• Login
    • Join
  • Subscribe Free
    • Magazine
    • eNewsletter
    Checkout
    • Magazine
    • News
    • Components
    • Markets
    • Materials
    • Solutions
    • Top 20 Companies
    • Buyers Guide
    • Events
    • More
  • Magazine
  • News
  • Components
  • Markets
  • Materials
  • Solutions
  • Top 20 Companies
  • Buyers Guide
  • Events
  • Current & Past Issues
    Features
    Editorial
    Departments
    Columns
    Digital Edition
    eNewsletter Archive
    Staff
    Editorial Guidelines
    Subscribe Now
    Advertise Now
    Top Features
    Back in Business: In-Person in LA

    Shine of the Times

    Ramping Up the Sustainable Packaging Conversation

    Rethinking Makeup Brushes & Beauty Applicators

    Making the ‘Eco-Transition’
    Breaking News
    Regulatory
    Events
    Association
    Packaging
    Adv/Marketing
    Financial
    Retail & Travel
    People
    Products
    Experts
    Press Releases
    Exclusives
    Live From Shows
    Video Bites
    Packaging Personalities
    Top News
    K-Beauty Brand Siita Shares Plastic Decomposition Technology with the Beauty Industry

    Shellworks Raises $6.2 Million in Seed Funding

    Ulta Beauty Reports Record First Quarter 2022 Results

    Carlyle To Acquire HCP Packaging

    Estée Lauder Companies Faces Class Action Lawsuit
    3D
    Accessories
    Aerosols
    Airless
    Applicators
    Bags
    Bottles/Jars
    Brushes
    Cans
    Cartons/Boxes
    Closures
    Compacts
    Devices
    Dispensers
    Double Duty
    Droppers
    Environmental
    Labels
    Lipstick packages
    Mascara Containers
    Paper
    Pouches
    Printing
    Pumps
    Rollerballs
    Small Sizes
    Stock Pkg
    Tubes
    Wipes/Sheets

    La Roche-Posay Launches Matte Moisturizer for Oily Skin

    3D Neopac Upgrades On-Site Manufacturing Technology

    Method's New Packaging Celebrates National Parks

    Consumer Experience Drives Plastic Packaging Design

    Baralan Offers Sustainable Components in Escalating PCR Percentages
    Bath/Body
    Cosmetics
    Ethnic
    Fragrances
    Hair
    Health and Beauty
    Home Fragrance
    Men
    Nails
    Personal Care
    Sample/Travel Sizes
    Sets/Kits
    Skin

    Shellworks Raises $6.2 Million in Seed Funding

    Ulta Beauty Reports Record First Quarter 2022 Results

    Clean Over Green: U.S. Beauty and Grooming Trends

    La Roche-Posay Launches Matte Moisturizer for Oily Skin

    Glossier Announces New CEO
    Brush Fibers
    Eco-friendly
    Flexibles
    Glass
    Metal
    Paper/Board
    PCR
    PET
    Plastics
    Wood

    Pennelli Faro Debuts Its New Mono-Material Brush at Cosmopack

    Baralan Is Committed to Quality, Service and Sustainability

    REN Clean Skincare Elevates Mask Range with Sustainable Packaging

    3D Neopac Upgrades On-Site Manufacturing Technology

    Method's New Packaging Celebrates National Parks
    Anti-Counterfeit
    Contract Services
    Decorative Effects
    Design Capabilities
    Digital Printing
    Injection Molding
    Machinery
    Made in USA
    Package Development
    Printing/Decorating
    Sustainable Pkg/Practices
    Turnkey

    K-Beauty Brand Siita Shares Plastic Decomposition Technology with the Beauty Industry

    L’Oreal CEO Speaks About 'Responsible Consumption' at World Economic Forum

    Shiseido Launches Eco-Conscious Skincare Brand Ulé

    Pact Has Collected Over 20k Pounds of Hard-to-Recycle Beauty Packaging

    Kate McLeod's Waterless Solid Moisturizer Debuts at Sephora
    Top 20 Companies
    Oriflame

    LVMH

    Shiseido

    Kao

    Amway
    All Companies
    Categories
    Company Profiles
    Jobs
    Add New Company
    International Buyers Guide Companies
    Epopack Co. Ltd

    GLASPRAY ENGINEERING & MANUFACTURING CO., LTD.

