Emotional packaging: The power of attraction through design.

Transcription

1 Emotional packaging: The power of attraction through design.

2 ABOUT ME: 100% happy. Unconditional traveller. Friend of my friends. ABOUT MY JOB: Every day a new emotion. 200% creativity & 400 products in a season. Helps me to see things as a kid. lgutierrez@imaginarium.es leyregutierrezdura@gmail.com Leyre Gutiérrez Durá

3 IMAGINARIUM Zaragoza,Spain 2 doors 28 countries

4 WELCOME

5 Where?

6 Exploring packaging innovations through emotions techniques. EMOTIONS Psychologist Robert Plutchick suggested that more than 90 different definitions of the term "emotion" have been put forth by psychologists.

7 S.IV. BC. Core emotions 4th century B.C., Aristotle attempted to identify the exact number of core emotions: fear, confidence, anger, friendship, calm, enmity, shame, shamelessness, pity, kindness, envy, indignation, emulation, and contempt. Surprisingly, when it comes to basic, universal emotions, there are actually far fewer than we may think. Exploring packaging innovation through emotional techniques

8 S.XXI. 8 Basic Emotions The Wheel of Emotions. One of the most prominent of these theories is Robert Plutchik's wheel of emotions which identifies eight basic emotions - joy, sadness, trust, disgust, fear, anger, surprise, and anticipation. The wheel of emotion is likened to the color wheel in which the primary colors combine to form the secondary and complementary colors. These basic emotions then mix and combine to form a variety of feelings. Exploring packaging innovation through emotional techniques

9 TRUST ANGER DISGUST FEAR JOY ANTICIPATION SURPRISE SADNESS Exploring packaging innovation through emotional techniques

10 Exploring packaging innovation through emotional techniques Emotional packaging Exploring packaging innovation through emotional techniques

11 Four main emotions in packaging TRUST JOY BRAND & PACKAGING ANTICIPATION SURPRISE Exploring packaging innovation through emotional techniques

12 TRUST Reliance on and confidence in the truth, worth, reliability, etc, of a person or thing. Collins Dictionary Exploring packaging innovation through emotional techniques

13 TRUST Building trust is about being real, human and congruent. Quality, product benefits, pricing impact, and service quality. Less than 21% customers are loyal to a brand.

14 TRUST Air rolly PRODUCT, CONCEPT, PACKAGING

15 TRUST PRODUCT, CONCEPT, PACKAGING

16 TRUST PRODUCT, CONCEPT, PACKAGING

17 TRUST PRODUCT, CONCEPT, PACKAGING

18 JOY A deep feeling or condition of happiness or contentment. Something causing such a feeling; a source of happiness. Collins Dictionary Exploring packaging innovation through emotional techniques

19 Experiences improve with time in the memory. JOY Experiential products made people just as happy as the pure experiences. Experiences make people happy because they were generally shared with others. Howell

20 JOY PRODUCT, CONCEPT, PACKAGING

21 JOY PRODUCT, CONCEPT, PACKAGING

22 JOY PRODUCT, CONCEPT, PACKAGING

23 ANTICIPATION Is a feeling of excitement about something pleasant or exciting that you know is going to happen. Collins Dictionary Exploring packaging innovation through emotional techniques

24 Think the need, create the need & fulfill the need. ANTICIPATION The brain is wired to anticipate positive experiences. Neil Patel Cerebellum, controls automatic non thinking behaviour.

25 ANTICIPATION PRODUCT, CONCEPT, PACKAGING

26 ANTICIPATION Cerebellum, controls automatic non thinking behaviour. PRODUCT, CONCEPT, PACKAGING

27 ANTICIPATION Cerebellum, controls automatic non thinking behaviour. PRODUCT, CONCEPT, PACKAGING

28 ANTICIPATION Cerebellum, controls automatic non thinking behaviour. PRODUCT, CONCEPT, PACKAGING

29 ANTICIPATION PRODUCT, CONCEPT, PACKAGING

30 ANTICIPATION Cerebellum, controls automatic non thinking behaviour. PRODUCT, CONCEPT, PACKAGING

31 ANTICIPATION Cerebellum, controls automatic non thinking behaviour. PRODUCT, CONCEPT, PACKAGING

32 ANTICIPATION PRODUCT, CONCEPT, PACKAGING

33 SURPRISE To cause to feel amazement or wonder to encounter or discover unexpectedly or suddenly to capture or assault suddenly and without warning. Collins Dictionary Exploring packaging innovation through emotional techniques

