Brands: How to Attract and Inform

While not text-based, microencapsulation, "scratch n' sniff" technology has the ability to provide information on a different level than print. For example, several major snack food and beverage brands aimed at children provide microencapsulation to communicate product taste or flavor. In addition, microencapsulation and tactile effects can provide consumers with a more interactive shopping experience and help draw attention to additional information provided on product packaging. It is important to remember that if the consumer is going to read the label, they have to pick the package up first.