Brasil Pack Trends 2020

BrasilPackTrends2020 125 aesthetics and identity 5.3 PLEASURE EXPERIENCE – Sensory Stimulation From a physiological standpoint, the multi- sensory is directly related to the five senses that translate the world to our mind, namely, vision, hearing, touch, taste and smell, and to enable any one of them or some of them at the same time there is the need for a stimulus. In a way, the packaging may be responsible for sharpening the sense of sight and touch, and depending on the situation, can also stimulate smell and hearing, leaving out only the palate, which is directly related to the product. The introduction of relief in packaging materials has the primary function of highlighting the trade mark or the print product and also producing the same identification by touch, promoting their differentiation (USO DE ..., 2000). This process is known as embossing / debossing and is widely used in the beverage segment, especially in cans. In 2011, the brewery Heineken launched an aluminum can for a beer called Touch, whose walls are finished in high relief, providing a sense of texture when handled by the consumer (Figure 5.29). The finished texture is the result of the application of a varnish and a special ink on the package. According to the manufacturer, a chemical reaction makes the varnish repel the ink, forming bubbles that create the embossed on the outer surface of the can. Besides the tactile aspect, texture also gives greater grip, especially desirable when the can is wet (MARCANTE.., 2011). The same company also launched the K2 bottle, exclusive to the brand, replacing the long neck used in Brazil and the short neck used in other countries. The new package will be available in both standard and raised, but for the Brazilian market only the embossed bottle was adopted with a curved shoulder and back logotype (SENSIBILIDADE.., 2011) (Figure 5.29). Also in the beverage segment, but in a different context of multi-sensory, the American company Miller Lite introduced in 2010, the Vortex bottle, designed with special grooves inside the neck, creating a whirlpool when poured (Figure 5.30). FIGURE 5.29 Packages with embossed labels Source: Press Release FIGURE 5.30 Bottle with grooves on the inside of the neck Source: Press Release Smell is another sense that can stimulate through the packages. According to the publication Business Insights (2010), the i-wine product, presented in the United Kingdom in 2008, proposes a guessing game by presenting labels with an odor that provide the necessary clues of the wine´s grape variety. For this, consumers must scrape the label and smell the aroma of grapes (Figure 5.31). FIGURE 5.31 Bottles whose labels give off an odor Source: Press Release