New research reveals consumer’s preference for items packed with foils and laminates


New research carried out by Package InSight has revealed that customers are more likely to buy items with foiled and laminated packaging than items packed in non-metallic materials.

Sponsored by API Group, the research was conducted at Clemson University’s CUshop consumer experience laboratory in the US, in order to evaluate the on-shelf impact of foils and lamination used in packaging applications.

Entitled ‘Brand impact delivered through packaging’, the study examined luxury chocolate packs that were foiled or laminated and positioned on a shelf.

A total of 70 shoppers participated in the study with glasses that recorded their eye movements while they selected products from a shelf.

"It is clear from the results that, applied intelligently, foil can significantly boost the chances of luxury chocolate products in a retail store environment."

Researchers then analysed the ‘non-conscious’ signals that informed participants’ behaviour and purchasing decisions.

According to the study results, participants’ gazes fixated significantly more often and for longer periods on foiled and laminated versions of Belgian and Swiss chocolate packs than on versions without metallic treatment.

API Group commercial director Richard Burhouse said: “The foil-stamped version looks more elegant and expressive. It gives it a more premium look and shows their attention to detail.

“The study provides quantitative data on the impact of foils in delivering brand and shelf impact.

“It is clear from the results that, applied intelligently, foil can significantly boost the chances of luxury chocolate products in a retail store environment – a finding that could have a great impact on the future of luxury packaging.”

API currently provides foils, laminates and holographic materials that enhance brands for consumer goods and printed media sectors worldwide.