Tactile Qualities of Materials inConsumer Product Packaging

Marketing trends suggest an orientation towards more spending on packaging as a brand communication tool and less on traditional mass media advertising. Until now, graphic design of packaging, and to some extent shape, has received most attention in literature. However, aspects such as taste, smell and touch are likely to become important within brand building in the future. This paper discusses the role of tactile (touch) qualities of materials in packaging with focus on Fast Moving Consumer Goods (FMCG), such as toiletries, soap and food products. It is emphasised that attention to tactile qualities of materials when selecting packaging material in the design and development process may be a strategic choice. It is found that tactile qualities of materials may draw attention, communicate brand identity, signal quality, convey information about the content, create an emotional experience related to the product and influence usability.

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