Full disclosure, we’re very big on digital embellishments here at Konica Minolta. Research and retail sales trends continue to prove that consumers are driving how brands package their products, because consumers prefer brands that feature eye-catching luxury looks over plain packaging. Print enhancements grab attention and embellishments create emotional experiences that are both visual and often tactile, by using foils, embossing and special varnishes on a variety of substrates. According to the FSEA, embellished printed pieces are 2.5 times more attractive to consumers, and consumers view packages with print enhancement as 46% higher in quality.
Now, a comprehensive new research study proves just how much embellishment drives actual consumer preferences and sales. The study breaks down how digital embellishment packaging, and especially touching products, affect sales in stores as well as the unboxing experience for online purchases. In partnership with Vicki Strull, we recently held a webinar, “Packaging with Purpose: Embellishment that Captivates and Converts,” to present the convincing results of the study.
Vicki is the founder and principal of Vicki Strull Creative Collective with 25 years of experience as a brand strategist, creative director and packaging designer. She conducted the study with Dr. Andrew Hurley, Associate Professor and Director of Entrepreneurship in the Department of Food, Nutrition, and Packaging Sciences at Clemson University, a leading public research institution located in Clemson, SC. Dr. Hurley is also the founder of Packaging School.com, a platform that provides online packaging education to professionals around the world. Vicky then co-authored the study’s write-up, “The Touch Advantage: How Premium Packaging Affects Sales,” in collaboration with Sappi North America and Clemson University.
The research by Dr. Hurley and Vicki Strull revealed that premium packaging significantly outperforms plain designs, with embellishments helping packages stand out and differentiate themselves.
The key takeaway?
Untouched equals unsold: touch increases engagement, and engagement equals trust
The “Touch Advantage” study was conducted to provide actual data that answered three important questions:
The results from these key questions are detailed in the webinar, which you can view for free by clicking here. You’ll learn how the study served to break down the consumer shopping experience between premium vs. plain packaging, whether the participants were in a store environment or online. The study’s ecommerce purchases created an influential unboxing experience that could be observed by the researchers. And while an in-store shopping experience involves a consistently basic set of steps – seeing, feeling, turning/rotating to read packaging panels, comparing packages and noting their differences, then selecting and buying a product – the actual experience is more nuanced.
Brain science turns into buying science, emphasizing the importance of touch
The study incorporated the neuroscience of touch, which is essential to the overall buying experience. More than half our brain works to process sensory experiences, including sight, sound, smell, taste and touch. And the hands have more touch receptors than anywhere else on the body. When a shopper touches an item, it triggers a series of feelings, including their perception of the product’s quality and a level of emotional attachment. Touching an item actually produces a feeling of psychological ownership. Once that’s triggered, it produces another phenomenon: the endowment effect, which leads to a willingness to pay more for an item that a person intends to own or already thinks they own.
Touching a product just four times is practically all it takes for a purchase
At Clemson’s research site, 60 participants visited a staged retail store and a home environment while wearing eye-tracking glasses. Wearing these glasses allowed researchers to observe facial expressions and measure and understand the participants’ biometric responses, which are largely unconscious. This included the tiny facial movements that indicated a participant’s interest and emotions.
Packaging categories included confectionary, electronics and health and beauty items
Participants wore the eye-tracking glasses in each environment and shopped for items from a list that included chocolate bars, ear buds and CBD facial serum oil. The study gathered qualitative, quantitative, biometric and sales data using methodology that featured the observational and eye-tracking data, along with predictive models and surveys. And for every category, premium packages proved their ROI.
In fact, the study showed that touching a premium package just two times increased the prospect of a purchase by 50 percent. With just 17 seconds of touching a premium package, there was a 50 percent increase in purchases. But with four touches, participants were 90 percent more likely to purchase. Meanwhile, the same sales result for plain packaging required 41 seconds of touching.
Seeing starts the sale, but touching closes the sale
Naturally, sight is the first of our senses that influences shopping behavior, whether in a store or shopping online. Consumers are drawn toward items by what they look like, but often make the conscious decision to choose products based on what the packaging feels like.
Researchers know there is a huge amount of competition for people’s attention these days, and studies have shown the average consumer engagement time is just one to five seconds. Digital embellishment helps break through the visual noise that surrounds shoppers in stores and online. Packaging that offers a sensory experience with visual and tactile elements influences consumers’ behavior and provides a competitive advantage. The data from The Touch Advantage study clearly proves just how important touch is to shopper engagement, sales and post-purchase satisfaction.
How can you use this data to grow your business as 2026 approaches?
Remember, the market is already demanding and dictating new print applications to stand out on store shelves and online. Brands – and the creative designers behind them – need to continually find ways to set themselves apart from the competition. Print and packaging producers and converters can drive all of this when you share the webinar data that proves embellishment’s effectiveness.
From creative, effective package design, printing and production to brand owners and consumers – the study proved that premium packaging incorporating embellishments such as foil stamping, layered varnishes and embossing can change everything when it comes to increasing sales and profit margins. Plus, digital embellishments offer faster, easier opportunities for customization and personalization and are more scalable and affordable than traditional methods.
Konica Minolta has a full lineup of digital technology to introduce valuable new print applications with embellishments to your clients, and well as more research and materials to help you sell premium packaging and other embossed materials to your clients. Adding embellishments is now simpler than ever, thanks to solutions that streamline the workflow and eliminate the need for complex setups or specialized design expertise.
Don’t miss this opportunity to learn just how effective embellishments can be for you, your clients and theirs. You can watch our entire webinar for free by clicking here.
Konica Minolta Digital Embellishment FAQ
Q1: Why does touch matter in packaging design?
Touch creates emotional engagement and psychological ownership, increasing purchase likelihood.
Q2: How much does premium packaging impact sales?
Research shows touching a premium package four times makes a shopper 90% more likely to buy.
Q3: Are digital embellishments cost-effective?
Yes, they offer scalable, affordable customization compared to traditional methods.
Q4: What industries benefit most from premium packaging?
Industries like food and beverage, cosmetics, electronics and luxury goods see the highest ROI from premium packaging with embellishments.
Q5: Does premium packaging influence online shopping?
Yes. The study shows that premium packaging enhances the unboxing experience, leading to better reviews and repeat purchases.
Q6: How does digital embellishment compare to traditional methods?
Digital embellishment is faster, more cost-effective and allows for easy customization and personalization compared to traditional foil stamping or embossing.
Q7: What is the endowment effect in packaging?
It’s a psychological phenomenon where touching a product creates a sense of ownership, making consumers more willing to purchase.
Q8: How many touches does it take to increase purchase likelihood?
Just two touches increase purchase likelihood by 50%, and four touches make a shopper 90% more likely to buy.
Q9: Can small businesses afford premium packaging?
Yes. Digital embellishment solutions are scalable and affordable, making premium packaging accessible for businesses of all sizes.
Q10: Where can I learn more about the Touch Advantage study?
