The Touch Advantage: Why Premium Packaging Wins at the Shelf and Beyond

In a world where consumers are overwhelmed with choices, packaging does more than protect a product — it shapes perception, creates emotional connections, and drives purchase decisions. Recent research highlighted in The Touch Advantage webinar underscores just how powerful touch can be in influencing buying behavior. Conducted by Sappi in collaboration with Clemson University’s Sonoco Institute of Packaging Design and Graphics, the study provides measurable evidence that premium packaging drives stronger consumer response.

The Science of Haptics in Packaging

We’ve all experienced it: picking up a product and instantly feeling more connected to it. This is the power of haptics — the science of how touch shapes perception. Psychologists call it the endowment effect — once we touch something, we begin to feel a sense of ownership, making
us more likely to buy.
 
In fact, the study found that simply touching premium packaging twice makes shoppers 50% more likely to purchase, while four touches raise that likelihood to 90%. Plain packaging, by contrast, needed more touches to reach the same decision point.

Premium Packaging Converts Faster

When every second counts at the shelf, premium packaging gives brands a measurable advantage.

• At 2 touches: Premium packaging crosses the 50% purchase threshold.
• At 3 touches: Plain packaging just begins to catch up.
• At 4 touches: Premium packaging hits 90% likelihood to purchase — while plain requires 5 touches to reach that same milestone.

In short: premium packaging accelerates the path to purchase.

Why Material and Finish Matter

Premium isn’t just about looks. It’s about what consumers feel in their hands. The research showed that SBS (solid bleached sulfate) board, with its crisp color reproduction, structural integrity, and compatibility with finishes like foil, emboss, and gloss, significantly increased conversion.
 
But the same principles apply to pressure-sensitive labels. When labels feature tactile finishes — from soft-touch coatings to foil, embossing, or high-gloss spot varnish — they encourage consumers to linger, interact, and ultimately choose the product. In a crowded retail environment, these premium label embellishments become a powerful driver of premiumization.
 
Nearly 60% of shoppers chose packaging with foil embellishment when given the option. Even more telling: more than half of consumers who picked up a plain package still ended up purchasing the premium version.

Perception of Quality

Touch doesn’t just drive purchase — it elevates brand perception. Premium packaging consistently outperformed plain in shaping how consumers judged product quality. Eye-tracking data revealed that consumers sometimes looked at plain packaging longer, but they still overwhelmingly chose premium. It’s not just what shoppers see — it’s what they feel.

What This Means for Brands

The findings reinforce a simple truth: premium packaging isn’t an upgrade, it’s a strategy.

• Engineer for interaction: Use haptics-driven finishes like textures, embossing, and coatings that invite consumers to pick up your product.
• Shorten the decision path: Premium packaging and labels convert in fewer touches, giving you a measurable advantage at retail.
• Leverage embellishments: From foils to specialty coatings, premium label embellishments support premiumization while enhancing brand storytelling.
• Think beyond the shelf: In e-commerce, tactile cues during unboxing amplify positive emotions and strengthen brand loyalty.

Final Thought

When your packaging is the first — and sometimes only — physical interaction a customer has with your brand, every touch matters. Premium materials, labels, and embellishments don’t just look good; they create experiences that drive sales and build lasting connections.

Read more about The Touch Advantage from Sappi here.