I recently came across a Harvard Business Review article that talked about “The Science of Sensory Marketing.” Researchers have learned that consumer brands can increase buyer preference and drive higher sales when they engage the senses. A few examples caught my eye.
The same thing is true of flexible packaging. It seems the unique sound of unzipping, opening and resealing a flex pack has become “a thing.” We’ve heard from pet owners that Fido comes running whenever they unzip the flexible package of a certain dog treat. The crinkly sound of that film packaging is music to the dog’s ears.
I’ve seen children react the same way. My kids love a certain popular fruit snack we keep around the house. Their ears perk up when they hear the wrinkling of the colorful film wrapper.
Incidentally, the senses of sight and touch are also a big deal in the flexible packaging market. The type of finish you put on the outside of the pouch can influence the consumer in various ways.
When you combine these sensations with the satisfying “snap” of a high-quality flexible packaging zipper closure, it’s no wonder that flexible packaging is growing so quickly in popularity. Whether it’s a lay-flat or standup pouch, a sachet pack or stick pack, or a spouted pouch being used instead of a rigid bottle, flexible packaging engages consumers in ways you might not have considered.