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Gmund Paper as brand ambassador

The first impression is decisive in the purchasing process!

07. June 2016

How does the packaging influence the purchasing impulse? Touch, grasp, experience, and understand: these are the fundamental preconditions so a message can become positively anchored in a person’s long-term memory. Touch is the strongest unconscious perception for every human being. 

When the package is a lived experience, consumers actively occupy themselves with the brand. The package must be a logical consequence of the predefined corporate identity and thus an integral part of a brand’s complete experiential chain – from the architecture, through the product design, to the business card. A strong recognition factor can only be achieved through a unified appearance.  

Customers can touch and experience a brand’s DNA when the packaging has an appropriate surface texture and color scheme. These perfectly emphasize the brand’s message so the customer can experience and learn it. An authentic brand experience can boost revenues by as much as 30% at the point of sale!

On behalf of international brands, Gmund Paper has developed unique material innovations for the point of sale. Contemporary architecture inspired the development of Gmund Urban: “Cement” with pulverized stone, “Architect” with a fine linear pattern, and “Brasilia” with a wood-grain pattern that looks deceptively real. This material was used to develop a toolbox that shows various packaging applications.

The packaging for the Deage cosmetic: a material that surprises consumers and tempts them to touch the box at the point of sale. The package’s unconventional geometry catches the eye and stimulates the impulse to purchase the product. A package should always be food-safe and self-consistent in its design, color scheme and materials.  It should express the brand’s core values. The package’s printed enhancements and brilliant shape should convince potential customers – because one never gets a second chance to make a long-lasting first impression.

Sabine Huber
Public Relations
Tel. +49 8022 7500-73

About the paper factory Gmund

Gmund Paper has been synonymous with paper culture and the ecological fabrication of unique communications media from natural paper since 1829.

The cellulose used in all of Gmund’s papers is FSC® certified.

Custom-tailored solutions for sustainable brand identities are created at the development and production site in the town of Gmund on the shores of Lake Tegernsee. Circa 75% of the papers are exported. A family-owned business, Gmund Paper is directed by fourth-generation papermaker Florian Kohler.


Thank you for visiting us from the USA. We are passionate about paper. Our mill is in Gmund am Tegernsee, in Southern Germany. On our international pages, you’ll find innovative papers, news about our company, and important sales information.