Our very own Dr. Suggs and Alli Keigley write in a feature of BoxScore by AICC.

Dr. Suggs states:

"The art of making popcorn is so much more than a visual experience; it’s one that connects with its consumers through their five senses. And packaging, much like popcorn, should work to have the same effect on consumers.

Without question, the grandiose packaging on the shelves today captures a great deal of visual attention from those scouring their many options. Packaging serves as both the first impression for a product and the last opportunity to influence a consumer’s purchase decision. In order to do both, packaging designers have spent years focused on the visual appeal of the package (e.g., distinct color, design, logos). While we know the package’s appearance is of great importance, there is much more to the package real estate to be considered: taste, smell, touch, and sound. Today, companies are challenged to move beyond the basics by designing packages that captivate all of our senses."

Read the full publication here: https://now.aiccbox.org/vision-beyond-vision/