable to consumers.
Top Texture Trends
Here are popular types of types of textured packaging top brands are using:
Wood packaging
With how much plastic is ending up in landfills or worse in nature, a lot of brands are looking to decrease their plastic use by turning to other materials and one option that is gaining popularity is wood! Since brands that would care enough to want to use less plastic usually are concerned about ethics all of these brands are cruelty-free.
Textured paper
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 stocks used in packaging are column, felt, laid and linen.
Ribbed packaging
Marble & Inkscapes packaging
Marble has been a strong trend in décor for a number of years but as a packaging motif it looks especially striking. When paired with brass or metallic gold accents, marble lends instant sophistication to product, gift and gourmet packaging.
Coatings & lamination
Types of Coatings & Lamination: Flood UV, Spot UV, Strike-through Spot Coatings, Gloss and Satin, and Aqueous and Soft Touch. These printing techniques add little pops of texture to your packaging to emphasize special details. It is a cost-effective way to create a unique design.