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The Science Behind Luxury Packaging

Have you ever wondered how some packaging appears luxurious to people? How exactly a mere way of packing a product elicits a luxe response from the consumers? With our over 20 years of experience in product quality design, we’ll share a few bits about the science behind the luxury packaging.

According to several studies, a number of sensory cues are associated with luxury or prestige. When people recognise those cues from the way you package your product, they’ll likely perceive that the packaging — as well as your brand and the product itself — is luxurious.

Here are the sensory cues your packaging should trigger before it appears extravagant:

Sensory Cue #1: Tactile

People associate tactile designs with prestige. Wines or liquors with embossed domed resin labels, for instance, look expensive and deluxe. So, it is important that you utilise a packaging design that your consumers can touch.

Sensory Cue #2:  Olfactive

The fragrance has always been linked with extravagance. It also creates a lasting, positive impression on anyone. You can create brand-specific scents to maximise the power of olfactive sensory cues in brand recall.

Sensory Cue #3: Audible

The perceived value of your packaging design also lies to how much noise it creates. When people open a plastic shopping bag, they’ll hear high-pitched, irritating sounds. In contrast, expensive stores at the mall use heavyweight paper for their shopping bags. People are wired to associate deeper sounds with higher product value, so you must be careful in choosing the material you’ll use in your packaging.

By knowing how to activate these sensory cues, you can take advantage of using packaging as a way to improve your product branding. After all, the packaging is not all about keeping the products safe — it is way more powerful than that.

If you want to learn more about luxury packaging or product embellishment, contact us today.