Being totally immersed in the journey of a job, design consultancies and clients often judge design work in a rational and analytical manner. However the consumer’s response when taking a pack from shelf tends to be largely emotional. So with this in mind it is important to consider how a piece of packaging might interact with all of the senses, beyond purely visual. How does it feel to the touch? How does it smell? The way that packaging engages all the senses can strongly reinforce brand or product values, by physically expressing them. Textured paper stock is often used to give a premium edge to a label or carton, especially when teamed with embossing, speaking of the craft and care used in the making of the product inside.
That same tactile quality can be achieved through the lovely, subtle indentation you get using a traditional print process like letterpress. And of course there is that unmistakable, wholesome scent you get from some uncoated craft paper stocks. Certain print effects raise slightly from the surface, like screen printing onto glass. Texture, embossings and ergonomics can be considered as part of the moulding of bottles, cans and plastic packs. And where creating new structure features like embossing is not practical, similar textural effects can be achieved via print processes. Recycled paper stocks, paper pulp and mushroom moulds all give earthy, ethical cues. The handmade feel of craft papers lend themselves perfectly to brands with artisanal values and simple corrugated board can give a funky, utility feel.
So regardless what values the packaging needs to express, look to the surface quality. Tactile packaging can help make a connection with the consumer, beyond face value. Let’s get touchy–feely with our packaging! For advice and information on all of your packaging needs, contact us on 01-8421700.