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This study investigated what consumers' feelings were evoked when they touched different textured surfaces of 20 compact powder cases. Without seeing them, fifty respondents with and without an art-and-design-based background were asked to describe their feelings in their words as they touched the cases as well as explain them by provided words. The results show that different surface textures did evoke different respondents' feelings of which those familiar with the design were able to express a wider range. All participants were able to describe both the initial sense of physicality and complex feelings toward every textured surface investigated.

There have been a lot of studies on the relationship between visual appearances of packaging—such as color, font, and illustration—and consumers’ feelings, but very few focused on touch sensation. Well-designed touch texture can attract consumers to cosmetic products and can be considered as a rarely-explored way of sensory marketing. The objectives of this study was to seek for design factors (design elements that can be associated with feeling words). Thirty-six different 3-D texture models were constructed. Their designs were produced from established 2-D visual design elements. Those models were tested by a group of participants to see whether they could clearly convey different feelings. Only 6 models were deemed valid in this sense. These 6 models were then sought for distinctive design factors. The 5 design factors that were obtained were the following: 1) structure of lines, 2) distance between lines, 3) small and large empty spaces, 4) line uniformity, and 5) number of lines. These design factors were able to elicit 16 feeling words: 1. Busy, 2. Tense, 3. Strong, 4. Confident, 5. Manful, 6. Delicate, 7. Friendly, 8. Gentle, 9. Sensitive, 10. Enjoyable, 11. Independent, 12. Natural, 13. Simple, 14. Comfortable, 15. Easy, and 16. Flexible. These design factors can be directly used by designers for constructing textured surface components of packages or products that can affect consumers’ feelings by touch.

This research aims to investigate a distinctive perceptual response between young males and females on graphical and packaging appearance leading to their buying decisions. The research endeavors to reveal distinctive graphical and formal design factors determining packaging preferences in accordance with the level of cognitive and affective sensory between genders. The research found that color, materials, formal design, size, shape, and textual style correspond to young purchasers' gender differences. Research tools comprise distinctive visual stimulus set embedded with the contradictory factors and questionnaires set to draw perceptual reactions. Sampled respondents are drawn from 19-23 graduate and undergraduate students from the Department of Industrial Design and Education. The research finally suggests a set of differentiating packaging design guidelines in accordance with the research findings for paradigmatic purposes.