‘Texture is one of the most significant factors in the tangible, physical world we live in,’ ’Texture creates depth, richness, difference, status, and matters. ’ Marketers planning to make an impact are slowly realizing that packaging texture along with customized designs can be quite effective in reaching out to the consumers’ sense and feelings.
Novelty texture boxes and packaging with surface textures are becoming increasingly used as companies strive to differentiate their products from the numerous similar products in the market. Although touch is one of the most crucial elements of sense that is involved in interacting with customers, it is often overlooked. Incorporating the textural aspect gives brands a way to engage consumers through touch.
The Trending Appeal of Textured Packaging
From intentional linen finishes to bold to embossing, textured boxes offer products the leveraging attitude of quality, luxury and distinctiveness. Experiential shopping and the overall unboxing effect are important factors becoming crucial to consumers, which is why texture is the trending aspect in packaging that brand owners are witnessing.
The cut liner box packaging comes in a design that has a cross-hatched finish on it which reflects the texture of linen fabric. This outer layer is rough and crisp but the end has a silky feel which gives the right impression of being rugged but sophisticated. Linen boxes are used as vehicles to enhance the image of the brands by giving an impression of the product being organic, handmade, and natural.
Linen box delivers an organic, farm-like appearance ideal for niche, luxury products such as candles, skincare items, tea, chocolates, and spirits. In this case, customized linen boxes enable brands to use similar colored, patterns, and foil stamping to the base texture to maintain the authentic look. There is also the aspect of dimension and sheen from Varnish finishes.
Innovative approaches to produce impressive effects
Modern packaging artists have it easier because they can incorporate state-of-the-art digital printing technologies such as tactile UV, hot foil stamping, debossing, and embossing into packaging boxes. The use of matte and gloss, raised effects, and indented grooves give the product form a tangible, tactile feel and a sensory extravaganza upon opening the pack.
Tactile UV is a form of printing that uses a raised varnish with a luxurious feel to it to cover up the print. It is also important to note that the curing process is done using ultraviolet light thus making the varnish to dry up quicker without cracking or peeling. Companies also notice that varnish key icons and logos with this ultra-violet layer come out of the box.
In addition, debossing and embossing involve the application of pressure onto the box substrate to etch attractive raised or depressed patterns. Debossing presses designs down into the material while embossing lifts the artwork and molds it from the surface. Foil stamping covers the paper with interesting metallic colors and the reflection of light is somehow unique. Alternatively, employing these techniques in synergy increases the visual effect achieved.
Driving Sales and Enhancing Perceived Value
The report produced by Smithers Pira named The Future of Luxury Packaging to 2022 showed that “unique surfaces and textures” lie in the third place in the list of priorities in terms of innovation among luxury packaging designers. Brands get the fact that, when it comes to textures, their ability to convey quality, protect craftsmanship and encourage value-potential are more than just valuable.
In addition, Applied Materials and Interfaces discovered that products with textured packaging can lead to high sales increase of over 300 percent as compared to products with smooth packaging. It was also argued by researchers that the application of texture may create the perception of ownership and value.
The concept of texture also contributes to the existing innate tendency of the populace for novelty-seeking consumerism. A new texture of a product package is appealing to consumers because it gives brands a way of regaining the element of surprise that compels shoppers to take a look at the product.
Finally, using textural packaging also helps brands to take their trademarks into a new dimension of experience. Thus, trademark protection laws include touch and feel, provided that the texture should be unique and have uniform application.
The Future Is Textured
Innovative packaging like textured boxes helps various brands from different fields to satisfy the consumer’s demands on quality, eco-friendliness, and originality.
Some of the patented ideas of futurists are animated textures that are changing their form or custom textures and linen boxes that reflect the personality of the owner. In the relentlessly commodifying and increasingly digitally mediated environments of global contemporary culture, the addition of a custom physical texture is a counterbalance and a unique selling proposition. The era of the great standardized world is coming to a close — let the generation of the textured world be born.
