Page 33 - Packaging News Magazine Sep-Oct 2021
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September-October 2021 | www.packagingnews.com.au | BRAND & PACK DESIGN
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FRAGRANT
The sense of smell can also be used to promote a brand. Widdison points out examples such as indi- vidual fragrances used on (or attached to) packaging to boost brand loyalty; ‘peel and sniff’ labels that help consumers experi- ence the smell of the product before they open it; and test strip labels for deodorant sticks which can reveal if the packaged product it is attached to, contains aluminium.
Although creating a sensory experience via packaging may require some ‘out of the box’ think- ing, if done correctly, it can pro- vide a rich and rewarding platform for innovative storytelling and ultimately, a way to get a product to fly off the shelves. ■
To some extent, many companies only focus on the visual side of their brands and don’t consider the tactile, fragrant or even audible experience. Exploring these paths can add tremendous value to a product.”
ABOVE: Kevin Murphy’s unusually shaped bottles create a specific perception of how the product is viewed.
(CREDIT: NICK SCOTT: UNSPLASH)
