In the crowded world of consumer products, packaging can make or break a sale, especially for small and emerging brands. A newly published study from Sappi and Clemson University’s packaging science department has confirmed what many in our industry have long suspected: packaging isn’t just a protective shell. It’s a powerful sales tool.
Titled “The Touch Advantage,” the study recreated real-world shopping scenarios to analyze how packaging, especially when enhanced with premium substrates and finishes, impacts shopper behavior. The research staged a retail simulation where participants shopped for everyday items including electronics, food, and beauty products. During this process, researchers collected four types of data: biometric (like eye tracking and facial expressions), sales behavior, qualitative feedback, and observational metrics such as how often – and how long – participants touched each package.
The results were revealing:
- When a shopper touched a premium package twice, they were 50% more likely to purchase it.
- If they touched it four times, the likelihood jumped to 90%.
- In contrast, non-premium packages had to be touched three times to reach the same 50% conversion.
- Time mattered too: just 17 seconds of contact with premium packaging resulted in a 50% purchase likelihood, compared to 41 seconds for standard packaging.
“Premium packaging” in the study was defined as printed packaging using at least one embellishment, such as foil, spot gloss, or embossing. The researchers compared these to non-premium versions printed without enhancements. The premium versions consistently outperformed their plainer counterparts across all categories.
Even more telling was the concept of psychological ownership, the feeling that an item is “already yours” after touching it. This triggers what behavioral economists call the endowment effect, where people are willing to pay more for something they perceive as theirs. The study confirmed that touch closes the sale – but only if your packaging invites that engagement.
At GCI, we see this play out every day. Our clients, particularly emerging food, cannabis, beverage, and personal care brands, rely on packaging that not only protects and informs, but also connects to the buyer in some way. This study validates what we already practice: premium materials and print embellishments aren’t just a nice-to-have; they’re a tool that drastically increases a product’s success.
If you’re looking to elevate your packaging, now’s the time to consider how materials and print embellishments can work together to create a tactile, visual, and emotional impact.
After all, as the research proves: Untouched is unsold.