The Touch Advantage: Elevating Folding Cartons to Emotional Brand Ambassadors
Blog
Sappi's “The Touch Advantage” Research Study
Introduction
In an age dominated by digital marketing and virtual shopping, tactile experiences still hold immense power. Sappi North America, in partnership with Clemson University, recently released a groundbreaking study titled “The Touch Advantage”, revealing how sensory packaging—especially touch—can substantially influence consumer behavior.
As leaders in folding carton design and production, Diamond Packaging is uniquely positioned to bring these insights to life for your brand.
Below are four key takeaways from the study—and how Diamond helps brands leverage them through elevated folding carton design.
1. Touch Drives Purchase Decisions
Key Insight: Just two touches of a premium package make a consumer 50% more likely to buy, increasing to 90% after four touches.
What This Means for Folding Cartons:
- Tactile finishes like soft-touch coating, embossing, and cold foil or hot foil stamping invite exploration and interaction.
- Thoughtful textures can be used as strategic “touchpoints”—such as grooves along the opening or raised logos—to encourage repeated contact.
Diamond’s Edge: We collaborate with clients to engineer carton surfaces that invite touch—qualitatively distinguishing products on shelf and boosting conversion.
2. Unboxing Enhances Satisfaction
Key Insight: Premium packaging triggers 95% more positive emotions during unboxing compared to non-premium options .
Implications for E-Commerce & Retail Launches:
- A memorable unboxing moment leads to emotional gratification, inspires social sharing, and enhances brand loyalty.
- Folding carton designs with lined textures, unique closures, or dual-layer finishes deepen this emotional impact.
Diamond’s Contribution: Let’s design packaging that feels like an experience—curated tactile zones, hidden textures, and sensory layers surprise and delight at first touch.
3. Premium Packaging Wins
Key Insight: When consumers compare packaging side‑by‑side, premium options are chosen three times more often.
The Opportunity for Folding Cartons:
- Stand out within crowded retail environments by using elevated finishes and high-quality substrates.
- Subtle features—like soft-touch or spot gloss coating—can turn a standard carton into a statement piece.
Diamond’s Capability: We offer a range of embellishments (spot UV, soft-touch coating, reticulated coating, MotionCoat®, cold foil, hot foil stamping, and embossing) on durable SBS and mixed source carton stocks to help your brand shine.
4. Research-Backed Sensory Strategy
Study Credibility:
- Conducted in both retail and home settings, using biometrics, eye-tracking, and consumer testing.
- The findings aren’t just theoretical—they deliver real-world ROI by linking touch and emotions directly to purchase behavior and satisfaction.
How Diamond Uses This:
- We guide brands through a sensory-first packaging audit based on these principles.
- We craft prototypes and usage scenarios to validate which tactile features best align with your audience and product position.
Why Diamond Packaging Leads the Way
As your trusted partner, Diamond offers:
| Expertise | How It Aligns with “The Touch Advantage” |
|---|---|
| Advanced Finishes | Soft-touch and specialty coatings, foil, and embossing — all proven to boost touch engagement. |
| Consumer-Centric Design | Packaging developed to invite at least four meaningful touches. |
| Unboxing Strategy | Multi-sensory approaches that turn routine openings into moments of delight. |
| Performance-Driven Testing | Consumer feedback tools used to validate emotional impact and sales outcomes. |
Put the Research to Work
Sappi’s "The Touch Advantage" isn’t just insightful—it’s actionable. Here’s how Diamond helps you leverage it:
- Consultation: Map your product lineup. Identify where sensory packaging can yield maximum impact.
- Prototyping: Develop folding carton samples with tactile textures, finishes, and interactive designs.
- Consumer Testing: Measure touch frequency, emotional resonance, and preference affinity.
- Rollout: Integrate winning designs into retail and e‑commerce packaging strategies.
Conclusion
Sappi’s study offers robust evidence: Touch matters. When your folding cartons feel premium, engaging, and thoughtfully designed, consumers not only notice—they buy. At Diamond Packaging, we’re passionate about transforming those findings into tangible, sales-driven results.
Ready to give your brand the touch advantage? Contact us—we’d love to collaborate.
Reference:
“The Touch Advantage” by Sappi North America & Clemson University, 2025.
Request a Copy
“The Touch Advantage’ represents the culmination of years of research and innovation at Sappi North America,” said Patti Groh, Director of Communications at Sappi North America. “This book not only showcases the power of touch in consumer decision-making but also positions Sappi as a leader in advancing the science of sensory marketing. We believe ‘The Touch Advantage’ will be a game-changer for brands looking to deepen their connection with consumers through thoughtfully designed, premium packaging.”
Contact us for a copy of the book (while supplies last) or request a PDF version.
