Association Partnered with Clemson University’s CUshop to Study Impact of Specialty Effects on Purchasing Behavior

Topeka, KS – The Foil & Specialty Effects Association (FSEA) has released a white paper detailing an initial study on the effect of high-visibility enhancements on consumer purchasing behavior. As noted in the white paper, the study showed clear advantages to foil stamping on packaging, in terms of attracting attention faster and retaining attention on packaging longer than identical packages without foil stamping.

Processes that increase visibility, stimulate attraction, hold attention and convey an image of value are known as high-visibility enhancements. The list of high-visibility enhancements incorporates several processes, including foil stamping, embossing, specialty UV coatings and metallic finishes. At the recent FSEA·IADD Joint Conference in Milwaukee, WI, Dr. Andrew Hurley unveiled the results of the first study developed to observe the effects of high visibility enhancements and test the hypothesis that embellished packaging would increase attention to the product when compared to the same product without enhancements. Dr. Hurley is a professor at Clemson University and leads the CUshop Consumer Experience Laboratory.

The CUshop Consumer Experience Laboratory at Clemson's Sonoco Institute utilizes a four-step research process to improve sales based on brand packaging. For this study, three separate packaged product categories were analyzed and tested through eye-tracking methods over a three-day period. The results of the study were revealed for the first time at the FSEA·IADD Joint Conference, and the white paper now is available to those wishing to encourage the use of packaging enhancements, including foil stamping.

For more information or to request the white paper, visit www.fsea.com or call 785.271.5816.