The feel-good factor

Tactile features on cans are expensive and complex to achieve, but Mark McCord discovers that a variety of techniques can be a powerful tool in making packaging designs stand out from the crowd

“The Keg Can changed the way people saw Heineken in the US,” says Florian Combe, the UK-based manager for graphics and R&D at canmaker Crown

What a difference a shape makes. Twenty years ago, Heineken’s fortunes were flagging in the US. Once the biggest-selling imported beer, it had lost its crown to the aptly- named upstart Corona, which was perceived as a younger person’s choice of libation. “’We were quickly becoming your father’s Oldsmobile,” Steve Davis, Heineken’s US marketing vice…