The use of Multisensoric for confectionery packaging on the increase
By Jane Byrne , 15-Dec-2009
Appealing to consumers’ five senses through innovative packaging techniques can result in increased brand loyalty and greater impact at point of sale, and it is a key driver in confectionery packaging, according to the organisers of the 2010 Pro Sweets trade show.
Multisensoric is an approach to packaging design that allows packaging to stimulate and arouse emotions in consumers to encourage purchase and examples include such elements as striking colour schemes, windows to view the product, exciting rustling sounds and foldout trays.
The Pro Sweets team said that, as a result, the confectionery industry is increasingly focused on touch, sight and sound finished packaging elements such as foil lamination, textured embossing, and varnishes.