Insights / Perspectives

Sensory Engagement in Packaging: How Brands Are Elevating Consumer Experiences

According to GlobalData, “Due to self-isolation, boredom, and anxiety, many buyers started seeking more exciting variations of everyday goods and services they purchase.” They note, “Younger consumer groups are particularly experience-driven and are willing to pay more for an enhanced brand experience.” Packaging can appeal to enjoyment-driven consumers by engaging the senses. Brands can use visual, tactile, audible, and olfactory elements to create multi-sensory experiences that add joy and excitement.

Surprising Visual Elements

The most obvious impact packaging has is its visual appeal, but that goes beyond just the shape of a bottle or the graphics on a box. Using unusual and unexpected visual elements can attract, engage, and delight consumers. Berlin Packaging has extensive experience developing visually stunning packaging solutions that use custom shapes, unique materials, pop-up elements, LED lights, and more to help brands build excitement and get noticed. We created custom packaging for Beauty Blender that lights up for added visual interest and enjoyment.

Beauty Blender - Ready Set Glow

Tactile Engagement

Impactful package design goes beyond how a product looks to include how a product feels. Ergonomics are important in ensuring a package is comfortable in the hand and easy to hold and use. Using unique tactile elements can create multi-sensory engagement that differentiates a brand and supports a premium impression. This can include soft-touch coatings, unexpected materials like wood and fabric, embossments, engravings, and more. Braille and other tactile markings can promote inclusivity and appeal to socially conscious consumers. Studio One Eleven created packaging for Milano Gin that uses a label made entirely of spun fabric, a reference to the tailoring tradition of Milan and a tactile element that elevates the consumer experience.

Milano Gin

Audio Visual

Many brands are introducing Interactive packaging solutions that connect with consumers in new and innovative ways and engage multiple senses. Digital tools like QR codes, near-field communication (NFC) technology, and augmented reality allow people to interact with brands and expand the user experience beyond the package. A scan of the label can feature songs, videos, gaming experiences, and more. Bandit Wines incorporated an interactive augmented reality experience where shoppers can virtually tour America's national parks by scanning a QR code on-pack.

Bandit Wines

By: Moira Stein
Date: March 11, 2025