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THE INSPECTION
CONSUMPTION OR USAGE
Here, consumers take a closer look and this is where details
begin to hint at tactile sensations. Flowing details etched into
the structure of the Aquafina water bottle strongly suggest the
refreshment that the product provides.
The point at which the product is consumed or used and
here, all five senses can be at play.
A smooth metal tip on Clinique’s Even Better Eyes product
provides a refreshing and reviving cold sensation on the skin.
For Gerber Good Start, the designated scoop holder on the
side of the container provides for a clean usage experience
and preserves the product for future consumption, as fingers
do not contaminate the powder.
Orangina, meanwhile, promises its fresh orange flavor
through a dimpled finish on the bottle that suggests you are
consuming straight from an actual orange.
THE PHYSICAL INTERACTION
Next, consumers make that first physical contact and combine
the visual with the tactile experience. When grasped, the
gentle curvature of the Febreze bottle and the angled spray
head convey the soft and pleasant aroma that will fill the
air. The smooth, diagonal neck on the new Miller Lite Bottle
promises a refreshing flow of beer while the bold taper from
the neck to the body provides a strong and confident grip for
the hand. Adding the texture of the hops etched in the glass
provides further engagement.
THE OPENING
When the consumer makes a physical step towards
consumption or use of the product, there’s another
opportunity to solidify your brand’s perception. When the
foil cover is peeled off of a can of San Pellegrino, it offers
the sensation of actually peeling fruit. It also incorporates
a crinkling sound, which adds to the sensory experience at
opening.
THE COMPLETION
There’s another opportunity to create a pleasant user
experience when the product is disposed of or put away for
later use. Wrigley 5 Gum incorporates a lock feature and
embossed details to convey a secure and clean resealable
pack. The Oreo cookie package also utilizes the sense of
sight with a resealable film to promise lasting freshness.
Once the film is replaced after each usage, it recreates the
look of a fresh, unopened package.
In The Sensory Lab, we’ve gleaned significant insight into
how the