The Touch Advantage: How Premium Packaging Affects Sales

The Touch Advantage: How Premium Packaging Influences Sales Research Study by Sappi North America in Collaboration with Clemson University In a groundbreaking new study, Sappi North America teamed up with Clemson University—an industry leader in packaging science—to explore the powerful impact touch has on purchasing decisions and consumer perceptions, both at the point of sale and beyond. Our aim is to share the insights from this research with our clients to help them leverage this valuable information. To that end, we’ve created an 82-page report detailing every aspect of the study, including its purpose, methodology, findings, and analysis. So, what did we learn? Here are three key takeaways from our research, field studies, and surveys: Untouched is Unsold Touch frequency and duration are significant factors in the likelihood of a purchase. Customers who touch a premium package just twice are 50% more likely to make a purchase. Premium Outperforms Plain When comparing premium and non-premium packaging, especially in unfamiliar product categories, consumers preferred premium-packaged items nearly 3 times more often. Packaging is the True Influencer Packaging communicates luxury more effectively than the product inside. Shoppers showed 95% more positive emotions toward premium packages compared to plain ones. The Touch Advantage breaks down the study into easy-to-digest sections, featuring graphs, tangible examples, and actionable results. While the study is comprehensive, the format allows readers to explore the full report in sequential order or jump straight to key insights. Sappi ensures that all information is presented accurately and transparently. Including in the study are print techniques that support the study by featuring a CRB vs. SBS print example, pearl varnish, blind embossing, and a die-cut pop out with foil stamping. In addition to the printed study, Sappi has created a slide presentation for the sales team and a one-hour webinar featuring study author Vicki Strull. Additional content will be released throughout the year as the study is shared with customers, at trade shows, and during speaking events.