06/18/2026
“The Touch Advantage” just earned two international honors: a Gold Quill Award of Excellence in Communication Research from the International Association of Business Communicators, the program’s top distinction, and a Gold Hermes Creative Award in the Research/Study category.
“The Touch Advantage” is a research study that combines eye tracking, touch sensors, facial expression analysis, surveys and predictive modeling to capture how people actually respond to packaging.
Key findings:
- Shoppers preferred premium-packaged products nearly 3x more than plain alternatives, even when the contents were identical.
- When consumers touch premium packaging just twice, they are 50% more likely to buy.
- Premium packaging generated 95% more positive emotional responses.
See what the judges saw and check out all the research findings for yourself at sappi.com/en-us/insights/touch-advantage.