weIn the realm of product packaging, its purpose extends beyond safeguarding and housing the product. It has the power to engage our senses of sight, touch, and smell, creating a personal and sensory experience.
The sensory appeal of products not only resonates with us on a sensory level but also evokes emotions such as confidence, nostalgia, and joy.
For professionals in the retail sector who aspire to develop remarkable packaging designs that captivate their target market, it is vital to understand the underlying principles of sensory packaging.
Read on to delve deeper into this trend and uncover its fundamental principles.
Tactile Branding: Engaging the Sense of Touch
The concept of tactile branding revolves around how an object feels in our hands and how we respond to its temperature and texture.
Scientific studies suggest that the act of touching an object fosters a sense of ownership. Bearing this in mind, a high-quality packaging design should encourage consumers to physically interact with it, providing a pleasant tactile sensation.
Skincare products like satiny custom lotion labels exemplify sensory packaging that feels soft, instilling the belief that they will render the skin equally supple and smooth.
Moreover, the texture and shape of certain beverage cans and bottles can create the illusion of holding a cup containing one’s favorite drink.
Incorporating custom embossed labels on your packaging serves as an effective tactile branding technique. Embossing involves creating a 2D design by pressing a section of the printing surface, resulting in visually appealing tactile elements. When running fingertips over the printed surface, the embossed features provide intriguing textures, transforming your prints into rich and multisensory experiences.
Scented Branding: Harnessing the Power of Smell
Among the five senses, the sense of smell has the strongest association with memory. Although scented candles and perfumes are well-known for utilizing scent as a differentiating factor, other products are also exploring this avenue.
An ice cream company, for instance, sought to enhance the memorability of its products by introducing a chocolate and caramel fragrance within its seal. This innovative approach to ice cream packaging serves as a unique strategy that researchers are further exploring, with the hope that more brands can utilize scent as a marketing advantage.
Sonic Branding: Making an Impact with Sound
Brands capable of incorporating sound into their marketing and promotional materials may gain an edge over their competitors.
A distinctive and instantly recognizable sound can set a brand apart, making it memorable in the minds of consumers. Sonic branding proves especially beneficial for beverage brands, with cans and bottles that produce distinct sounds upon opening.
Final Thoughts
If you are considering creating or revamping your custom packaging design, sensory branding can serve as a valuable tool that translates into increased sales, enhanced brand recognition, and long-term brand equity.
While it is possible to embark on this journey independently with your team, enlisting the knowledge and expertise of a professional company is always a prudent choice. Their guidance ensures that your packaging appeals to customers on multiple sensory levels, setting you on the path to success.
By strategically leveraging the sensory packaging trend, you can create a powerful and lasting connection between your brand and consumers, leaving an indelible impression that resonates with their senses and emotions.