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Finding the sense behind the sale
“The Touch Advantage” is the culmination of years of research exploring how touch impacts consumer behavior. It began with “The Neuroscience of Touch,” in which we sought to understand how haptics might affect the way people perceive brands.
Then we started to wonder, “How does touch influence purchasing decisions?” It was time to take our research to the next level by partnering with Clemson University to conduct a groundbreaking study on the relationship between touch and sales.
That research gave rise to “The Touch Advantage,” where we proved that the feel of packaging has a major impact on purchasing decisions. Keep scrolling to check out some of the key findings and download the e-book.
Multisensory packaging is a key factor in marketing products—providing a new set of challenges and opportunities for brand owners, converters, printers and designers.
Dr. R. Andrew Hurley, Clemson University
All that glitters is not sold
We investigated the correlation between touching a product and making a purchase by recreating a store environment and allowing research participants to shop for a selection of products, including CBD serums, earbuds and moisturizer.
As they shopped, we tracked how many times participants touched a product and for how long. Through this portion of our research project, we learned that touching a premium package just twice makes shoppers 50% more likely to buy it, and at four touches, it’s 90%. When brands invest in premium haptic experiences, it pays off.
Filling up on premium
In this study, premium packaging meant using unique finishings such as foil, embossing and gloss on high-quality SBS paper. These paper techniques draw customers in and keep them holding product packaging, but we wanted to see just how much premium paperboard affects the likelihood of purchase.
It became clear that premium packaging won out in each experiment. Our research participants were 13 times more likely to purchase premium SBS packaging than nonpremium CRB packaging.
Good first impressions mean no second thoughts
The quality of a brand’s packaging can affect customers’ perception. To test the effects that sensory marketing has on e-commerce purchases, we brought participants into a home environment and tracked their facial expressions as they opened packages of earbuds and chocolate bars.
Not only did participants display 95% more positive emotions when unboxing the premium packages, they also reviewed each product by writing longer, more positive testimonials.
Explore “The Touch Advantage”
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