One of the biggest challenges for packaging companies, publishers, or anyone who makes physical products nowadays is how to bring them to life in the digital world. With so many of us shopping online, the tactile quality of objects – which can be a huge motivation to purchase – is usually lost.
To overcome this issue, creative manufacturing specialist Artomatic – which has created unique packaging for bands including Spiritualised and Massive Attack, and unusual promotional products for the likes of Google – has worked with creative agency Accept & Proceed to produce a website that uses ASMR (sounds that can create a physical, skin-tingling response) to convey the tactile pleasures that are contained in its products.
Artomatic has joined forces with renowned ASMR artist Emma WhispersRed to create a set of films for the site. WhispersRed has gained a following on YouTube for her skill at turning everyday sounds into something magical, and the Artomatic site sees her examine a series of its products – including Spiritualised’s famous pill-packaging for Ladies and Gentleman We Are Floating In Space – and slowly unboxing them, while relishing every sound they make.
The films use specialised audio microphones to capture every crackle, crinkle and crunch of the packaging and are oddly addictive to watch. The hope, of course, is that they will help articulate to designers and others the wonderous tactile possibilities of physical packaging.
“Physical sensations have a direct connection with human emotion, so ASMR was chosen for its unique ability to induce physiological sensations — usually tingling at the base of the neck — triggered by the intimate sounds of the objects’ textures, shapes and materials,” says Lily Fletcher, Strategy Director at Accept & Proceed.
“The new site captures the nature and sensation of human interaction — holding and feeling the tactile power of physical objects … all mediated via a digital device.”