Your brand’s images can rise off the box and shine through the competition’s clutter.
The science of “haptics”—or how something feels to the touch—has influenced consumer behavior since products have been sold. But today’s marketers and packaging designers have far more control than ever over what the buyer experiences and how they feel about it. These experiences are significant as we move through the pandemic and study the way it affects the consumer experience.
The pandemic hasn’t shelved the tactile experience altogether, but buyers are much more cautious about letting their fingers do the walking. People have trained themselves to touch fewer products in the shops, and they are relying on the full spectrum of sensory experiences to make their choices.
Brands need to employ a multisensory packaging experience.
prompts customers to stop, engage and spend valuable time with your product. Lenticular printing can create 3D effects, animate an image, flip, morph and zoom, lending itself perfectly to before-and-after scenarios or “picture yourself” transformation scenarios.
A simple kraft paper package with natural colors and imagery from nature will evoke a focus on sustainability. Calming textures draw the eye as well as the hands.
Don’t forget the power of scent.
Can shoppers smell the perfume, lip balm, or shave cream through the package? Some buyers are sensitive to smells, and they should get to “try it before they buy it.” Even adults can’t resist a scratch-and-sniff sticker. Experiment with scents—see what piques a customer’s interest.
Entertainment, video games, and movies are often associated with bright colors mixed with metallics. Buyers expect to see movement, feel action under their touch, or hear the crunch of foil or plastic.
Eco-friendly choices might have a textured or scratchy feel that evokes the bark of a tree or the veins on a leaf.
As we move into 2022, remember that consumers are buying with all of their senses and moving gingerly back into a hands-on experience. Be ready to fulfill your brand promise with packages that both rise and shine.
Carlson Print Group can take your brand from bland to beautiful with our new technologies in specialty printing and packaging. Are you ready to stand out in the new year? Let’s go!
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