At a Glance

• Haptics in packaging enhances consumer engagement by leveraging the persuasive power of touch.
• Tactile packaging design influences buying decisions by creating memorable and emotional connections with products.
• Packaging textures and materials can differentiate brands and drive sales through sensory appeal.

I’m a graphic designer who specializes in packaging design — from labels and flexible packaging to folding cartons and unboxing experiences. I also give presentations on important elements of packaging design, including creating tactile experiences that influence purchasing decisions. Plus I’m lucky enough to have co-authored a research study with Sappi and Clemson University on one of these elements — haptics and the importance of touch on purchasing decisions. (You can download the entire study here.)

When I present the research on touch in purchase decisions, I often ask my audiences to picture their favorite place to shop. Then I say, “Stand up if you think it’s important to touch packaging while you’re shopping.” Inevitably, everyone in the room stands up, and we have a good laugh together.

After they sit back down, I ask them to revisit their favorite store in their imagination. You walk through the front door and notice products and special displays. The ambient sounds — of people talking, POS [point-of-sale] machines pinging, and music playing — fill the space. The store may have a specific scent, especially if it relates to the products you’re interested in buying. When you enter the store, your senses of sight, sound, and smell are automatically activated.

But what happens when you’re interested in a product? Picture walking down an aisle and an item piques your interest. What do you do? You reach out and touch it. Unlike the three senses mentioned earlier, touch is an intentional and active sense when shopping, creating a tactile experience that directly influences purchasing behavior. We don’t have to touch anything on the shelves, but we do, because the way a package feels helps us decide whether we’re going to make a purchase. In seconds, we assess its quality by the way it feels — is it sturdy? Is it textured? Does it make you want to hold it longer? 

Depending on that first touch, you might examine the package more closely, feel the weight, or even compare it with another product. But crucially, there’s a point at which you make a conscious decision to put it back on the shelf or into your cart. And this doesn’t just happen in your favorite store.