Text Walter Kucher and Oliver Kakies; Vividsense – brand messages for the senses

The offer was quite extensive and matching and innovative solutions too many different issues were presented. Besides the evergreen topics such as printing presses, print finishing or papers and printing materials, topics concerning environmental protection and mass customization (custom-printed labels and packaging) were also highly relevant.
Many possibilities of how to create a shell or cover from packaging that can do more than just protect its contents were also shown. Ultimately, most packaging has one crucial thing in common. They are held in the hands and, apart from text and images, tactile information about the product or the brand is also communicated.

Elements of touch in packaging design

Special product packaging with sensory impressions to touch initially means a greater expense in design and production. Why it is still advisable and why in the end it pays for the user to be more creative in and pay more attention to packaging design was imaginatively conveyed by Scodix. In the opinion of the company, brand communication, including the POS, is exposed to a visual flood of information. Whoever wants their product packaging to stand out on the shelf in spite of these challenging conditions must pursue new directions in the design of their packaging. In addition, the consumer of today and tomorrow would want more variety and experiential content in consumption, which begins with how they perceive the packaging in the store.
At drupa 2012, it was clear that the printing industry is aware of these increased demands on the market. Scodix used their press conference not only to show that it is possible to generate various tactile stimuli with their finishing machines, but also what effect they have. Above all, the finishing provides a good opportunity for differentiation to product manufacturers and can jog the memory about important market information. The human mind operates very selectively and absorbs only information that it interprets as relevant.

How senses are acting

A unique tactile experience through the packaging in association with the brand would thus be remembered as unique. This forms the basis for »value-added packaging«. The first reaction of the human organism to sensory sensations, in other words special experiences that are perceived by the senses, does not sound like added value. Through the first reaction, neural processes are triggered, muscles tightened and mental changes activated. What is experienced with the first reaction is then interpreted in the overall concept. This means the consumer is assessing how the packaging feels and whether it is relevant to them. If a tactile impression or sensation is pleasant and provides useful information about the brand message conveyed, there is a high likelihood that it will engender a positive attitude towards the packaging, the product and the brand in the consumer as a second reaction. A positive attitude has a positive effect on the third and decisive response, the buying behavior. The added value is created when by adding special touch sensations to the packaging, more consumers decide to buy the product, and turnover is increased in the long term. Another possibility is to increase the sales price when willingness to pay increases among consumers due to the exciting packaging. At the POS, the feel of the touch in conjunction with an aesthetic, visual packaging design can encourage the consumer to buy. Scodix identifies the following sequence of events: Awareness: A special design or a particular color makes the packaging stand out more and it draws more attention. These socalled »eye-catcher« elements are designed to draw consumers to the packaging and invite them to touch it. Emotions: If the packaging is removed from the shelf, the surface of the packaging is perceived by the hands. Depending on the tactile impressions or sensations this can trigger distinctive perceptions of the packaging and so also of the brand. Memory: Packaging which is perceived to be particularly pleasant has a good chance of being stored in the memory and recalled at a later date. The possibilities to add value do not end with the purchase of the product. Packaging designed to stimulate the sense of touch can also have an effect on the consumer after the purchase. At home, the buyer has more time to assess the packaging in more detail. They will of course also open it and remove the product, resulting in further tactile experience. The packaging now has the task of creating a comfortable atmosphere for this moment. Ultimately, it’s all about strengthening the bond between the consumer and the packaging with its unusual finishes and special paper or other materials. Those who aim for growth can already express this through the packaging.

A brief digression into the haptic realm

To use the sense of touch in ‘value-added packaging’ a basic knowledge of haptics is essential, because very diverse sensory impressions can be gained with the largest sensory organ. In a technical paper in 1978, the world-renowned researchers into haptics Lederman and Klatzky presented their views on how haptics or the sense of touch is pieced together. First, they list six different basic tactile dimensions that can be perceived on items such as packaging. These are texture, consistency, temperature, weight, shape and size. However, the haptic dimensions alone would not be sufficient to generate more added value with consumers. After all, they have to be correctly perceived and recognized, which, according to Lederman and Klatzky, happens through the respective exploration procedures. The texture is explored by stroking movements from side to side, the consistency by pressing, the temperature through contact and the shape and size by cupping the hands around the object or by following the contour with the fingers. From a haptic perspective, the texture, consistency, temperature and weight of packaging is particularly important, because these dimensions reveal features that are only fully appreciated through the sense of touch. Furthermore, these four dimensions also convey the haptic properties of materials, while the shape and size merely convey geometric properties. Finally, texture is once more addressed briefly, as this property alone is quite complex. In a technical article in 1982, Lederman argues the point that among other things surfaces may vary in degrees of intensely rough, uneven, ragged, greasy, sticky and smooth.

How packaging manufacturers can take advantage of this?

After now having discussed in detail why it makes sense to pay attention to the sense of touch in the design of packaging, what effects this might have on consumers and what the different haptic impressions are, we now turn to the implementation of ‘value-added packaging’. To this end, readers of the packaging magazine can follow a series of articles in future issues on different finishing processes, special paper grades and special print substrates. For example, Actega Terra GmbH presented a number of different varnishes at drupa that can be used to achieve various tactile effects. Other exhibitors too presented effect and UV varnishes or the necessary varnishing machines. In addition to the varnishes, foils for different applications such as hot stamping were on exhibit at many stands and also enjoyed great popularity. Another big highlight at drupa was the PrintCity business alliance initiative, ‘Value-Added Packaging Project’. There were more paper processing methods and processes on view. Special packaging papers such as the ‘Gmund for food’ collection by the handmade paper manufacturer in Gmund, ‘Tyvek’, a tear-resistant nonwoven fabric from Dupont and bonded leather from Salamander Bonded Leather were also presented as packaging materials.

More about Vividsense at – https://www.vivid-sense.de/