Emotion
People react to emotional stimulus when shopping and it is not only sight that plays a role in this area. Sounds, smells and feel also have a significant impact on shoppers and cartons can have additional emotional stimuli built in to their design to respond to these needs. Feel can be enhanced wth the use of textures and special finishes added during the production process and sounds can be enhanced by the clever design of closures that click.
The range of products available to shoppers is vast and so packaging plays a vital role in helping the consumer select the product and the emotional responses to packaging are increasing in importance and cartons can be, and are, designed to offer additional emotional responses.
"Product packaging plays a key role in our "360° of Communication at the Point of Purchase". It is the marketing tool that gives the customer a sense of orientation, evokes emotions and inspires. We, for example, give our packages unique shapes and designs, use special colour codes to differentiate between product segments, or present serving suggestions on the backs of our packages."
Ivo Reuter, MAGGI/Nestle
www.maggi.de
Winner All other non Food category 2008
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