34 SURPRISE 18 to 33-year-olds are some of the most stressed-out people on the planet. Surprise can entertain and help create a connection with a user. Shapes, size, textures, quality, finishing

35 SURPRISE PRODUCT, CONCEPT, PACKAGING

36 SURPRISE 18 to 33-year-olds are some of the most stressed-out people on the planet. Surprise can entertain and help create a connection with a user. Shapes, size, textures, quality, finishing PRODUCT, CONCEPT, PACKAGING

37 SURPRISE 18 to 33-year-olds are some of the most stressed-out people on the planet. Surprise can entertain and help create a connection with a user. PRODUCT, CONCEPT, PACKAGING

38 PACKAGING for 2016 EXPERIENCE Emotional STATUS Aspirational Exploring packaging innovation through emotional techniques

39 PACKAGING IN ) HUMAN BRANDS. Packaging working trough the emotions. 2) HELPFUL. Be part of the solution not the problem. 3) INTERACTIVITY. Listen customer with the heart. 4) OMNIPRESENCE. Putting customers needs and wants first. Being in the right place at the right time. 5) FEELING. Make me feel so good. Exploring packaging innovation through emotional techniques

40 PACKAGING This CLIENTS Relation is Unique. BRAND Stay Togheter. Exploring packaging innovation through emotional techniques

41 Adapting the choice of colours, graphics and shapes to evoke certain emotional states and convey an appropriate mood. Adapting the choice of colours, graphics and shapes to evoke certain emotional states and convey an appropriate mood.

42 Adapting to consumer emotions choices Adapting the choice of colours, graphics and shapes to evoke certain emotional states and convey an appropriate mood.

43 Our Customers 0-3 Kids Relatives Parents 3-6 First autonomy 7-12 growing Adapting the choice of colours, graphics and shapes to evoke certain emotional states and convey an appropriate mood.

44 0-12 New borns Our Customers Adapting the choice of colours, graphics and shapes to evoke certain emotional states and convey an appropriate mood.

45 0-12 NB Parents choice Adapting the choice of colours, graphics and shapes to evoke certain emotional states and convey an appropriate mood.

46 1-3 Kids Our Customers Adapting the choice of colours, graphics and shapes to evoke certain emotional states and convey an appropriate mood.

47 1-3 I like-you like Adapting the choice of colours, graphics and shapes to evoke certain emotional states and convey an appropriate mood.

48 3-6 Kids Our Customers Adapting the choice of colours, graphics and shapes to evoke certain emotional states and convey an appropriate mood.

49 3-6 First agreement Adapting the choice of colours, graphics and shapes to evoke certain emotional states and convey an appropriate mood.

50 3-6 First agreement Adapting the choice of colours, graphics and shapes to evoke certain emotional states and convey an appropriate mood.

51 7-12Kids Our Customers Adapting the choice of colours, graphics and shapes to evoke certain emotional states and convey an appropriate mood.

52 7-12 I CHOOSE Adapting the choice of colours, graphics and shapes to evoke certain emotional states and convey an appropriate mood.

53 7-12 I CHOOSE Adapting the choice of colours, graphics and shapes to evoke certain emotional states and convey an appropriate mood.

54 CULTURAL COLOR Adapting the choice of colours, graphics and shapes to evoke certain emotional states and convey an appropriate mood.

55 Emotions as a purchase decision driver: Triggering the right feelings to predispose consumers toward a product.

56 Pure Design Emotions as a purchase decision driver: Triggering the right feelings to predispose consumers toward a product.

57 Feeling the product Emotions as a purchase decision driver: Triggering the right feelings to predispose consumers toward a product.

58 Coobranding Emotions as a purchase decision driver: Triggering the right feelings to predispose consumers toward a product.

59 Little Conections Emotions as a purchase decision driver: Triggering the right feelings to predispose consumers toward a product.

60 Fun Attitude Emotions as a purchase decision driver: Triggering the right feelings to predispose consumers toward a product.

61 THANKS THANKS, GRACIAS, DANKE, MERCI, 致謝