No, we’re not talking about overly sensitive packaging that you need to be mindful of, and careful about what you say. This ‘touchy’ refers to packaging that lends tactile elements to the sensory presentation. Package material suppliers and converters have spent a lot of time thinking about the ‘touch’ sense and are suggesting that it may be as important as the visual when it comes to swaying consumers.
A visually appealing package can attract a consumer, and may provoke interaction like lifting the package from the shelf to read ingredients, etc. The inclusion of a tactile element such as a ‘velvet-like’ finish that feels soft to the touch may plant a subliminal seed in a consumer’s mind. “This feels nice” is a pretty good reaction to get when you hold a packaged product. It is such a positive reaction that it may just close the deal when a consumer is deciding between competing brands.
Most retail packaging is designed to appeal only to the visual sense, and marketers put a lot of effort (and money!) into capturing consumer attention with superior graphics, color combinations and appealing package shapes. Incorporation of tactile elements stimulates one more sense and can even help convey a higher level of value.
When it comes to tactile packaging there are two primary options: Soft Touch, which imparts a velvety feel to packaging, and Raised Profile which simulates embossing. Both these options are generally accomplished with a coating or a material lamination. Both are designed to give another sensory dimension to flexible packaging or a package label.
Consumer behavior experts advocate appealing to even more senses for an overall experience, including smell and auditory elements. The key is to engage as many senses as possible during the shopping experience. There really IS more to retail marketing than meets the eye!
AWT has materials and print processes that can help give your brand the tactile edge in the ever more crowded retail arena. Our experts can help you understand your options.