Sense Engineering
Sense Engineering ™ is a framework exploring how the five human senses shape perception, influence emotion and transform materials into memorable brand experiences.
We’ll break down each sense and reveal the psychology, craftsmanship and design decisions behind them, as they play big role in marketing and printing industry.
Because the strongest brands aren’t just seen. They’re sensed.
VISION
How to incorporate this sense in your design?
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HEARING
How to incorporate this sense in your design?
The first step is to design with the entire customer experience in mind. Before choosing materials or production techniques, consider the feeling you want your audience to have. Should opening your packaging feel luxurious and deliberate? Exciting and energetic? Calm and understated? Once you've defined the emotional response you want to create, every design decision can support that vision.
Material selection plays a significant role in the sounds your printed product makes. Heavier paper stocks tend to produce quieter, more muted sounds when handled, creating a sense of quality, stability, and sophistication. Lighter-weight papers, on the other hand, often generate a crisper rustle that can make a product feel more dynamic, playful, or approachable.
The way your packaging opens is another important consideration. A magnetic closure creates a satisfying click that signals quality and precision. A rigid box lid lifting away slowly produces a gentle release of air, adding a sense of anticipation. Sleeves, folds, ribbons, and pull-tabs all create distinct sounds that become part of the unboxing experience. Rather than treating these as incidental, think of them as design features that enhance the story your packaging tells.
Thoughtfully chosen materials, finishes, and construction methods transform ordinary interactions into memorable moments, making your print not only seen and felt, but heard as well. That's why companies carefully design packaging sounds to create a positive first impression before you even use the product.
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SMELL
How to incorporate this sense in your design?
Designing with scent doesn't necessarily mean adding fragrance to your printed products. Often, the most memorable sensory experiences come from carefully selecting materials that have their own natural character.
Start by choosing paper intentionally. Uncoated and premium cotton papers often retain their natural fibre scent, creating a warm, authentic impression. Coated papers, on the other hand, have a cleaner, more neutral smell, making them suitable when you want the focus to remain on the design itself.
Consider your printing and finishing techniques. Different inks, varnishes and laminates can subtly alter the scent of a finished product. If smell is an important part of the experience, request production samples and evaluate them once they have fully cured, as freshly printed materials often smell very different from the final product.
For a more immersive experience, explore scented finishes or microencapsulated fragrance coatings. These specialised finishes release a fragrance when rubbed or handled, making them particularly effective for perfume, cosmetics, food, hospitality and luxury brands. As with any design element, the fragrance should complement your brand identity rather than overpower it.
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Every scent tells a story. Your next favourite memory might start with a smell.
TASTE
How to incorporate this sense in your design?
Great design starts with the courage to think beyond the expected. A brand book should provide direction, not limitations. Don't be afraid to explore new formats, materials, techniques or ideas that challenge the usual approach. Creativity often begins when you allow yourself to experiment, test new possibilities and question what has always been done. At the same time, creativity needs to work hand in hand with practicality. Understand the capabilities of different production methods and use them as part of the creative process. The best designs work with production, not against it, turning technical considerations into opportunities rather than restrictions. Finally, create a memorable moment. It doesn't matter whether your approach is minimal or expressive - the key is having an element that makes people stop and remember. This could be an unexpected structure, a unique material, a tactile finish or an innovative printing technique. Stay curious about new technologies and production possibilities, as they continue to expand what can be achieved in print. The goal is not to add more for the sake of it, but to create something purposeful, distinctive and worth experiencing. Tasteful does not mean safe or predictable. The best designs still surprise. When every detail earns its place, it is an experience that feels memorable and valuable.
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TOUCH
How to incorporate this sense in your design?
In an increasingly digital world while screens capture attention, materials create connection and the simple act of holding thoughtfully made product has become more worthwhile. Texture, weight, and finish aren't just design choices, they're powerful branding tools that transform ordinary product into unforgettable experience.
Explore texture to create a more memorable interaction. Embossing, debossing, textured finishes and specialty papers invite people to engage physically with the product. A raised logo, a subtle pattern or a unique surface can turn a simple printed piece into something people want to touch and explore. The attention to texture can be either on micro-level with micro embossing, that plays with the illusion of texture, or the mega tactile approach with 3D embossing and debossing that creates multiple levels in the paper.
Finishing techniques can further shape how a product is perceived. Soft-touch coatings create a smooth, velvety experience that often feels premium and modern, while spot varnishes, raised effects and specialty coatings can transform certain details into moments of surprise.
Touch is one of the most powerful ways we experience the world.
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