When an image is not enough – why does texture still sell?

In the age of digital visualizations, 3D renderings, and perfectly polished product photos, it might seem that what we see is enough to make a purchasing decision. However, experience shows that the texture of a product or packaging is still of great importance – not only in physical contact with the item, but also in the process of building a brand image and an emotional relationship with the recipient.

Texture as a key element of perceived quality

Although sight is the first sense to evaluate a product, it is touch that can determine its perception. The smoothness, roughness, softness, or resistance of a material evokes associations with quality, reliability, craftsmanship, or luxury. The soft texture of packaging can be associated with delicacy and safety, while a rough surface can be associated with authenticity and “nature.”

It is no coincidence that premium brands invest in the quality of their materials – consumers may not know the composition, but they know what “feels good in their hands.” Texture subconsciously increases the perceived value of a product, even if its technical properties are no different from those of its competitors.

Texture as a distinguishing feature and brand DNA

In an age of content overload and products with similar functions, brands are increasingly looking for ways to stand out not through color or shape, but through texture. For example, a brand that consistently uses a matte surface with embossing creates a unique visual and tactile language. Customers begin to associate the brand not only with the logo, but with the “feel” of the product.

In such cases, texture becomes a hallmark – an element of visual identity as strong as font or color scheme. It is worth adding that a sample book, i.e. a physical set of material samples, plays a key role here – it is a tool that allows the brand to present not only the appearance but also the “character” of the surface.

How does texture build emotional engagement?

Touch is the sense that most quickly evokes emotions and memories. Texture can evoke feelings of nostalgia, comfort, excitement, or trust. Products that “feel good” are memorable and build a stronger bond with the user. This is particularly important in the gift, cosmetics, fashion, and luxury segments, where customer experience is key.

It is therefore not surprising that brands are increasingly using tools such as texture swatches, which allow customers to touch and compare materials before making a purchase. In a world where much of the interaction takes place online, such physical contact becomes a valuable part of the customer experience.

Current trends: what’s happening in the world of textures?

In packaging and product design, we are currently seeing several strong trends related to texture:

• eco-textures – recycled paper, rough, natural surfaces, often uncoated,
• embossing and scoring – adding depth and elegance, used in premium products,
• surface contrasts – combining matte with gloss, smooth with rough,
• the “soft touch” effect – particularly popular in cosmetics, electronics, and lifestyle products,
• touch reactivity – materials that change texture or temperature when in contact with the skin.

It is worth noting that texture is increasingly not only decorative, but also informative (e.g., facilitating identification for people with visual impairments) or functional (increasing the grip, durability, or resistance of a product).

When an image is not enough – reach for texture

Although the world of sales and marketing has largely moved to the digital space, it is physical contact with the product that provides the most complete experience. Texture is not just a surface – it is emotions, senses, associations, and memory. It is one of the most powerful and yet most underrated channels of communication with the customer.

If you want your product to be not only visible but also memorable, reach for a template and design a texture that says more than a picture.