    TAESUNG

    Big Sky Packaging

    Yuan Harng Co. Ltd.
    Industry Events
    Live From Shows
    Exhibitor Showcase
    Webinars

    Cosmoprof North America 2022 Introduces New Show Format

    Cosmoprof Worldwide Bologna 2022 Aims to Relaunch the Cosmetics Industry

    Pharmintech 2022 Approaches

    MakeUp in Shanghai Announces New Dates

    TFWA Changes Format of Singapore Show
    • Magazines
      • Current / Back Issues
      • Features
      • Editorial
      • Departments
      • Columns
      • Digital Edition
      • eNewsletter Archive
      • Staff
      • Editorial Guidelines
      • Subscribe Now
      • Advertise Now
    • Breaking News
    • Buyers Guide
      • Companies
      • Categories
      • Corporate Capabilities
      • Add Your Company
    • Components
      • 3D
      • Accessories
      • Aerosols
      • Airless
      • Applicatiors
      • Bags
      • Bottles / Jars
      • Brushes
      • Cans
      • Cartoons / Boxes
      • Closures
      • Compacts
      • Devices
      • Dispensers
      • Double Duty
      • Droppers
      • Environmental
      • Labels
      • Lipstick Packages
      • Mascara Containers
      • Paper
      • Pouches
      • Printing
      • Pumps
      • Rollerballs
      • Small Sizes
      • Stock Pkg
      • Tubes
      • Wipes/Sheets
    • Markets
      • Bath/Body
      • Cosmetics
      • Ethnic
      • Fragrances
      • Hair
      • Health And Beauty
      • Home Fragrance
      • Men
      • Nails
      • Personal Care
      • Simple/Travel Sizes
      • Sets/Kits
      • Skin
    • Materials
      • Brush Fibers
      • Eco-friendly
      • Flexibles
      • Glass
      • Metal
      • Paper/Board
      • PCR
      • PET
      • Plastics
      • Wood
    • Solutions
      • Anti-Counterfeit
      • Cotract Services
      • Decorative Effects
      • Design Capabilities
      • Digital Printing
      • Injection Molding
      • Machinery
      • Made In USA
      • Package Development
      • Printing/Decorating
      • Sustainable Pkg/Practices
      • Turnkey
    • Top 20 Companies
    • Online Exclusives
    • Slideshows
    • Expert Opinions
    • Videos
    • Infographics
    • Whitepapers
    • Products Showcase
    • Events
      • Industry Events
      • Live From Show Events
      • Webinars
    • Jobs
    • About Us
      • About Us
      • Contact Us
      • Advertise With Us
      • Privacy Policy
      • Terms Of Use
    Expert's Opinion

    Using Sensory Cues to Deliver on Three Universal Consumer Desires

    Guiding shoppers to the ‘moment of truth’ when they become customers

    Using Sensory Cues to Deliver on Three Universal Consumer Desires
    Using Sensory Cues to Deliver on Three Universal Consumer Desires
    Related CONTENT
    • Precision Dispensing
    • Color Cosmetics: Packaging Self-Expression
    • How Can Brands Get the Most from Their Design Agency?
    • Driving Consumer Action
    • Colorescience Launches Eye Treatment
    Marty Gage03.08.18

    The number of beauty and fragrance products in the market today has grown almost indefinitely. Store aisles are oversaturated with brands, messages and choices available. It’s more important than ever for brands to stand out on these crowded shelves.

    The sheer volume of product choices is overwhelming, but brands can cut through the clutter by using sensory cues to communicate specific benefits that resonate with consumers. Sensory cues are found in products across industries. These cues are key to delivering messages by viscerally communicating what consumers desire in these products, which leads to the “moment of truth” when shoppers become customers.

    Sensory cues need to deliver on three universal customer desires that have stood the test of time and transcend geographic boundaries. Through state of the art research techniques, we know that consumers desire a product that is effective, is easy to use and provides an enjoyable experience:

    1. Effective

    Packaging features like shape and colors help shoppers recognize what a product is for. They can help provide certainty that a product will deliver what they want. Packaging sensory cues should reveal what’s inside and can help brands communicate certain benefits without making claims. If a shopper is looking for a natural and humane product, light colors offer a cue that reflects healthy or medicinal ingredients without using words.

    2. Easy to Use

    Sensory cues should convey that a product will be straight-forward in functionality. Shoppers want to clearly understand functionality by looking at the packaging. It’s also critical to clearly demonstrate how to open, apply and transport a product. For example, design cues can help communicate that a product is portable by signaling it is small, compact and won’t spill on the go.

