In today’s competitive world, brands aim to make packaging which captivates customers. Color schemes as well as branding are important parts of the packaging design, but texture is something that is usually not given the importance that it deserves. When a brand includes a unique texture on the packaging design, this enhances consumer experience.
Adding a texture on the packaging can make a functional box appear more luxurious, providing people with an exciting multi-sensory experience which can impact whether they choose to buy a product. Textured boxes can therefore stand out prominently.
Textured packaging impacts the way that customers think about a brand and its product. The boxes are even able to make a brand be known in the competitive industry. The following looks at this packaging’s impact on customer perception and brand differentiation:
Develops sensory impact
Texture in the packaging design develops a unique tactile interaction which can develop a powerful emotional link amongst the product as well as the customer. When someone picks up the box, its feel can impact the way they feel about the brand and its products.
For instance a smooth and velvety surface will give shoppers an impression of sophistication. People will get the feeling that an expensive product is in the box. If a brand chooses to use embossed or debossed patterns, this gives the packaging an artistic element. These patterns help in making the packaging appear visually appealing and they also play with the sense of touch.
A brand that wants the packaging to give the image of sophistication can choose to add a linen finish. This texture appears and feels like linen fabric giving the packaging an elegant touch. Custom texture and linen boxes such as these are perfect for luxury goods and are connected with premium packaging.
Therefore the texture that a brand has included on the packaging will impact the way that people perceive the product.
Developing emotional links
Textured packaging will even evoke certain emotions and can develop connections with customers. Texture is able to help here. When a brand adds various textures, customers can get certain emotions. A certain tone for the item will be given as well. The way printed texture and linen boxes look and feel can impact how customers feel about the brand and its products.
For instance, a soft plus smooth texture can give the image of comfort. On the other hand a rugged texture can give the impression of durability and adventure. When the packaging design is able to appeal to customers’ emotions via texture, the packaging can develop a stronger link amongst the product as well as the customer. People will immediately get a certain impression of the type of product you are selling.
Impacting brand identity
Brands are able to employ various textures strategically so that the unique brand identity of the company can be communicated to people. For instance, cardboard texture and linen boxes are able to convey the impression of sophistication and elegance.
By adding unique and exciting textural impacts in the packaging design, a brand is able to be prominent in a competitive market. A brand can let consumers know what type of products it sells when they feel the texture on the box. In this way a brand is able to be differentiated amongst the competition and can stand out.
Including brand details
Texture can be included on brand details so that they are more prominent than the rest of the packaging design. For instance a brand is able to add the embossing impact on its brand logo or tagline so that this stands out more and feels different.
It will be easier for customers to recognize this and remember the brand. Therefore texture is able to help a brand be known as it can be distinguished amongst the competition.
Practical and functional packaging
Texture does not only help the packaging be appealing, it is even practical. These boxes are able to provide better grip, limiting the likelihood of the box dropping and harming the item within it.
There are even some textures which are able to hide fingerprints therefore allowing the packaging to appear pristine for more time. Brands need to keep in mind the functional part of texture because it enhances the value of the brand. Customers see that a company has put effort into protecting the product. Textured packaging impacts the way that customers perceive a brand and its products.The type of texture a company includes on the packaging will let people know what they can expect in the box. Packaging that uses the sense of sight and touch can let a brand be differentiated amongst the competition as consumers will notice the effort a company has put into giving them a good experience. Therefore when these boxes are made right they can help a brand be marketed positively in the market.