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Captivating Consumers: How packaging transforms the first moment of truth

By Kanokwan Pankhet, Specialty Leader, ASEAN

Published on 02 June 2025

Leveraging packaging to enhance the first moment of truth

In marketing, the "moment of truth" is when a customer interacts with a brand, product, or service, shaping their perception. Coined by A. G. Lafley of Procter & Gamble, the first moment of truth occurs in the initial 3-5 seconds when a consumer sees a product. This is a critical window for the product to grab attention, communicate its value, and spark initial interest, ultimately determining whether the consumer will explore it further or look elsewhere. In this blog, we’ll dive into how packaging can transform a customer’s first impression of your product into an unforgettable experience.

Creating memorable visual appeal

Premium products stand out through the use of unique packaging materials and finishes. A study from Clemson University reveals that visual appeal plays a significant role in consumer decision-making. Products with unique decorations are at least twice as likely to attract buyers compared to those without special finishes.1 Elegant typography, sophisticated color palettes, and intricate graphics capture attention and convey brand personality. Packaging with unconventional shapes or complex structures leaves a lasting impression, making it a powerful tool for creating memorable first encounters with consumers.

A combination of elegant monochromatic patterns in black and white accompanied by a distinctive color note for each label, creates a strong sense of identity for each individual jam while maintaining a cohesive look across the product range.

A departure from traditional wine labels by deploying vivid colors and fanciful, detailed imagery to entice a new generation of wine drinkers—younger, easygoing consumers just discovering the pleasures of the grape.

Creating consumer touch engagement

Consumers are instinctively drawn to products that engage their senses. Research published in the Journal of Business Research reveals that simply touching tactile, functional products can significantly influence perceptions of usability—making these items more appealing and increasing their chances of being selected.2 To craft a memorable sensory experience, brands can leverage tactile label materials and decoration techniques like embossing, debossing, or soft-touch coatings, adding a distinctive and irresistible tactile element to their products.

The label's embossed details create a visual and tactile experience that goes beyond the ordinary.

The label's rough texture in combination with embossing techniques that resemble bas-relief carved into rock creates a unique label that attracts consumers.

Increasing perceived value

Premium packaging sends a clear message: the product inside is worth the investment. It sets an expectation of quality and helps justify a higher price point for consumers. According to a 2018 Ipsos poll, 63% of customers associate premium-looking packaging with higher quality, while 49% are willing to pay more for products they perceive as premium.3 By creating limited-edition or uniquely designed packaging, brands can foster a sense of exclusivity and desirability, enhancing the overall appeal of their product.

What does this mean for you?

Premium packaging leverages visual appeal, tactile experiences to increase perceived value and significantly enhance the customer’s first moment of truth. Making a strong initial impression increases the likelihood of a consumer choosing and purchasing a product.

Take the Next Step

If you're interested in exploring our collection of premium label materials, feel free to reach out. Our team is here to guide you through the options and answer any questions. We also offer a sample book for your convenience.

1 Bhayani, Sahil, "The Influence of Premium Finished Paper Packaging on Consumer Behavior," 2023

2 Giovanni Pino et al., “Product touch in the real and digital world: How do consumers react?”, 2020

3 Ipsos, "Most Americans Say That the Design of a Product’s Packaging Often Influences Their Purchase Decisions," 2018

About the author

As Avery Dennison's Specialty Business Leader, Kanokwan spearheads the development of labels for unique and specialized applications in the ASEAN regions. With years of experience in the pressure-sensitive label industry, she works closely with sales, technical support, and R&D teams to develop the right products that meet the market and customer needs. Connect with Kanokwan on LinkedIn.