labelsplus : Jet Life November 2019
JET LIFE 10 ISSUE 3 The power of the sensory experience The advantage of using the sensory experience in product marketing is that in contrast to visual or verbal advertising, the sensory experience is unconscious and not obvious to the consumer. They would probably struggle to explain to someone their decision- making process in selecting a product if it is made on a sensory level. It is a much more natural experience and interaction for the consumer. Whereas adver tising is more blatant and the consumer is consciously aware of the fact that they are being marketed to. Where does the sensory experience begin? The opportunity to strike up an emotional connection between a product and the consumer really begins before they even get to see, touch and feel the actual product. The first physical interaction a consumer has with the product is at the packaging point. The first touch a consumer gets of your product, before they even make a decision about whether to purchase it or not, is when it is on the shelf, packaged. So in branding and promoting a product, businesses need to place a great deal of emphasis on the sensory experience offered by the packaging. The power of touch Many businesses only consider product packaging from a practical perspective – product protection, dispensing and shipping. However, think for a moment about the experience of buying your simple daily take-away coffee. Of course, there’s the aroma sensory experience, but what about the less obvious touch sensory experience? How does the paper cup feel in your hand? Is it soft and smooth to touch? Is it just thick enough that you can feel the warmth of the coffee without it being too hot to hold? Does the shape fit snuggly into your hand? Does it feel like it’s offering the same premium coffee experience that you would have if you sat down for a coffee in a mug or glass? Now you can start to see the power of touch in the sensory experience and emotional connection of the consumer to a product, even before they consume or open what’s inside. Then you can view packaging as not only a practical component of your product, but also an integral part of your branding and brand loyalty. Product packaging investments In recognition of the influence of emotional and subconscious variables in consumer decisions, many packaging companies have invested in researching and developing packaging solutions that appeal to the senses of consumers . Recently, these companies have made new innovations in materials and packaging that emphasises less what it says and more what it feels like and the emotional experience it provides the consumer. Th is has included crossing the border into real experiences such as softer touch materials, antibacterial films, aroma films, and more, that can create a sensor y experience and emotional connection with the consumer. Jet Technologies innovations Jet Technologies and its par tners have invested in researching and analysing the emotional impact, positive emotion and influence of the packaging sensory experience in the purchasing decisions of consumers. Recently our partner Deprosa looked at whether tactile product packaging finishes are chosen by consumers and increase product sales. The research focused on their Soft Touch laminating film, with a soft feel and a velvet effect, which is used for both the packaging sector and graphic arts in general. The research found that with a choice between two products, one of which is cove red by the Soft Touch and another film without, it produces 275 percent more emotional intensity, and 247 percent more positive emotions in the participants when handling product which is coated with Soft Touch. 70 percent of the test participants said when making a purchase decision, they would choose the films-coated with Soft Touch, compared to 30 percent who would choose the ones without. It was also found that 73 percent of the participants found Soft Touch more enjoyable by touch and 71 percent by sight. The evidence is clear Clearly, the research shows that there is a marked difference in the emotional response of consumers to products that offer a deeper sensory experience via packaging. While many businesses are very familiar with the concept of visual branding, this is only part of the sensory experience of a brand and attention also needs to be paid to other sensory aspects such as touch and feel. Australia +61 2 8399 4999 firstname.lastname@example.org www.jet-ap.com Indonesia +62 21 899 11392 email@example.com www.jet-ap.co.id New Zealand Toll Free: 0800 123 538 firstname.lastname@example.org www.jet-ap.com one system, three solutions smarter... Our customers asked for it, so we made it, using low-migration inks, the L350UV+ LM exceeds Food Packaging Compliant regulations for non-direct food- contact print. faster... The L350UV is an award- winning digital press from Screen and sets the standard with unparalleled reliability, flexibility and output. thinner... How do you improve an award- winning press? We added even more flexibility with the ability to print even thinner materials (even the thinnest shrink sleeves!) and expanded the colour gamut with Orange. 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