Sight, touch, hearing, smell and taste have the capacity to trigger deep-seated perceptions and reawaken the strongest of emotions. It is also possible to stimulate the five senses through packaging. To traverse something is to 'pass through it', and a packaging solution can pass through the senses to transmit emotions, establishing in the process a set of special feelings on the part of the consumer towards the product.
We have designed a pathway along which to discover our new packs, which have what it takes to engage with the five senses and to summon up intense sensations. Immerse yourself in this multi-sensory experience and let yourself be carried away by Overkart's innovative packaging solutions.
The most fully utilised of all our senses, sight allows us to perceive the surrounding environment. It is one of the most reliable sensory sources – so much so as to make the other senses almost subordinate to it. And yet, what we reproduce in the visual field is nothing other than a reconstruction of the surrounding world and not its faithful reproduction. Our anatomical structure leads us into a continual reprocessing of reality, but never into contact with true reality.
One of the ways through which sight communicates brand values is the visual format: the combination of recurring graphical elements, shapes, dimensions, symbols, colours and fonts.
In the purchasing experience, packaging constitutes a communicative element that is able to attribute a very high level of added value to the product and to differentiate it to a considerable extent.
Packaging serves to re-evoke the brand image, encompassing all of the positive, characteristic associations that it embodies.
Embellishing a packaging solution with metal inserts, hot-foiling, glitter or oleographic finishes immediately but unconsciously encourages consumers to position the product at the upper end of the scale, without risk of going overboard, given that sometimes, in the luxury sector, the rule for catching the eye with an abundance of colours and visual stimuli is: ‘less is more’.
S I G H T
Perfume Box with chest opening and white mousse insert into a golden bottom. The visibility of the golden foil on the bottom and the use of external details in golden brass replicating the same shape of the perfume bottle enhance the box with the result of a very impactful visual effect. All this and the choice of an ice-grey embossed tissue paper where the gold stands out strongly, elevate the box to a very elegant style. The product is on top of the Brand perception.
Taste is one of the senses that is least involved in the purchasing process, on condition that the product is not intended for tasting. It is, though, possible to evoke sensations by means of memory, bringing to mind a particular flavour, a taste of the past, and by acting on that perception, you can trigger the desire for a sensory stimulus.
The secret of packaging? The transmission of stimuli and sensory perceptions that engage with the consumer, offering the bona fide opportunity to ‘taste the colours’.
The depth of a ‘crisp’ print in the juxtaposition of light and shade, gloss and matt finishes; but above all, excellence in the faithfulness of the colours – these are the vehicles that should be deployed so as to allow the product to be ‘tasted’ through its packaging.
T A S T E
Chocolate box with pvc window for product visibility and bottom on two sliding levels. The box was developed with a double function of holding and display. The attention to printing, the soft touch finishing and the golden foil convey the excellence of the product and its Brand and arouse the real desire to taste what is inside.
Touch is one of the main channels of contact with the external world. Through tactile sensations, important information is acquired about the reality that surrounds us. To ‘touch’ something means to experience, feel and see what effect it has, and physical contact can give rise to emotions that endure in the mind longer than those aroused by images or words.
The packaging is the first element that you touch when you come across a product. This makes it an excellent ally for exploiting the sensations offered up by the initial contact with the packaged product.
Much of the perceived quality is transmitted through the sense of touch. On handling a package, we get an idea of its texture, its pleasing nature and its temperature, releasing sensations that can bring us closer to the product, with a view to making it more desirable. The packaging can, therefore, help to seduce consumers in the purchasing experience, offering up positive tactile sensations that meet their expectations.
Flocking, soft-touch or grain finishes can generate the sensation of something that suits us down to the ground or that transports us back to enjoyable moments, places and emotions. An embossed or debossed logo can elevate the perception of the brand positioning.
T O U C H
Sliding box with mousse insert to place the sunglasses. It was realized in order to communicate a strong connection to its content, sunglasses, through a seaside artwork and a touch effect finishing. The soft touch laminated bottom contrasts with the grain finished lid. The softness approaches the sand effect where the shiny high thickness silk-screen repeats the inside product. This creates an instant feeling with the consumer.
Aromas and fragrances have a profound impact on mood, and consequently on behaviour. Sometimes, they function unconsciously as an attractor, recalling sensations, memories, past experiences, familiar evocations, positive emotions.
The advantages afforded by the use of smell are strictly connected to the capacity of memory, and the olfactory memory is decidedly more effective and permanent than its visual counterpart.
The evocative power of a scent can be exploited in packaging thanks to the use of special fragranced coatings that imbue the packaging with a generic essence – in synch with its content – or even with a customised brand essence.
S M E L L
Coffee box in book shape with internal black mousse insert to place the colour contrast capsules. The artwork was thought to draw attention toward the nature of the product, therefore the importance of the coffee beans through a play of hues and high thickness silk-screen. Just from the beginning the finishing in coffee smelling varnish creates an instant feeling with the consumer. Trough the “touch and smell” he will be filled with desiring the product before opening the same box.
Hearing is the second most utilised sense in marketing; it enables both the immediate transmission of the message and a reactive response from the public.
The emotions associated with a sequence of sounds are impressed in the mind in the form of memories, ready to be re-evoked and reinforced every time the same stimulus is perceived once again.
The sound made by the opening and closing of a packaging solution can encapsulate the essence of what that package contains: the hermetic seal of a cork echoes the conservation of the aroma of a good wine, or the memory of a special occasion; the pull of a magnetic closure brings to mind the retention of a pleasing taste; and the rustle of a pack being opened calls forth the idea of the fragrance of its content, as well as a sense of curiosity and surprise.
Packaging can talk, and you can listen to what it has to say.
H E A R I N G
Save aroma box for wine. Box with front opening and magnet closure, developed to give the idea of air-tightness able to keep the product’s taste. The choice of a wood effect covering paper is a connection with the origins and nature of the contained product, therefore of its Brand. The bronze foil and the hemp drawstring with handle function both enhance the pack.