Sure, your packaging is supposed to protect the product. But, if you consider a recent study by The Journal of Consumer Research, it should also make it more “touchable”. The journal found that touching an object creates a feeling of ownership and, that, if a person has a positive response to the touch, she is more willing to pay for it. To us, it sounds like a remarkable opportunity to develop packaging that makes products more accessible for handling by shoppers—and to make packaging itself more pleasant to the touch.