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  1. BillerudKorsnäs
6 November 2012

Product Development with Feeling

More customers are looking to a multisensory communication in packaging

Two new Korsnäs products add a dimension to packaging – they are unusual to the touch. If mere visual impact doesn’t quite cut it, more customers are looking to a multisensory communication in packaging.

Let the consumer use all their senses when choosing and buying a product. Fragrance is important in health and beauty products. The rustling sound of a bag of chips says the contents are crispy. The touch of a package can be emotionally gratifying enough to trigger a purchase.

The new lightweight cartonboard Korsnäs Artisan is a packaging material suited for premium brands. Besides strength, high printability and design possibilities, it also features a silky-soft surface. The pleasant tactile experience is a differentiation factor, setting this package apart from others. It evokes its own associations and expectations.

Korsnäs Wave is a stiff kraft paper with remarkable tear resistance. It also has an interesting feel thanks to its rough, crepe-like texture. The product, with its singular tactile qualities, is typically used for upmarket shopping bags. It is a hardwearing material, resistant to tearing and abrasion. In spite of its wavy surface texture, it is highly suitable for four-colour printing in flexo and offset.

In the store, the purchase process doesn’t end with the visual communication of attention-grabbing graphics and shapes. A package is physical. So it’s tangible. Tactility can be taken into account and used. If a pack is pleasant to the touch, the consumer’s experience becomes much more emotionally satisfying. It goes beyond the instance of purchase – haptics also has everything to do with handling and functionality.

Korsnäs products are made of 100% virgin wood fibres. Wood is a renewable source of raw material – for every tree harvested, three seedlings are planted. The material can be recycled; fibres can be reused up to six times. Further environmental credentials include FSC and PEFC certifications, verifying that the wood used can be traced back to responsibly managed forests.

Those who need packaging materials that are highly functional, climate smart and haptic need look no further.

Korsnäs Artisan in brief:

• White coated cartonboard• Multilayered board structure• Made of 100% virgin fibres• Strong, stiff and shapeable • High printability: light coated on top side, uncoated on reverse• Available in 245, 270, 300, 325, 360 and 390 gsm• Available with FSC® label• Approved for direct contact with food• Made at Korsnäs mill in Frövi, Sweden

Korsnäs Wave in brief:

• White kraft paper• Creped surface structure• Made of 100% virgin fibres• Strong, stiff and elastic • Excellent results for process printing and image prints in flexo and offset• Available in 120, 140, 150, 160 and 200 gsm• Available with FSC® label• Approved for direct contact with food• Made at Korsnäs mill in Gävle, Sweden

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