    3. Enjoyable

    Today, consumers also expect an enjoyable experience with a beauty or fragrance product. Packaging is part of the consumer experience with that product and brand. For example, sensory cues like glitter, pastel colors and curvy shapes visually communicate femininity. A silver, chrome or gold finish can illustrate a luxurious or lavish experience.

    Sensory cues are delivered at every touchpoint between a product and a consumer. Product packaging must be intentionally designed with these three universal desires in mind. Brands should use sensory cues to discover what to deliver and then communicate these messages in a way that consumers understand, ultimately leading to the moment-of-truth interaction and hopefully resulting in a purchase.
    ABOUT THE AUTHOR
    Marty Gage is the vice president of design research at Lextant, a research design and user experience consultancy that focuses on how humans interact with products. 
    Photo: (Right) Charlotte Tilbury's Lip Archive, a set of three best-selling nude lipsticks in luxe gold packaging -- and a paperboard box that conveys the lip colors inside. 
    Related Searches
    • lip
    • beauty
    • research
    • ingredients
    Suggested For You
    Precision Dispensing Precision Dispensing
    Color Cosmetics: Packaging Self-Expression Color Cosmetics: Packaging Self-Expression
    How Can Brands Get the Most from Their Design Agency? How Can Brands Get the Most from Their Design Agency?
    Driving Consumer Action Driving Consumer Action
    Colorescience Launches Eye Treatment Colorescience Launches Eye Treatment
    Kiehl Kiehl's Launches Next Generation of Its Potent Vitamin C Serum
    Juice Beauty Provides the Perfect Dose Every Time Juice Beauty Provides the Perfect Dose Every Time
    21 Stand-Out Gift Sets 21 Stand-Out Gift Sets
    2017 Holiday Shopping Season Breaks Records 2017 Holiday Shopping Season Breaks Records
    Vitro Wins GPI Award Vitro Wins GPI Award
    Lumson Wins Packaging Award Lumson Wins Packaging Award
    3C Inc. Offers New Dropper Tube 3C Inc. Offers New Dropper Tube
    Charlotte Tilbury ‘Bottles’ Hollywood Magic Charlotte Tilbury ‘Bottles’ Hollywood Magic
    Winky Lux Raises $2M in Seed Capital Winky Lux Raises $2M in Seed Capital
    BillerudKorsnäs Cartonboard Takes Three Awards BillerudKorsnäs Cartonboard Takes Three Awards

    Related Content

    • Dispensers | Package Development
      Precision Dispensing

      Precision Dispensing

      Consumers want a dispensing experience that's mess-free and efficient, and manufacturers are innovating to deliver.
      Joanna Cosgrove, Contributing Editor 03.07.18

    • Compacts | Cosmetics | Design Capabilities | Lipstick packages | Package Development | Plastics | Turnkey
      Color Cosmetics: Packaging Self-Expression

      Color Cosmetics: Packaging Self-Expression

      Personalization, palettes, refillable--and pizzazz--top the list in cosmetic packaging.
      Jamie Matusow, Editor-in-Chief 03.07.18

    • Design Capabilities
      How Can Brands Get the Most from Their Design Agency?

      How Can Brands Get the Most from Their Design Agency?

      Tips for success -- when entering into a business relationship with a design firm.
      Jodi Katz, Founder & Creative Director of Base Beauty 03.07.18


    • Driving Consumer Action

      Driving Consumer Action

      

Using buyer behavior to better package personal care products
      Tom Spina 02.28.18

    • Skin Care/Sun Care
      Colorescience Launches Eye Treatment

      Colorescience Launches Eye Treatment

      Total Eye 3-in-1 Renewal Therapy SPF 35 targets the eye area.
      02.01.18

      Trending
      • Ranking The Top 50 Cosmetic Companies | Beauty Packaging
      • Estée Lauder Companies Faces Class Action Lawsuit | Beauty Packaging
      • Ranking The Top 50 Cosmetics Companies 2021 | Beauty Packaging
      • Ranking the Top 50 Cosmetic Companies
      • L'Oréal Paris Campaign Features Courteney Cox, Amber Heard And Julianne Moore | Beauty Packaging
      Breaking News
      • K-Beauty Brand Siita Shares Plastic Decomposition Technology with the Beauty Industry
      • Shellworks Raises $6.2 Million in Seed Funding
      • Ulta Beauty Reports Record First Quarter 2022 Results
      • Carlyle To Acquire HCP Packaging
      • Estée Lauder Companies Faces Class Action Lawsuit
      View Breaking News >
      CURRENT ISSUE

      April/May 2022

      • Review: Luxe Pack Los Angeles & MakeUp in LosAngeles 2022
      • Metal & Metallic Packaging Looks Luxe & Can Also Be Sustainable
      • Beauty Industry Experts Discuss Sustainable Packaging
      • Makeup Brushes & Beauty Applicators Offer Better Functionality
      • What's New in Sustainable Cosmetic Packaging?

