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За последние 60 дней ни разу не выходила
Сайт рассылки:
http://popsop.ru/
Открыта:
22-05-2008
Статистика
0 за неделю
Popsop.ru. Дизайн упаковки. Дизайн бренда Designers Need To Come To Their Senses
By Pete Hollingsworth, Managing Creative Director at FutureBrand In these days of saturated markets, how can brands increase their market share and create greater brand loyalty? Appealing to multi senses and moving packaging from a 2 dimensional proposition to a 5D multi sensorial one will do just this. Sensorial design is a relatively untapped gem in the consumer branding world. A surprising fact when you consider it is critical in markets where products are generic and packaging ubiquitous. The opportunities for growth in sensorial design are huge. Traditional advertising is on the ropes and ad recall has fallen dramatically over the last 40 years from 30% in the 1960s to less than 8% today. With this in mind, branded packaging has the potential to replace much of the aims of advertising, particularly as it provides a 24/7 interaction with the consumer, with multiple touch points from shelf, to home, to use.
Procter & Gamble talk about moments of truth and these are particularly relevant in sensorial design. The first moment of truth is centred around how the shopper reacts to the product on shelf. The second is all about how the consumer reacts when using the product. P&G believes that functionality is not enough and focus on identifying consumer desires, rather than needs. Consumers choose things for their symbolic value and what they feel the product says about them, as much as for any perceived or post-rationalised need. Uncovering these discrete codes give a product or brand the wow factor . Cells that fire together, wire together; meaning that combining certain sensory points in the same product can result in indelible brand associations, strengthening loyalty and expanding the brand repertoire. Building consumer associations through multiple touchpoints is what sensory design is all about and it can be hugely strategic. However, there are rules about integrating the senses. Combining stimulation in equal volumes of 2 senses, e.g. auditory and visual, has a super cumulative effect. It can hugely enhance the sensory experience. Shoppers instinctive reactions take over and how their senses are stimulated determines their decisions Combining the senses in the right way is key. For instance, touch and smell together are very powerful. Smell can influence the perception of texture. By adding fragrance to a fabric we can make it seem a lot softer (up to 5%). Therefore some brand experience can be achieved even without using the product. Vision and Smell also work extremely well together. Games can be played with colours as they enhance smell and flavour. Think of drinks for example. Just by adding intensity increases the sense of smell considerably. Vision and Taste also combine well. We can actually taste products through colour and texture. A bright yellow signifies lemon and citrus flavours. The more intense the colour the more intense the flavour expectation. So why use touch to enhance your brand? Shape is not just how a pack looks, its how it feels in the hand. With developments in substrates and coatings, we are at the beginning of exploring new and exciting brand linked surface textures. As the brain is integrated, touch evokes the sense of taste, via vision, thus creating anticipation and greater desire of the product inside. Just think Cadburys Dairy Milk.
Smell is our most powerful sense; it creates emotive memories and can trigger fantastic nostalgia cues. The majority of all our emotions we experience are generated by smell. We breathe 20,000 times a day and with each breath comes olfactory stimulus. A recent study discovered that when given the choice between two similar food or beverage products, over 80% of consumers would choose the one they could smell and see over one they could just see. Sight is a key influencer on our other senses. If you see a bright orange soft drink pack, you will expect a high orange taste. Shape and visual textures will influence how we think something should sound. Likewise sight will influence smell cues via colour. Bright green surely must smell of lime/citrus/pine freshness. What we see will directly raise our expectations of how things will feel. Our sense of sight clearly controls and therefore can enhance the total brand experience. Sounds can evoke the eating experience of the product. Think of crisp bags. They sound like the crunchy sound of the product in your mouth. It is possible to leverage pack-acoustics for any brand, from a gentle click to a Schweppes-like fizz. Pack-acoustics create cues of delight and anticipation. Open an Illy coffee tin and there is a dual sensory event, the sound of air escaping, signalling freshness combined with the fantastic aroma of coffee. The classic sound of a carbonated soft drink being opened can be enhanced to give a unique sound by designing the shape of the closure. Sound also alludes to quality. Think of a Lexus, Mercedes or any premium car door closing. They have distinctive sounds of perceptible depth helping to reinforce the quality perception of the cars and therefore the brand.and the list goes on! You know it makes sense. By Pete Hollingsworth, Managing Creative Director at FutureBrand Здесь можно оставить свои комментарии. Выпуск подготовленплагином wordpress для subscribe.ru |
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