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Disclaimer: The postings in this blog section do not necessarily represent Desjardin's positions, strategies or opinions.

Multisensory Packaging Design: Transferring the sensation of packaging on the product

Understanding consumer behavior is the main reason packaging designers should take an interest in how multisensory packaging affects consumer decisions. While every consumer makes decisions based on their own personal experiences, certain packaging themes appeal to certain market segments. Here are essential themes of multisensory packaging that designers should explore.

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Multisensory Packaging Design: Individual differences among consumers

Consumers have a need for touch the same way retailers have a need to sell products. But it's a mistake to assume all consumers respond the same way to the same stimuli. Every individual coexists with thousands of marketing campaigns wrapped in packaging techniques trying to get their attention. Here are important points for designers to consider about multisensory perceptions among consumers when crafting a new package.

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Multisensory Packaging Design: Combining Various Aspects

Consumers base buying decisions on what their senses, memories and emotions tell them. That's why packaging design should provide multisensory stimuli congruent with brand themes that connect with followers. Here are ways designers can apply knowledge about multisensory processes to packaging designs.

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Multisensory Packaging Design: How Firmness and Compressibility of Packaging impact the customer

Some people call it "hardness," while others involved in packaging design use the terms "firmness and compressibility" to describe the feel when two hands squeeze a product. But distinguishing the differences between texture and hardness can be challenging due to overlapping variations. Here are points for designers to consider that take consumer perceptions of firmness and compressibility into account.

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Multisensory Packaging Design: How Iconic Shape of Packaging impacts the customer

As part of the multisensory experience, the mind forms thought patterns associated with shapes, which should be of interest to packaging designers. Shapes, like colors and textures, can contribute to perceptions about objects based on personal experiences. Here's a look at how the shape of a package communicates with consumers.

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Multisensory Packaging Design: How the Texture of a product impacts the customer

Texture is a crucial factor in packaging because it needs to match consumer expectations. Delicate products need more blatantly protective packaging, which shoppers evaluate by touching the package. Each shopper has their own multisensory approach to judging retail items. Here are concepts about how the texture of packaging affects consumer perceptions.

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Multisensory Packaging Design: an Overview

Deep in every consumer's mind are perceptions about the world. These perceptions don't just develop randomly, as they are shaped by multisensory input. This input comes from thousands of experiences over time stored in memory and then are triggered by associations. These associations also develop over time based on experience with a product and its corresponding packaging.

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Fancy Tins: How the Sense of Touch Affects Purchase Decisions

As much as people love food, they may not want it if it's not touching something they deem acceptable. That's one of the main reasons why the choice of packaging materials is so important. Whatever the food touches, whether it's metal, plastic, paper or some other material, the package must create the perception of a strong and clean barrier from the environment. A bakery must particularly be conscious of how it serves sweets to customers who are often ready to eat a snack right away.

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The Sense of Touch and How Food Packaging Affects Purchase Decisions

The concept of touch plays a big role in food packaging, consumerism and safety concerns. Packaging designers want to make sure the material touching the food is safe. Shoppers like to touch packages before they buy them, which influences perceptions. Here are important points to know from various studies about the sense of touch and how it affects food packaging.

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