When packaging makes sense!
Haptic memory allows people to both know how much force to use to pick up familiar objects and helps them assess the weight of unfamiliar objects. These haptic memories intertwine with other sensory and emotional memories to create deeper and more memorable experiences for people.
Haptic memory allows people to both know how much force to use to pick up familiar objects and helps them assess the weight of unfamiliar objects. These haptic memories intertwine with other sensory and emotional memories to create deeper and more memorable experiences for people.
Hands remember what they touch
Charles Spence, a professor of psychology at Oxford University, has conducted research that shows that one sensory perception can impact the experience of another. For example, crisp potato chips taste better to people than stale ones; strawberry mousse tastes sweeter when eaten from a white container versus a black one. Spence, who also works as a multi-sensory design consultant for multinational companies, has proven through experiment that multi-sensory experiences have a bigger impact on people than those that affect a single sense.
Good Jobs, Apple!
Apple is a trailblazer with its packaging just as it is with its unique products. Its boxes are simple, clean and minimalist. They require no bubble wrap or void fill as inserts are designed to snugly fit the products they protect. Apple packaging exudes sophistication and a sense of thoughtful design that is pleasing to see and touch. Unboxing an Apple product can be exquisitely satisfying. What do you think about Apple packaging? Is it elegant and pleasing for the senses, or oversimplistic?
Explore all senses!
Businesses can create positive multi-sensory experiences for customers through their packaging. The starting point is to determine what comprehensive experience you want your consumers to have. As previously noted, colours evoke similar responses from consumers. So do textures. Softer is generally preferred to rougher. Content printed on premium paper gives an air of quality and exclusivity.
“The key question here would be, what experience do I want to communicate to my consumers? This can include the way in which the consumer receives your product, the way the brand will be perceived, the feeling experienced by the customer, what attributes I want to convey, what is the image I want to have on the shelf, ease of packaging use, etc.,”said Carlos Velasco (economics professor and writer).
Chambord’s iconic round bottle and beautiful graphics have made the product one of the most popular liqueurs in the world. It is immediately recognizable on bar racks and its elegant, opensided boxes that reveal much of the round bottle and emphasise the raspberry flavour of the liqueur help it stand out on retail shelves. Chambord’s packaging says quality and luxury.
