The Sensory Shortcut to Premium Perception
- Published: November 3, 2025
By Ryan Chai, Strategic Account Solutions Specialist, Nobelus
In an age of e-commerce unboxings and crowded retail shelves, brands have mere seconds to telegraph the value of their products. Creating memorable packaging that catches the attention of shoppers has never been more crucial for a company’s success, and neuroscience tells us that the best way to draw in consumers is to appeal to their senses.
Utilizing sight, touch, sound and even smell in packaging gives consumers a reason to stop and take a closer look at the product being marketed. Research indicates brands that engage two senses instead of one can raise brand recall by roughly 30 percent, and those that trigger three senses may see recall soar by as much as 70 percent1!
Eye-tracking tests from Clemson University show that a person’s gaze locks onto embellished areas more quickly than flat print, giving textured or shimmering packaging a measurable edge on the shelf2.
When packaging designs are aligned with neuroscience, brands increase their ability to stand out on a fundamental, biological level. Still, getting shoppers to notice packaging is only the first hurdle. A consumer’s willingness to pay a premium for that packaging is the real prize driving brands to seek out more luxury options.
Proof in Performance: Data That Pays
A/B testing proves that embellishments don’t simply appeal to the vanity of brands, as some converters may hold. They have a meaningful impact on the bottom line for both brand and converter.
A Cal Poly study on cosmetic packaging found that consumers will accept a 5 percent price increase for packaging with a soft-touch finish compared to a standard gloss surface3. That slight increase in value adds up long term: Nearly 30 percent of companies report their revenue increased after they upgraded their packaging4.
For packaging converters, the math is similarly compelling. A 2025 survey from Keypoint Intelligence notes that, while embellishments still account for a small share of print volume, they drive disproportionately higher margins and fuel double-digit annual growth for shops that offer high-quality embellishments5.
On the production side, converters report that embellishment jobs carry 20 to 40 percent higher contribution margins than commodity work, driven by premium price points and stickier client relationships. Add the consumer’s willingness to pay top dollar, and you have a compelling ROI: Converters charge more, brands make more and shoppers walk away happier.
Overcoming Misconceptions to Increase Margins
In light of this promising data, what is keeping converters in the flexible packaging space from adopting the same approach many mature print verticals have utilized for years with great success?
Much of it has to do with concerns surrounding the numerous physical and market demands made of packaging. From application engineering and sustainability requirements to MOQs and speed to market, converters must carefully navigate a wide range of factors while protecting their bottom line. Many converters view luxury films as an unnecessary risk that could upset the delicate balance they have established over years of trial and error.
Converters who have experience with only basic finishes may not truly understand what luxury finishes are. However, when they learn more about specialty films and begin to explore the wide range of options that are available, many converters find they simply lacked awareness and were missing out on an opportunity to adopt savvier marketing practices.
Strategies for Success in Specialty Packaging
One approach that can work for even the most hesitant converter is to gradually introduce luxury lamination in sectors where there is clearly high demand. By strategically targeting markets where consumers value creative packaging designs, converters can master new types of lamination while minimizing the risk of destabilizing their business. Pet food, nutraceuticals and cannabis are excellent examples of markets that appreciate the added value of premium finishes.
On the other hand, commodity-oriented markets are generally not receptive to specialty packaging. Converters who hyper fixate on commodity packaging risk backing themselves into a corner and making market expansion more difficult. Their manufacturing methods, market approach, and pricing can all dictate how much headroom is available to introduce more innovative finishing solutions. Because of these limitations, some companies ultimately choose to rebrand and start anew, unlocking the door to higher margin work.
For converters who want to explore all that specialty films and embellishments have to offer, hosting annual innovation summits with their brands can be enormously productive. Converters who collaborate with their brands are more likely to produce meaningful business from their efforts as both parties can offer insights to effectively target consumers.
Flexibility, Engagement and Long-Term Growth
The market for specialty packaging is developing rapidly, and the future is bright! Trends indicate that the intersection of sustainability, functionality and brand essence is steadily becoming clearer and more balanced. A time is quickly approaching when the mastery of luxury packaging will separate converters who thrive from those that stagnate. Converters must ask themselves which category they will fall into when this trend knocks at their door.
1https://www.thematchbox.inc/blog/multisensory-marketing
2https://www.piworld.com/article/the-impact-of-digital-embellishments
3https://digitalcommons.calpoly.edu/cgi/viewcontent.cgi?article=1050&context=grc_fac&utm
4https://www.businessdasher.com/importance-of-product-packaging
5https://keypointintelligence.com/keypoint-blogs/print-embellishments-bring-color-beyond-limits
ABOUT THE AUTHOR
Ryan Chai serves as a strategic accounts solutions manager at Nobelus, a role that enables him to combine his firsthand insights into the printing process with a keen business acumen to help flexible packaging converters optimize their workflows, gain education on a variety of subjects, and identify the right finishing solutions for long-term growth and success.
