“Packaging can be theater, it can create a story.” – Steve Jobs
With so many products fighting for attention on store shelves, retail packaging needs to help set your product apart just to garner attention. Once it has a consumer’s eye, it then needs to engage and sell them on the attributes of the product inside within seconds.
Special effects screen printing for packaging helps attract consumer attention and creates an emotional connection with consumers.
Your Front Line Ambassador
Essentially, packaging is your brand’s front line ambassador as well as an inanimate sales rep. To succeed in both roles, packaging needs to be able to invite an emotional connection. Forming that connection is the responsibility of graphic design—with imagery and wording that strike a chord—but also a function of the materials used.
For this reason, more and more companies are choosing to incorporate special effects screen printing, including textures, scents and fragrances, glitter, and even thermochromic effects. These techniques help packaging to capture both visual and olfactory attention even while sitting on a crowded shelf.
Creating an Emotional Connection
Once noticed, packaging that invites being picked up, is pleasant to touch and is easy to hold as the consumer reads the label, improves the chances of establishing an emotional connection. Research has shown that products that get picked up are less likely to be returned to the display.
In addition to special effects screen printing, special creasing, die-cutting and metallic finishes can help communicate a degree of sophistication to consumers, which they then associate with your product and brand. A die-cut window, for example, can reinforce a sense of transparency—helping a consumer gain a sense of trust with your product.
Anything but Ordinary Packaging
If you’re looking to improve the effectiveness of how your packaging attracts and communicates with consumers, consider all that is possible with special effects screen printing. Creating an emotional connection by appealing to multiple senses can help your sales be Anything but Ordinary!