9 sensory packaging wins and fails

By Jill Ahern in Packaging Design on August 23, 2017

Sensorial packaging cues are based in sound, sight and tactile perceptions, but it is important to remember that the impact of these perceptions is emotional and tied to semiotics. In other words, the sensation itself doesn’t have meaning or exist in a vacuum. It is rarely strictly the enjoyment of (or disdain for) what we feel or hear, but rather the meaning that we ascribe to that sensational element that drives our reaction.

Here are nine examples of products that win or lose with consumers based on the sensorial experience they have with the product packaging.


1. Win: Dove Men Care

Through a combination of color and finish, as well as angular edges, Dove bridges the gap between masculinity and skincare.

The layers of sensory cues here intrigue the consumer—especially as a brand extension from a company with a generally female audience. The matte finish and soft edges give the product a luxurious and more mature feel—in contrast to packaging for products like Axe, which target a younger demographic.

The soft finish takes the industrial/ automotive feel away from what we tend to see in men’s products, giving it a more sophisticated feel.


NEXT—Fail: Screw-Cap Wine

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There’s nothing that today’s consumer associates more with greasy fingers and “foods to avoid” THEN the high-pitched crinkle of a thin-gauged plastic wrapper. Notably, more premium snacks tend to up-gauge and soft-touch coat their films, which provide a better feeling to the touch, and offer a more muted sound. Should be "than" - Than is a conjunction that is used for making comparisons between elements, objects, people, etc. - "then" relates to time.
Thanks. Fixed the spelling.