The Power of Touch in Packaging
Humans are highly tactile creatures. Though mostly governed by the intellect, humans are also emotional beings. Physical touch allows them to communicate emotions. Touch, however, does not affect only a person’s relationship with others; it also influences his judgment. In a study conducted by psychologists from Yale University, Harvard University and the Massachusetts Institute of Technology, it was reported that the weight, texture and softness of objects have an influence in the way people perceive and interpret them.
Armed with this knowledge, marketing experts have come up with tactile tactics. This is a method of determining what interests consumers by placing touch as a dominant component in their experience of a brand and tying it in with the visual aspect. What could be a better way to get the consumers’ attention than through product packaging?
The way packaging feels matters to customers. For example, holding an elegantly shaped perfume bottle gives a feeling of luxury and exquisiteness compared with the feelings invoked by holding cologne in a plastic bottle. Simply the feel of a certain product is enough to heighten the impulse to buy. Take the case of the grocery shopper with no definite list – a product on the shelf catches her eye. She picks it up. The more she likes how the product feels in her hands, the more likely she is to make a purchase. Packaging speaks volumes about the intellectual and emotional message a certain product wants to deliver.
The order of the day
In today’s competitive market, to be recognized and to stand out is tantamount to the success of a product. Therefore, careful attention should be given to product packages, from conception down to manufacturing. A high standard of packaging adds a greater value to how a product is perceived; thus, there is a need for eye-catching packaging that utilizes attractive design and a marked finishing effect. Although more sophisticated packaging entails higher cost and longer production time due to the complexity of methods and materials used, the returns are worth it.
When packaged in a pronounced and commanding manner, a product generates pleasant feelings and evokes emotion from consumers. As a result, there is a steady demand for high-quality package design and finishing. Biaxially oriented polypropylene film (BOPP) is widely used for this end, having been developed over the last 35 years. It is a high-quality and a more environmental and sustainable alternative for waxed paper, cellophane, and aluminum foil. Acclaimed for the use of this material, SoFT TOUcH by Derprosa Films is highly valued by its customers from the graphic arts industry to the food package and label industry. With over 20 years of experience in providing lamination films, the company employs continuous innovation to drive service and quality. SoFT TOUcH is a film that highlights colors naturally and brings a unique velvet touch, conveying a feeling of warmth and wellness. It contains special tactile properties and characteristics that are resistant to scratches, bringing forth a one-of-a-kind feeling of luxury and exclusivity.