The Foil & Specialty Effects Association
(FSEA) has released a white paper detailing an initial study on the effect of
high-visibility enhancements on consumer purchasing behavior. As noted in the
white paper, the study showed clear advantages to foil stamping on packaging,
in terms of attracting attention faster and retaining attention on packaging
longer than identical packages without foil stamping.
Processes that increase visibility,
stimulate attraction, hold attention and convey an image of value are known as
high-visibility enhancements. The list of high-visibility enhancements
incorporates several processes, including foil stamping, embossing, specialty
UV coatings and metallic finishes. At the recent FSEA·IADD Joint Conference in
Milwaukee, WI, Dr. Andrew Hurley unveiled the results of the first study
developed to observe the effects of high visibility enhancements and test the
hypothesis that embellished packaging would increase attention to the product
when compared to the same product without enhancements. Dr. Hurley is a
professor at Clemson University and leads the CUshop Consumer Experience
Laboratory.
The CUshop Consumer Experience Laboratory at
Clemson's Sonoco Institute utilizes a four-step research process to improve
sales based on brand packaging. For this study, three separate packaged product
categories were analyzed and tested through eye-tracking methods over a
three-day period. The results of the study were revealed for the first time at
the FSEA·IADD Joint Conference, and the white paper now is available to those
wishing to encourage the use of packaging enhancements, including foil
stamping.
For more information or to request the white
paper, visit www.fsea.com
