In order to be truly effective, packaging has to literally deliver the heart and soul of the brand in a way that forges strong, emotive connections with the consumer. The days of delivering a hierarchy of features and benefits on packaging in a dry manner, sans emotion, are over. But where do emotive cues come from?
Before developing any package for a new branded product or a repackaged product, research has to be done to uncover the underlying brand's core attributes. Research is conducted in a number of phases, and one very important research element is not only about unearthing corporate brand values but also consumer brand perceptions, since the two should be, but are not always in complete alignment.
Research is always conducted in the pre-packaging phase, of course. But shifts have occurred in recent years because of our evolution in understanding about the consumer, as well as our desire to better quantify packaging's delivery on core brand assets.
In his book "Blink: The Power of Thinking Without Thinking," Malcolm Gladwell cites that humans hone in more strongly on visual brand messages that get their attention at the emotional level. Hence, packaging presents companies with one of their strongest visual branding opportunities.
RespondHow, then, to package emotion? Savvy brands do not sell specific products. They sell the intangibles, and these are the emotional needs consumers seek to fulfill most.
Procter & Gamble has integrated aromatherapy essential oils into its latest Tide and Downy fabric care product offerings in a clever marketing move. The branding of Tide Simple Pleasures products adds to the enjoyment of wearing garments or placing linens on the bed that have been laundered and softened with favorite aromatherapy combinations.
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Here are some compelling key emotional drivers to consider as you conduct your research:
* A reinforced sense of well-being, health, or wholesomeness delivered by the brand
* A reinforced sense of doing something better for one's family and loved ones delivered by the brand
* A perceived sense of enjoyment to be derived by purchasing the brand and reinforced each time the consumer purchases and uses that brand's products
* A perceived lifestyle fit, or the aspiration of a certain lifestyle as delivered by specific brands
* A sense of enjoyment reinforced by positive brand experiences over time with the brand
* A sense of status delivered by the brand
* A reminder of many past enjoyment experiences and fulfilled promises by a heritage brand.
Read more about research and unlocking core brand assets through packaging.
By Ted Mininni, President, Design Force Inc.
