It has long been recognised that packaging is the “salesperson” for the product, with good packaging drawing consumers in as they browse the retail shelves. In this article from John’s Byrne Packaging, the author looks at ways that your packaging can appeal to the senses. Below we summarise the key points from the article. Note: If you require packaging that appeals to the senses, please talk to us before including any unusual design specifications in your packaging design.
According to the author, most information gathered by the brain is from visual clues. As well as having excellent artwork in your packaging design, there is a variety of on press and off press effects that can be used to make the packaging more visually appealing. These include coatings (including UV, glitter and pearlescent) foils of different colours, embossing and debossing, die-cutting in unusual shapes. You can read more about Special Finishes to Enhance your Packaging here.
A well-designed die-cut window (with or without a film over the window) can allow the consumer to see the product itself as well as the packaging and is suitable for certain types of products such as toys, tech devices and some food products.
The packaging can appeal to the consumer’s sense of touch by the use of coatings, finishes, press effects and the choice of carton board. The feel of the product should be in keeping with brand identity – for example, a cosmetics product that promises smoother skin should probably try to create a smooth tactile effect. You can read more about how to choose the best carton board for your packaging here.
While it may seem difficult to appeal to a sense of taste, visual clues like razor-sharp photos, colour and die-cut windows convey the taste of the product.
While packaging that makes sounds is quite unusual, you may want to explore what sounds your packaging makes when being opened and re-closed.