Browsing by Subject "tactile"

The aim of this study was to describe how the tactile properties have been taken into consideration in packages value chain and which aspects in packaging are important for consumers in the future. Packages were devided in study to cheaper everyday bulk products and more expesive luxury products. The scope of this study covers the marketing side of board packaging. Theory part discusses how packaging and the design of packages relate to product branding. The discussion is based on a few of the main theories and presents the key points of how design and shape are important factors in a package’s value chain. In the empirical part of this study the data were collected by qualitative interviewievs Finnish professionals working in different parts of packaging value chain. The professionals represented Brand owners, Advertising agencies and Package manufacturers. Altogether 10 qualitative theme interviews were carried out. Idea was to find out how decisions concerning the choice of board material are made in the packaging value chain and what role does haptical qualities have. Interviewees were asked about the environmental aspects in package design. The term “touch and feel” is used in this study to represent the whole experience when the consumer takes the package from the shelf and feels its surface and shape. Package manufacturers have more influence on the packaging board selection process than brand owners, while design agencies usually do not even participate in material selection. The cost of the package become more important factor in bulk and less expensive products than in more expensive products. If a product has a leading position in the market, companies try to reduce packaging costs. Finnish brands have not yet incorporated touch and feel properties into board packages. Design and shape can affect to package's desirability in store. Quality of package relates straight to quality of product in consumers mind. Haptic properties could increase the perceived quality in products. Environmental aspects came up as a key trend in package design and manufacture. But at the same time it was argued that nobody is going to buy the product just because it has an ecological package. Role of the package is to express products qualities and protect it.