Designing Multisensory Packaging – Tips & Examples

In developing a packaging design brief, the fundamentals can be distilled down to Simplicity, Clarity & Communication, Shelf Appeal, and Longevity/Versatility.

We can create packaging which looks great on shelf and connects with an audience – but how can we continue to stimulate and create a multisensory experience which resonates upon contact and post-purchase.

• Design
• Shape & Format
• Texture
• Sound
• Smell

• Thermochromic hot and cold inks
  Long favoured by the drinks industry – thermochromic inks change upon cold or heat making them great for showing when a drink is chilled to perfection. They also add an interactive element to designs as ink can ‘disappear’ with the subtle heat from touch.
• Hot and cold foils
  (also see: Food Packaging Design Finishes For Retail Success)
  
• Embossing and debossing
  (also see: Food Packaging Design Finishes For Retail Success)
  
• UV Gloss and highlights
  (also see: Food Packaging Design Finishes For Retail Success)

• Opening & Closing mechanisms
  Opening and closing mechanisms involve direct participation in the packaged good and can be approached in a breadth of memorable ways. Just think of the addictive nature of popping a Pringles can, and how this becomes part of the brand experience (once you pop you just can’t stop).
• Opening seals
  Likewise, opening devices can convey a sense of freshness and quality – a tactic which has worked for the tea and coffee market for some time. Think – coffee valves on bags, ring pull tin openers on coffee jars – or the distinctive wrapper of a Kit Kat.
• Shape, Curves & Grips (Ergonomics)
  Adding curves to structural packaging can make it feel more delicate and human – whereas solid lines can imply strength and robustness. The use of unique curves and grips can become a memorable and lucrative brand asset. From fragrance to sauce bottles – brands fight to own the most unique, functional shapes which push the limits of design.
• Physical weight
  The physical weight of a packaged object can also give implications of its quality and add to cues of a premium product.
• Before/After opening
  On opening does the packaging become interactive? This happens often with children’s toy packaging opening up and becoming something the child can play with or a scene to be used. Likewise, food packaging can often open up to form a tray for eating on the go.

• Textured and hammered papers
  There are countless options to choose from when selecting paper stocks from soft touch, to satin and gloss – all textures have different benefits and associations.
• Diecutting
  (also see: Food Packaging Design Finishes For Retail Success)
• Embossing and debossing
  (also see: Food Packaging Design Finishes For Retail Success)

• Opening seals
  We mentioned the benefits of opening seals earlier on – specifically with sound how can the material you’re using enhance the opening experience?
• Opening & Closing mechanisms
  Does your product make a sound when it opens and closes? Could this be enhanced to sound louder, or become softer to compliment your product?

• Scents as adhesives
  In products where scent is nearly completely lost (frozen foods etc) – manufacturers have managed to replicate scents contained in packaging adhesives, releasing a scent upon opening.
• Scents hidden within packaging
  An alternate approach sees scents encapsulated in places like the lids of ice cream tubs, and in the neck of drinks bottles.