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Study proves consumers have strong feelings for soft textures on packaging: Gallery

Kate Bertrand Connolly in Packaging Design on March 10, 2015
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Everyone agrees that the visual element of packaging design influences consumers. But what about the tactile component? Does a package’s texture influence consumers’ purchasing decisions?

Results from a recent study indicate that fingertip appeal plays a surprisingly influential role in buying behavior. The study was conducted by applied neuroscientists at Brain House Institute on behalf of Derprosa-Ti, a unit of Taghleef Industries that makes Soft Touch film. This laminate is used to give boxes, bags and other packaging components a velvety texture.

The study showed that products covered with Soft Touch film are 70% more likely to be chosen by potential consumers, because the film evokes 275% more emotional intensity and 247% more positive emotions than plain packaging.

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