Gerald Martines (Qualipac): How to develop multi-sensorial packaging

Gerald Martines, Director of Innovation at Qualipac, explains how to carefully combine different sensorial elements into one sucessfull packaging. Martines points out that as cosmetics are a multi-sensorial product, multi-sensorial experiences also play a critical role when developing a cosmetic packaging. Packaging developers should try to enrich the multi-sensorial exprience of the cosmetic product by the packaging. The first step is to seduce the consumer visually by an interesting design. The second sense should be touch, and all elements have to be coherent to each other: A metal look is espected to have a cold touch. The sound is another important element: A profound sound of a cap or closure indicates that the package is securely locked and will not leak and the consumer also assumes quality materials when hearing it.