19.07.2013

In Design...

Tactile packaging is a growing trend in FMCG design. Mark Salisbury, takes a closer look.

Aside from protecting the contents of an item, packaging is about selling: Arousing someone’s interest and encouraging them to pick an item up.

The use of tactile packaging is an increasingly popular method of achieving this. Designers are using a range of tactics, from totally new shapes, to variations in paper stock, unusual finishes and embellishments, to really make a product stand out.

The use of tactile packaging is an increasingly popular method of achieving this. Designers are using a range of tactics, from totally new shapes, to variations in paper stock, unusual finishes and embellishments, to really make a product stand out.

The reason tactile packaging design can add value, is because it creates a deeper level of engagement. It appeals to a sense that is often underused. These connections not only engender positive reactions before a sale, they can also create a stronger bond after the sale.

And, there’s the power of word of mouth. A piece of innovative, tactile packaging can be highly effective at driving ‘talkability’. The growth in tactile innovation is also having a positive effect in other areas of the FMCG supply chain. Packaging suppliers and manufacturers are now being presented with exciting opportunities to develop new materials and differentiate themselves from competitors. This in turn leads to even greater innovation and technological progress within the industry. 


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