Why Premium Packaging Means Business
When it comes to packaging, capturing attention is instrumental in the decision-making process, yet touch is pivotal in closing the sale. Whether your product is displayed on a shelf or arrives at someone’s doorstep, the quality of your board-based packaging communicates far more than what’s inside the box. Embellishments like foil stamping, gloss coatings, and embossing aren’t just decorative—they’re powerful tools that elevate brand perception, drive sales, and create a lasting emotional connection.
Premium Packaging Matters: Foil, Gloss, Embossing & Beyond
In a crowded retail or e-commerce environment, packaging is often your brand's first and most influential impression. Premium embellishments are more than just a pretty face—they play a key role in driving consumer decisions. Research from Sappi North America and Clemson University reveals that premium packaging significantly increases product engagement. Consumers were shown to be 50% more likely to purchase a product after physically interacting with premium packaging just twice. The likelihood rose to an astonishing 90% after four touches.
In every instance, it took one more touch of plain packaging to reach the same likelihood to purchase as with premium packaging. Length of time in contact with the package played a role as well. Touching a premium package for just 17 seconds makes a consumer 50% more likely to purchase. Want to hone further? Consider the individual influence of engaging finishes and techniques.
Gloss takes only 11 seconds to take consumers halfway to purchase
Foil takes 17 seconds
Embossed packaging takes 26 seconds
WHILE plain packaging 41 seconds
These outcomes highlight how even brief tactile interaction with a high-quality package can shift consumer behavior.
It’s all About the Feelings
Beyond initial engagement, these premium effects have a strong influence on emotional response. In the same study, participants expressed 95% more positive feelings when opening a product that featured embellishments such as foil or embossing, compared to opening the same product in plain packaging. This kind of emotional boost not only enhances the unboxing experience but also fosters greater customer satisfaction and brand loyalty. The study found that people’s feelings about the packaging tend to strongly influence their thoughts about the product itself. In a world where reviews and social sharing carry real influence, that memorable first impression pays dividends.
Premium packaging also enhances the perception of the product itself. Foil and gloss finishes imply luxury and care, while embossing adds tactile richness and depth that consumers associate with craftsmanship. In fact, when given the choice, nearly 60% of participants purchased packaging with a foil embellishment. When choosing a chocolate bar for a friend, packaging played heavily, even over the flavor or quality of the chocolate. When something is wrapped like a present, it makes a great gift!
These sensory details convey a message of value—subtly suggesting the product inside is of higher quality, more exclusive, or more trustworthy. For brands aiming to differentiate in competitive markets, these finishing touches are not just decorative—they’re strategic.
How AV Graphics Can Help
At AV Graphics, we specialize in producing printed board packaging that stands out and speaks volumes. Our premium finishing capabilities include:
Foil stamping (cold or hot) – Adds a metallic sheen that captures light and attention while signaling luxury.
High-gloss UV or aqueous coatings – Bring vivid color to life and create an ultra-smooth, tactile surface.
Embossing and debossing – Create depth and texture that invites touch and emphasizes important design elements.
These techniques aren’t just about aesthetics—they’re about impact. Whether you're creating packaging for beauty products, gourmet foods, electronics, or specialty retail, premium finishes help reinforce your brand story and support your product’s positioning.
♻️ Sidebar: Can Premium Packaging Still Be Recycled?
Yes, it can.
Thanks to new research, businesses can now confidently add premium finishes without sacrificing recyclability. A 2024 study by the Foil & Specialty Effects Association (FSEA), in partnership with the Van Dyk Technology Center, tackled a common concern: whether metallic and gloss finishes make packaging non-recyclable. The results were clear and encouraging. Cartons with 25% to 75% foil coverage were successfully identified, sorted, and processed through standard U.S. recycling systems. Foil elements detached during pulping, and the board was easily recovered as usable fiber.
Additional lab studies confirmed that foil-stamped and coated board packaging is fully repulpable, meaning it can be recycled just like plain paperboard. In short, you don’t have to choose between luxury and responsibility—premium packaging can be part of your sustainability story, too.
Premium printed packaging is more than a finishing touch—it’s a brand investment that pays for itself in customer engagement, higher perceived value, and increased sales. With sustainable materials and recyclable finishes, you don’t have to compromise on your environmental commitments. Let AV Graphics help you design packaging that performs on every level—from the shelf, on a screen, delivered to your door, and even into the recycle bin.