Sensory Packaging that Leads to Sales

07/14/2009 by Erinn Gormley (0 comments)

The importance of packaging texture

5 gumWhen it comes to packaging, a developing trend shows that the sense of touch may be a significant driver of sales. An intriguing texture to packaging once a shopper picks up a product often leads to a sale. This is in part due to the textured package suggesting quality. A good example of this is Wrigley’s brand of 5 chewing gum. The bursts of color on the black background are powerful enough amidst its competitors, but the black matte-finish creates a ribbed effect that contrasts to the glossy ink of the embossed brandmark (also located on the back of the package). On the back of the package, the “embossed/debossed thumb-grip area enables consumers to open and close the package using one hand.” This feature speaks to the target market: 18- to 24-year olds in the ‘club scene.’ Clearly this packaging design is effective as it has resulted in a 4% gain in market share.
 
oral-b satin floss
Another trendsetter taking advantage of touch equity is Proctor & Gamble’s Oral-B Satin Floss. On the shelf beside traditionally white, opaque containers, Oral-B Satin floss’s translucent, blue, satin-like dispenser grabs attention. The goal of the ergonomic shaped packaging was designed to mimic water to engage consumers to partake in this important, and often ignored step of oral-hygiene. Whether it is simply for sensory pleasure or creating ease of use, the texture of product packaging is proving to be a selling point.

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