Sense and Sensibility
July 2005
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A growing number of inventive smart packaging and printing materials is helping brand owners reach out to consumers' five senses and lifestyles.
FOOD PACKAGING HAS to do more than attract the eyes of shoppers nowadays. It has to relay information that will appeal to consumers with different lifestyles and diets, as well as provide an experience that enhances the overall perception of the product's quality.
Brand owners have forced packaging and printing materials manufacturers to find new ways to do this in recent years. Health-conscious consumers have driven food makers to replace traditional packaging with breathable films and aseptic materials in order to eliminate preservatives and other chemicals from food ingredients and extend shelf-life. "Consumers are more aware of food safety and quality than ever before," said Jeff Kellar, vice president, strategic business development, Tetra Pak. "Better education and demand for higher quality products are driving this."
In addition, consumer product companies are thinking beyond visual elements and adding features to packaging that stimulate other senses like smell and touch. Making the packaging attractive to more than the consumer's eyes with inks and coatings that create a pleasing aroma or feel can translate into sales. "Consumers make their buying decision in a matter of seconds in the store," said Mike Impastato, vice president of marketing, Flint Ink North America Packaging Division. "With an interactive product, the probability of purchasing is increased."
The benefits of these package-enhancing products are many. Here are a few examples of today's smart packaging and printing materials.
Alluring aromas
Ever walk through a candle store where customers were busy smelling every sent in the shop? That's a scene that may become commonplace in grocery store aisles thanks to inks like Scentisphere LCC's Rub'n'Smell scented inks, distributed by Flint Ink.
According to Jim Berard, co-founder of Scentisphere, scented packaging and labels are being used more and more in markets such as health and beauty, cleaning products, air fresheners, and other products where scent is a major factor in their appeal. The advantage that scented packaging has over others is that it allows the consumer to experience the product without having to chance a bad purchase, or having to open and/or damage the package in the store, Impastato said.
The inks also open doors in product marketing. Scented packaging communicates the unique olfactory appeal of the product, differentiating it from other products on the shelf.
"Research has shown that scent is the strongest trigger of memory," according to Bob Berstein, president of Scentisphere. "New York Times marketing research indicated that, when given a choice between two similar food or beverage products, more than 80 percent of consumers would choose one they could smell and see. Scented packaging is a powerful way to help brand owners, package designers, and printers differentiate their products."
FOOD PACKAGING HAS to do more than attract the eyes of shoppers nowadays. It has to relay information that will appeal to consumers with different lifestyles and diets, as well as provide an experience that enhances the overall perception of the product's quality.
Brand owners have forced packaging and printing materials manufacturers to find new ways to do this in recent years. Health-conscious consumers have driven food makers to replace traditional packaging with breathable films and aseptic materials in order to eliminate preservatives and other chemicals from food ingredients and extend shelf-life. "Consumers are more aware of food safety and quality than ever before," said Jeff Kellar, vice president, strategic business development, Tetra Pak. "Better education and demand for higher quality products are driving this."
In addition, consumer product companies are thinking beyond visual elements and adding features to packaging that stimulate other senses like smell and touch. Making the packaging attractive to more than the consumer's eyes with inks and coatings that create a pleasing aroma or feel can translate into sales. "Consumers make their buying decision in a matter of seconds in the store," said Mike Impastato, vice president of marketing, Flint Ink North America Packaging Division. "With an interactive product, the probability of purchasing is increased."
The benefits of these package-enhancing products are many. Here are a few examples of today's smart packaging and printing materials.
Alluring aromas
Ever walk through a candle store where customers were busy smelling every sent in the shop? That's a scene that may become commonplace in grocery store aisles thanks to inks like Scentisphere LCC's Rub'n'Smell scented inks, distributed by Flint Ink.
According to Jim Berard, co-founder of Scentisphere, scented packaging and labels are being used more and more in markets such as health and beauty, cleaning products, air fresheners, and other products where scent is a major factor in their appeal. The advantage that scented packaging has over others is that it allows the consumer to experience the product without having to chance a bad purchase, or having to open and/or damage the package in the store, Impastato said.
The inks also open doors in product marketing. Scented packaging communicates the unique olfactory appeal of the product, differentiating it from other products on the shelf.
"Research has shown that scent is the strongest trigger of memory," according to Bob Berstein, president of Scentisphere. "New York Times marketing research indicated that, when given a choice between two similar food or beverage products, more than 80 percent of consumers would choose one they could smell and see. Scented packaging is a powerful way to help brand owners, package designers, and printers differentiate their products."
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