How Your Packaging FEELS Influences Customer Decisions
The Squeeze Test. Will Your Packaging Pass?
Testing the feel of a packaging sample before you commit to a packaging solution is a game-changer. Why? Because that’s what the customer does before they decide to buy.
Like the look of the product? Pick it up. Squeeze. Or shake. Or rub. Like the feel? Into the trolley it goes. Don’t like the feel? Back on the shelf.
But what exactly is feel? Simple – it’s a deciding factor.
Packaging decisions are often made in boardrooms, not in store aisles. But your customer isn’t making a call based on a quote or a spec sheet – they’re holding the product in their hand and deciding in three seconds whether it feels right. And that’s the decider; will they buy your product or your competitor’s?
Testing a packaging sample before you commit to a packaging solution is a game-changer.
How Does Packaging Influence Consumer Choices?
Everyone does it. You pick up the box, give it a squish or a shake, maybe even a little rub. It’s the classic Squeeze Test. And what you’re doing – without realising – is instant quality control.
- Nice to the touch: Coatings, embossing, and structural finishes create a premium sensory experience.
- Feels like value: If it feels thin or weak, customers worry the product inside will be too.
When a consumer squeezes a box, they’re doing more than testing the texture. They’re subconsciously evaluating the rigidity, thickness, and build quality of the material and structure. If it squashes too easily, creases at the corners, or shows pressure marks, it sends an immediate signal: this packaging (and maybe what’s inside it) wasn’t made to last.
In short: the way a product feels in your hands has a direct impact on what you think of it.
What Packaging Makes Customers Pay More?
The science of touch is called haptics, and it plays a measurable role in how consumers judge packaging and, by extension, the product inside.
Consumer psychology and neuromarketing find that tactile feedback activates areas of the brain associated with emotional decision-making and perceived value. When a package feels sturdy, smooth, or textured in a deliberate way, it triggers a subconscious sense of care, quality, and reliability.
The takeaway? Packaging must perform both emotionally and physically.
Your packaging isn’t just a box; it’s the first handshake. Make sure it’s a good one.
- Surface texture can create associations with freshness (for instance matte makes customers think organic or natural, whereas glossy feels like luxury)
- Rigidity and weight are often perceived as indicators of durability or value, even if the product inside hasn’t changed
- Mismatch between feel and visual design (for example luxury design on flimsy board) can reduce trust and trigger doubt about quality or safety
The Effect Of Packaging On Brand Trust
Packaging has to put up with a lot before a sale. In retail, your product is handled five times (squeeze, squeeze) before it even makes it into a basket. In ecommerce? That number jumps to over 20. Picking, packing, labelling, chucking into crates, being thrown into the back of a van – it’s a full-contact sport. And your packaging needs to survive all of it.
If your packaging can’t hold up, neither will your brand.
If It Feels Wrong, It’s Not All Right
Love the look of a product? Here are 4 ways that touching it can change your mind about buying it:
1. “This feels too squishy. Feels like they’re skimping on quality.”
Even if the paperboard is technically up to the task, if it doesn’t feel strong, customers draw their own conclusions – fast. And not just about the product, but the brand too. Suddenly your premium item feels like a risk. They won’t say it. They’ll just put it back.
Using a thicker board adds strength your customers will notice. It holds its shape better, resists more pressure, and quietly says, “this is worth it.” Without changing anything else, the value of your product has gone up.
2. “This feels flimsy at the bottom.”
Even strong board can feel weak if the structure doesn’t back it up. Loose flaps or wonky folds make the bottom feel unstable – like it might give way under pressure. And if the base feels unsure, so does the product.
It comes down to die precision. A well-made die – engineered with tight tolerances and accurate crease-to-cut ratios – means every fold behaves exactly as it should. No over-cutting. No misalignment. Just clean, consistent structure that feels like it’s built to last.
3. “It looks premuim, but why does it feel cheap?”
A premium design means nothing if the surface doesn’t back it up. If the print rubs off, the texture feels flat, or the finish scuffs too easily, the whole experience falls apart. Customers notice when something looks high-end but feels low-effort – and that disconnect erodes trust.
Embossing, soft-touch coatings, and scuff-resistant varnishes create a tactile experience that aligns with your brand’s promise. When finishes are chosen with care and applied correctly, the packaging doesn’t just look good – it feels intentional, crafted, and worth keeping.
4. “Why does this feel different to the usual packaging?”
Inconsistency is one of the fastest ways to lose a customer’s confidence. If one box feels firm and the next one feels flimsy, it doesn’t just suggest variability – it suggests carelessness. And when customers can’t rely on the packaging, they start to question the product too.
Consistency in caliper, fibre composition, and finish is the baseline. When every sheet feels the same – balanced, smooth, and properly weighted – it tells your customer you’re in control of the details. And that builds trust before they even open the box.
How To Avoid Expensive Packaging Fails
Want packaging that passes the squeeze test? Ask these questions first.
“Can I get it cheaper?” isn’t one of them.
You’re not just buying a box – you’re buying performance. Packaging that folds, flops, or scuffs too easily won’t just damage your product – it’ll damage your reputation.
Ask your packaging manufacturer these questions:
- How does this pack hold up in real conditions – transit, shelf, storage, and handling?
- Has it been tested for drops, abrasion, stacking, and temperature swings?
- What’s protecting the print from scuffing, moisture, or friction?
- Is the board grade right for my product’s weight and format?
- Can you guarantee consistency across batches – same caliper, same finish, every time?
Strong packaging doesn’t happen by accident. It’s engineered.
The right questions now mean fewer problems later –-and a product that passes the squeeze test without flinching.
The Importance Of A Packaging Sample
You can’t fake the feel. So don’t guess – test! The only way to know if your packaging passes the squeeze test … is to squeeze it.
That’s why Masterpack Cape offers no-charge packaging samples – so you can put yourself in your customer’s shoes. Feel the texture. Press the corners. Shake the box. If something’s off, you’ll know it instantly – just like they will.
And if you’re working with a supplier who won’t give you that chance, ask why.
Because when your packaging feels right, your customer doesn’t think twice.
And when it doesn’t – they walk.
How Much Should A Packaging Sample Cost?
It all starts with a sample – because anything less is guesswork!
If you want to know what your customer feels about your product, pick up the box yourself.
At Masterpack Cape, we give you real samples – no charge! – so you can press, squeeze, and inspect your packaging before you commit. The same way your customer will.
You can’t cost what you haven’t felt. That’s why we start with a free sample – because until we know exactly what the packaging needs to do, there’s no point throwing numbers around.
First, we sit down with you. What’s the feel? The format? The finish? Once we’ve got the direction, we mock it up to your spec – right here in-house. No waiting, no outsourcing. Our DTP team builds your sample and cuts it on our plotter so you can see it, touch it, and test it properly.
If it needs tweaks? No problem. We do a second round.
Only once you’ve approved the sample do we move to the next phase of development: artwork and accurate costing.
Masterpack Cape: A Perfect Fit!
That packaging sample isn’t just the start – it’s the foundation for everything that follows.
At Masterpack Cape, we design, manufacture and supply paperboard packaging – sleeves and folding cartons, paper bags (boutique bags, flat bags and satchel bags), swing tickets and header cards – to customers throughout South Africa and internationally. Our diverse customers range from small to big, and include names such as Woolworths and Shoprite, as well as their suppliers.
Our technology and equipment enables us to produce samples quickly and efficiently.
