Packaging With a Golden Touch

Give them what they want

The theories behind the marketing and visual aesthetics used to draw consumers' attention to one product on a shelf of many are tried and true. However, the theories can be boiled down to giving consumers what they want, Braschayko said.

"The consumer wants to touch, hear, smell, and see what's in the box," he said. "We develop packaging with voice chips, lenticular lens, and 'try me' areas. Almost all of them use one type of attention-grabbing, shine-related material."