Desjardin Blog - EN

 Multi-sensory experiences have been linked to brands over the past century as part of the consumer purchasing decision process. Here are points about touch manufacturers and package designers should consider in the post-COVID era.

Millennials, more than any other age group so far, pay closest attention to packaging content, especially ingredients. A 2019 study at the University of Valencia, Spain explored how food is marketed to millennials. Here are some of the findings of this unique study on millennials and their attraction to healthy food messages.

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.

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.

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.

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.

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.

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.

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.