Sense and Sensibility

In addition, consumer product companies are thinking beyond visual elements and adding features to packaging that stimulate other senses like smell and touch. Making the packaging attractive to more than the consumer's eyes with inks and coatings that create a pleasing aroma or feel can translate into sales. "Consumers make their buying decision in a matter of seconds in the store," said Mike Impastato, vice president of marketing, Flint Ink North America Packaging Division. "With an interactive product, the probability of purchasing is increased."