Issue link: https://read.dmtmag.com/i/1469697
32 STiR coffee and tea / Issue 3, 2022 (June / July) BUILD YOUR TEA with Hälssen & Lyon Setting buying impulses with packaging Packaging is a key marketing tool for consumer goods manufacturers. Both look and feel count for the consumer. Haptics in particular have a great influence on the cus- tomer's willingness to buy and they offer great potential for effective branding which leads to successful sales. A product taken in the hand is more likely to lead to a pur- chase. This is because the consumer uses his hands to check visually perceived impres- sions. If the visual impression is confirmed, a feeling of security is created and the product promise is believed. Products with pleasant haptics are more successful than their competitors when it comes to choosing what to buy. Packaging made of paper or cardboard appeals to the consumer in a multisensory way through structure, smell, shape, color, typogra- phy, and imagery. Special printing finishes also heighten attention and strengthen the impulse to buy. However, care must always be taken to ensure a good fit between the haptic stimulus and the customer's relevant goals. Sustainable, ecological aspects in the area of packaging currently enjoy the high- est priority. The customer's desire for packaging that is as sustainable as possible is increasingly influencing the design, the choice of material, the printing processes, but also the choice of service provider. Customers more and more want to be able to track all of this in a totally transparent manner. Packaging concept "BUILD YOUR TEA" For a brand to be successful, it is essential to adapt to customer needs and changing markets so as not to miss out on the market to be able to identify packaging trends in time. With Hälssen & Lyon, tea brands and private-label brands have the right partner for innovative and market-compliant packaging: from pyramid tea bags, tube bags, folding or flat bags to tins and boxes. Customers choose from a wide range of custom- izable packaging options. Sponsored Content Hälssen & Lyon's BUILD YOUR TEA: the packaging concept for tea and private-label brands. @Zitzlaff-Photography Hälssen & Lyon's warehouse in the Allermöhe district of Hamburg, Germany. @Zitzlaff-Photography