Luxury packaging has never been just about looking good – it’s about weaving a story that consumers want to buy into.
But as high-end brands fight harder to differentiate in ever-more crowded markets squeezed by other luxury players, as well as premium and masstige challengers, they’re relying on their packaging partners for more than just production expertise. When every choice of material, closure, and finish has become a brand statement, brands need packaging partners they can creatively collaborate with.
The challenge – and the opportunity – for the packaging industry is clear: How can you help your clients turn a box, pouch, or case into a strategic storytelling tool that builds loyalty and drives growth?
Packaging is only as good as it feels
It’s something that all of us have experienced at least once. That sense of disappointment when you first get your hands on an eagerly anticipated or expensive new purchase, only for it to feel somehow… off. Cheap. Generally of poor quality. That feeling of cheapness is hard to describe but is immediately identifiable. You know it when you experience it.
Human tactile sensitivity to texture, pressure, resistance, vibration, and weight is remarkable. It means we’re able to tell immediately when certain corners have been cut – when a fitment rattles against an interior compartment, when a surface isn’t properly finished, or when a closing mechanism locks with an unsatisfying click.
Fortunately, the human desire for pleasing tactile experiences means that the opposite is also true: When something feels right, we love it. And packs that effectively harness this magic touch will reap the rewards. Studies have shown a clear link between purchasing intention and our sense of touch[1], making it a vital aspect of differentiation and brand storytelling that is often overlooked.
This must be considered next to a product’s market sector, brand identity, and audience. To use a simple example, research has shown that, in the cosmetics sector, packaging with a soft-touch coating is preferred when priced up to 5% higher than a non-coated alternative[2]. Using that same coating on a box for a watch will not yield the same results. Cosmetics are often associated with softness, especially in the skincare segment, whereas softness is generally the last quality consumers want in their jewellery. The total package has to be congruent.
This demands a more strategic approach than simply applying textured varnishes and embossed features – as important as they are, these surface-level techniques must be considered alongside every other tactile element of a pack. Its weight, the way it opens, the way each component fits together, and the contrasting use of different textures to elevate brand storytelling are all important, but it’s how these individual elements mesh together into one, unified tactile experience that creates the value for luxury brands. Touch, sound, vision, and even – in some cases – smell and taste all play their part in creating a multisensory experience that consumers will never forget.
Design for the experience economy
The need to create a satisfying tactile experience does not end when the consumer has committed to purchase. This is just the first act in a story where packaging sets the stage for an elaborate brand theatre production. Every moment, from purchasing to end-of-life and reuse, is part of the story. And the unboxing experience is where the action is.
This theatrical analogy is more apt than ever in the age of social media, where unboxing content is almost literally treated as theatre in many cases. When combined with the aspirational, exclusive qualities that only luxury brands can enjoy, this can create a hugely impactful brand touchpoint. Even ignoring the fact that almost 8 in 10 consumers would be encouraged to make a repeat purchase by an excellent unboxing experience[1].
Clever packaging design puts brand owners in complete control over the way this experience is delivered. These brands want packaging designers with the skill to guide the consumer’s eye and hand, using structural and aesthetic elements to create a story that they have to discover for themselves. Magnetic drawers, peelable layers, hidden compartments, playful use of mirrors and reflectivity; forget brand storytelling, this is brand storyliving. Experiencing. Feeling
This turns packaging from a purely functional container – at best a fleeting branding touchpoint – into an integral part of consuming a product, giving luxury brands the edge in the competitive experience economy.
Packaging that never becomes waste
Some experiences are meant to last longer than others. In the case of luxury packaging, consumers increasingly expect the third act of their packaging stories to last indefinitely.
Luxury packaging that doubles as a keepsake is an increasingly popular option for many brands, and it’s easy to see why. For one, it speaks to the long-lasting heritage that many brands pride themselves on. Packaging is temporary, but packaging that doubles as a vanity case, or a makeup bag, or a jewellery box? That can last a lifetime, echoing through time like the names of some of the most prestigious brands in the world.
More pertinently, in a market where consumers overwhelmingly take brand sustainability goals seriously[1], it’s a tangible shift away from the take-make-waste mindset. Packaging never becomes waste if the consumer never throws it away, after all. And, with its preference for high quality materials and carefully crafted structural designs, luxury packaging is better suited to this than most.
For converters and packaging suppliers, considering this secondary use alongside packaging’s primary role can open invaluable new doors. It can turn a one-time transaction into a relationship that lasts a lifetime.
In luxury, every design element – tactile, sustainable, and experiential – serves as a storytelling device. And stories deserve to be heard by as big an audience as possible.
That’s where we come in. At Think B2B, we don’t work like the arms-length agencies you might be used to. We’re a full-service marketing partner that integrates into your business, ensuring we fully understand your story so we can tell it more clearly. Just as you want your packaging designs to be an extension of your customers, we pride ourselves on becoming an extension of your business, using our expertise to deliver your message to the people who matter most to you.
Get in touch with the team today for a chat about what we can achieve together.
