Some years ago `touch` was referred to as the `forgotten sense` in marketing, but nowadays many brand owners use tactile features to communicate their brand values and product characteristics. In terms of packaging this trend is no different. Traditionally packaging has been used for visual communication, but today tactile is also recognised as an important feature for communicating with customers at the point of sale.
Clondalkin Kirchberg has recognized this trend and has introduced tactile printing. We have successfully integrated tactile features, such as relief and soft touch, into our printing technology for lids and shrink sleeves. The tactile elements are an integral part of the designs and can be applied partially or across the entire surface of the product.
With this new technology brand owners are able to create a premium experience for the consumer when they handle the product; a critical step in the buying process. Brand owners can communicate certain product characteristics to influence the consumer’s perception and emotional connection, and thus have a positive impact on their buying behaviour.
For example, if you take the purchase of a bottle of liquid detergent, softness is an important product characteristic for the end consumer. If the actual packaging can communicate this feature then it further entices the customer to buy. For this type of product we have our shrink sleeve with a special soft touch. Another example is strawberry yoghurt. We can now give the surface of the lid the structure of a strawberry, thus helping to enhance the perception that the yoghurt contains real strawberries.
This technology is revolutionary in flexible packaging and provides exciting opportunities in the area of multisensory packaging. In combination with the print design this opens up a whole new window of opportunity for point of sale marketing.
This innovation is helping our customers to make their products stand out on the supermarket shelves. Touch it, feel it, love it.