Packaging is no longer judged only by what people see
For years, packaging design focused heavily on visual differentiation. Brands invested in colors, graphics, logos and shelf impact to attract attention. Those elements are still important today. But they are no longer enough on their own. Consumers are making purchasing decisions in increasingly crowded markets. Visual trends spread quickly, designs are copied faster than ever, and the ability to stand out solely through appearance has become more difficult. As a result, many brands are looking beyond the visual aspects of packaging. They're looking at the overall experience. And one of the most powerful parts of that experience is often overlooked: touch.
The moment every consumer shares
No matter who your customer is, there is one experience almost everyone has in common. They pick up the package. That interaction lasts only a second or two, but a surprising amount happens during that brief moment. Before consumers read product claims. Before they compare ingredients. Before they fully understand what makes a product unique. They have already formed an impression. The way a package feels helps shape expectations about the product inside. A premium product should feel premium. A sustainable product should feel authentic. An innovative product should feel modern and purposeful. In many cases, consumers use touch as a quick way to validate what a brand is communicating. When the tactile experience aligns with the brand's message, trust grows. When it doesn't, credibility can suffer.
Why visual differentiation alone is becoming harder
The packaging industry has become exceptionally good at visual design. That is both an advantage and a challenge. Consumers are exposed to thousands of visual messages every day. As a result, visual differentiation is becoming increasingly difficult to sustain. At the same time, purchasing behavior continues to evolve. Consumers are placing greater emphasis on product quality, functional value, authenticity, and overall experience. Packaging therefore needs to do more than attract attention. It needs to reinforce confidence. It needs to help consumers feel that they are making the right choice. This is where tactile design becomes just as valuable as visual design.
Turning a brand promise into a physical experience
One of the great strengths of touch is that it helps transform abstract brand values into something tangible. A carefully designed tactile experience can communicate messages that words alone cannot. A soft-touch surface may suggest care and premium quality. A textured finish may reinforce authenticity and craftsmanship. A smooth, refined feel may support messages around innovation and performance. These tactile cues work alongside visual design. They do not replace branding, graphics, or structural design. They strengthen them. When visual and tactile elements work together, consumers receive a more consistent and convincing experience.
Why consistency matters
Consumers may not always remember the exact color of a package. They may not remember every marketing claim they read. But they often remember how a product made them feel. That is why consistency between promise and experience is so important. Successful brands create alignment between what consumers expect and what they experience. Touch plays an important role in that alignment because it is immediate and difficult to fake. The experience is direct. No explanation is required. Consumers simply know whether something feels right. And when it does, confidence grows naturally.
Touch is becoming a strategic design tool
In the past, tactile effects were sometimes viewed as finishing details. Today, they are becoming strategic decisions. More packaging teams are asking not only: "What should this package look like?" But also: "What should this package feel like?" Answering that question requires collaboration between brand teams, designers, material experts, converters, and manufacturers. It requires careful consideration of consumer expectations, production realities, and desired brand positioning. The most successful results are achieved when tactile design is considered from the beginning of the development process rather than being added at the end.
The role of coatings
Creating a consistent tactile experience requires control. This is where coating technologies play an important role. Coatings allow packaging developers to influence surface properties such as softness, smoothness, texture, and friction. More importantly, they make it possible to deliver those experiences consistently and at scale. That consistency is critical. A tactile effect only creates value when it can be reproduced reliably across production runs, markets and product categories.
Looking ahead
As the packaging industry continues to evolve, touch will become an increasingly important part of the conversation. Not because it is fashionable. Not because it is new. But because it helps brands create stronger connections between what they promise and what consumers experience. Packaging is no longer just something people see. It is something they experience. And touch is becoming one of the most powerful ways to shape that experience.
Key Takeaways
- Touch influences consumer perception within seconds.
- Tactile experiences help reinforce brand credibility.
- Visual differentiation alone is becoming less effective.
- Coatings enable consistent, scalable haptic effects.
- Touch should be considered a strategic part of packaging design.
FAQ
What are haptics in packaging?
Haptics refers to how a surface is experienced through touch, including characteristics such as texture, softness, smoothness, and grip.
Why is touch important in packaging design?
Touch helps consumers validate brand messages and quality perceptions through physical experience.
Can tactile effects support premium positioning?
Yes. Carefully designed tactile experiences often reinforce perceptions of quality, care, and value.
How do coatings contribute to haptic design?
Coatings allow precise control over surface properties, helping create repeatable tactile experiences across production environments.
Can touch support sustainability stories?
Yes. Natural textures, matte finishes, and material-inspired effects can reinforce perceptions of authenticity and environmental responsibility.
About the author:
Don Newberry is Global Marketing Director for Packaging Coatings at Stahl. He brings extensive experience in marketing and product management for specialty coatings and is known for advancing innovation, sustainability, and customer‑driven solutions for global packaging and labelling markets.