Packaging as temptation : how beauty products are enhanced by their aesthetically pleasing tactile exterior

Abstract

The objective of this dissertation is to explore and investigate the effect of tactility in packaging on the attitudes and behaviour of the consumer. Packaging as a form of communication was explored to test this hypothesis by analysing material and how it ultimately influences the consumer. This research aims to introduce a more multisensory approach towards packaging by placing a stronger emphasis on the tactile stimulants. In order for the research to be possible, five prototype perfume bottles were made from various materials and with varying surface textures. The materials used were tulip wood, brushed aluminium, clear glass, bubble glass and sandblasted glass. The prototypes were then tested by means of focus groups where participants were invited to handle them and share their thoughts and opinions about the prototypes and their materials. An in-depth interview was also conducted with a product developer who provided his professional outlook regarding the concept of tactility within the industry. The findings show consumers acknowledging packaging both as a persuading tool and also as an influential factor in of the consumer process. Respondents also exhibited increased interest towards the more unusual materials, the wood and aluminium, acknowledging the importance of differentiation. The notion of individuality was also brought to light with the participants assigning distinctive characteristics to each material. The results further demonstrate and validate the theory of tactility in consumer perception with participant‟s varying reactions amplifying the effect of multisensory strategies in packaging.