      Cookies help us to provide you with an excellent service. By using our website, you declare yourself in agreement with our use of cookies.
      You can obtain detailed information about the use of cookies on our website by clicking on "More information”.

      • About Us
      • Privacy Policy
      • Terms And Conditions
      • Contact Us

      follow us

      Subscribe
      Nutraceuticals World

      Latest Breaking News From Nutraceuticals World

      Thorne Relaunches Gut Health Test with Microbiome Wipe
      Alkemist Labs Announces Alkemist Assured Seal and Next Generation Transparency Reports
      GC Rieber Foundations Expand Philanthropic Efforts
      Coatings World

      Latest Breaking News From Coatings World

      What are You Reading this Week?
      Nippon Paint Automotive Americas Appoints Robert Angart CEO and President
      Sustainability, Economy are Focus of BCF’s Annual Conference
      Medical Product Outsourcing

      Latest Breaking News From Medical Product Outsourcing

      MPO's Most-Read Stories This Week—May 28
      New Breast Implant Surgery Guidelines to Enhance Patient Safety
      Rhythm Management Group Debuts RhythmSynergy Tech Platform
      Contract Pharma

      Latest Breaking News From Contract Pharma

      iECURE Enters Agreement with Center for Breakthrough Medicines
      CPDC Enters Clinical Manufacturing Deal with CellBion
      Olon to Build New R&D Center in Italy
      Beauty Packaging

      Latest Breaking News From Beauty Packaging

      K-Beauty Brand Siita Shares Plastic Decomposition Technology with the Beauty Industry
      Shellworks Raises $6.2 Million in Seed Funding
      Ulta Beauty Reports Record First Quarter 2022 Results
      Happi

      Latest Breaking News From Happi

      Global Skincare Treatment Devices Market Expected to Grow at Over 11.5% CAGR Rate Through 2028
      Technology Cuts Plastic Decomposition from 500 Years to Three Months
      Honeywell Addresses Critical Issues Such as Sustainability, Workforce Training and Digitalization
      Ink World

      Latest Breaking News From Ink World

      Weekly Recap: Flint Group, New Inks from Siegwerk and Zeller+Gmelin Lead This Week’s News
      Orion to Finish Gas Black Expansion in Germany by Early 2023
      Richard Childress Racing Shows Off New Wraps for 2022 NASCAR Season
      Label & Narrow Web

      Latest Breaking News From Label & Narrow Web

      UPM Raflatac accelerates label growth with acquisition
      Labelexpo Asia 2022 postponed
      Teklynx software helps Top Clean Injection validate labels
      Nonwovens Industry

      Latest Breaking News From Nonwovens Industry

      Rael Raises $35M in Series B Funding
      Schobertechnologies Offers Rotary Web-fed Converting Solutions
      Thorne Relaunches Gut Health Test with Microbiome Wipe
      Orthopedic Design & Technology

      Latest Breaking News From Orthopedic Design & Technology

      ODT's Most-Read Stories This Week—May 28
      Toetal Solutions Raises $1.02 Million in New Financing
      ManaMed's ManaSport Wearable Ultrasound Earns FDA Nod
      Printed Electronics Now

      Latest Breaking News From Printed Electronics Now

      Weekly Recap: OPV’s Future, Graphene Flagship and Japan Display Top This Week’s Stories
      SEMI Foundation Receives $1.5 Million Grant to Bolster Michigan’s Semiconductor Talent Pipeline
      onsemi Recognized by Fortune 500 for Its Transformation Journey

      Copyright © 2022 Rodman Media. All rights reserved. Use of this constitutes acceptance of our privacy policy The material on this site may not be reproduced, distributed, transmitted, or otherwise used, except with the prior written permission of Rodman Media.

      AD BLOCKER DETECTED

      Our website is made possible by displaying online advertisements to our visitors.
      Please consider supporting us by disabling your ad blocker.


      FREE SUBSCRIPTION Already a subscriber? Login