06/ Packaging design – tactile experience

Packaging designers frequently dedicate a significant amount of their time contemplating how a product’s visual packaging will convey the brand’s message and objectives. Nevertheless, it is crucial to consider the tactile packaging elements that can truly set a product apart.

“Without a doubt, tactile finishes make a pack more intriguing. When you hold something that feels good, the brain formulates where this pack sits in terms of quality and the product within” says Lloyd Neilson, IPL’s head in China.

In packaging design, graphic designers commonly use packaging materials to incorporate real textures closely related to product information, a traditional method with proven effectiveness. Another approach involves the imitation of product features using conventional packaging materials like glass, plastics, or paper, aiming to achieve a tangible manifestation of tactile sense and visual effect. Consumers, upon seeing visual information conveyed by commodity packaging, gain a preliminary understanding of basic product information, influencing their decision-making process (Wang & Li, 2014). A fundamental concept to keep in mind when considering the tactile characteristics of product packaging is the concept of ’sensation transference,‘ a term coined by the renowned marketer Louis Cheskin in the 1930s. The underlying idea is that individuals, including consumers, generally struggle to distinguish their perceptions of the product from their feelings about its packaging. In the words of Stern, ‚Consumers commonly fail to make a clear distinction between a product and its packaging, as many products are also packages (and vice versa).‘ Importantly, a substantial body of research now indicates that the consumer’s thoughts or emotions, whether consciously or subconsciously, regarding the packaging frequently influence their evaluation (and presumably their overall experience) of the product itself (Spence, 2018).

Luxurious sensations are achieved through materials like leather, suede, glass, and silver. Wooden boxes offer diverse finishes, from smooth and glossy to open, exposing the natural grain. Techniques like laser etching and electroform decals enhance the tactile experience of packaging. Rigid board paper-wrapped packaging, coupled with emboss treatments and UV gloss prints, provides a smooth and shiny finish. Speciality papers such as leatherette or soft-touch paper introduce varied tactile surfaces. These tactile elements not only reinforce luxury values but also align with a brand’s image, whether modern or heritage-focused. High-tech brands may opt for materials reflecting their modern positioning, while ‚old world‘ brands choose materials to reinforce their heritage. Spence (2018) also discusses the growing popularity of products with heavier packaging. This helps to explain why so many customers claim that drinking Coca-Cola from a glass bottle is more desirable to drinking it from a noticeably lighter metal can. Here’s something to keep in mind: a lot of customers say they prefer beer in a bottle over a can. One latest research actually showed that when beer comes from a glass bottle as opposed to a can, people perceive the beer to taste much better.

Source: 99designs.com

The perceived temperature of the packaging is also likely to play some role too, though there has been little research specifically on this question to date. Giving product packaging an interesting feel, or finish, constitutes an effective marketing tool, if it encourages the consumer to pick the product up off the shelf, and by so doing, increases the likelihood that they will end up placing the product in their basket (Spence,2018).

Selecting the right packaging material is a crucial aspect of product packaging that goes beyond mere aesthetics. It involves a careful consideration of various factors to ensure the protection of products, cost-effectiveness, environmental sustainability, and customer satisfaction. In this guide, we’ll explore the key factors to consider when choosing packaging materials for your products.

1. Product Characteristics: When selecting packaging materials, it’s vital to take into account the specific characteristics of your products, such as size, weight, and fragility. Different items require different levels of protection and support.
2. Protection and Durability: Assess the level of protection needed during transportation and storage. Fragile items may demand materials with cushioning or shock-absorbing properties to prevent damage.
3. Environmental Impact: Consider the environmental impact of your packaging. Opt for materials that are recyclable, biodegradable, or made from renewable resources. Sustainable packaging not only benefits the environment but also aligns with consumer preferences.
4. Cost: Strike a balance between the cost of packaging materials and the value of your product, investing in higher-quality materials is justified, especially for valuable items that require added protection.
5. Regulatory Compliance: Ensure that your chosen packaging material complies with relevant regulations and industry standards. Adhering to guidelines is crucial, especially in industries with specific packaging requirements.
6. Customer Experience: Packaging plays a role in shaping the overall customer experience. Consider the aesthetics and functionality of your packaging, as it can influence customer perception and satisfaction.
7. Ease of Handling: Evaluate the ease of handling and processing during manufacturing, filling, and sealing processes. Opt for materials that contribute to efficient packaging, which can lead to cost savings.
8. Brand Image: Packaging is an extension of your brand. Align your packaging materials with your brand image and values. Sustainable and eco-friendly packaging can enhance your brand’s reputation among environmentally conscious consumers.
9. Recyclability and Reusability: Prioritize materials that can be recycled or reused. This commitment to sustainability not only benefits the environment but also resonates with consumers increasingly seeking eco-friendly practices.
10. Innovations in Packaging: Stay informed about new developments in packaging materials. There may be innovative, sustainable options or materials with improved performance characteristics that can give your products a competitive edge.

A really interesting fact that shows the effectiveness of tactile marketing is that a branch of Asda, a British supermarket, unwrapped multiple brands of toilet tissue in-store, enabling shoppers to feel and compare textures. The tactile engagement resulted in a significant boost in sales for the in-store brand, ultimately leading to a 50% increase in shelf space dedicated to that specific product line (Ellison & White, 2000).

In conclusion, we (consumers) might not be aware of it, but tactile experience affects our purchasing behaviour more than we think.

Sources:

1. Melissa. (2022). Tactile design elements may be as important as visual ones: IPL packaging. IPL Packaging: We Take Packaging Personally. https://www.iplpackaging.com/tactile-design-elements-may-be-as-important-as-visual-ones/
2. Wang, Q., & Li, H. (2014). Analysis on tactile field in current graphic vision design. Proceedings of the 3rd International Conference on Science and Social Research. https://doi.org/10.2991/icssr-14.2014.235
3. Spence, C. (2018). Tactile/haptic aspects of multisensory packaging design. Multisensory Packaging, 127–159. https://doi.org/10.1007/978-3-319-94977-2_6
4. Ellison, S., & White, E. (2000, November 24). ‘Sensory’ marketers say the way to reach shoppers is the nose. Wall Street Journal. Retrieved from https://www.wsj.com/articles/SB975016895886269171