The best way to achieve extra dimensions with products through labels and packaging is by using texture & engaging the sense of touch.
A consideration for labels & packaging that often gets overlooked is that of texture or ‘feel’.
So much attention is paid to the visual aspect of design, that the touch sensation is often not considered at all, or if it is it is left as a side consideration or left until the end.
A growing number of brands are starting to see real benefit by engaging the sense of touch. Mostly this is being done in a sensory mode, however clever designers are also simulating the effect of texture to create the look of texture.
Tactile elements will feature on packaging evoking emotion by engaging other senses to create a ‘feeling’ around a product.
The best examples though actually use the tactile nature of texture and touch to generate a ‘feel’ or ‘feeling’. Customers LOVE to pick things up, to handle them and to get a ‘feel’ for the product. Ones that do it well will create responses like “ooh it feels expensive” or “it feels so nice” and the process of running your hands over textural elements creates a very visceral response. And it is these inward feelings that appeal to emotion rather than intellect that can create brand allegiance at a very subconscious level.
how do you achieve the sense of texture & touch with labels & packaging ?
How something makes you feel is a combination of senses and how they interact with each other to create colour, movement and evoke feelings. There are other ways to create ‘feeling’, let us know in the comments if you have any suggestions or great examples that we can share.
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