Brands are always looking for new ways to connect with their audiences, and a lot of times, emotional packaging is where they go. Emotional packaging is simply that: using the emotions of others to connect your packaging towards them. it does build trust, compels them to purchase items, and it can really help them build a conscience relationship, and bolster brand reputation.
With emotional connected types of customers being over half of the value to brands, yes businesses need to get on it. Here, we’ll go over emotional packaging and how you can use it.
Seen in Color
Colors are the first area that businesses turn to when building emotional impact. Blue makes us calm. Red represents passion. Pink represents love. Purple evokes luxury. Think about it, Valentine’s Day is all reds and pinks, signifying love. A lot of luxury companies use that deep, regal blue for items. Color is a good way to build packaging designs, as it communicates the colors that utilize and create the results that you want to.
McDonalds was doing this for a long time. The golden arches, which are encouraging happiness and cheeriness, along with a playfulness, definitely brings forth customers. Reiss utilizes more neutral colors, mostly whites, which keeps it a little more subdued, but also conservative. Luxury brands as well love to use these more neutral colors to signify wealth and cleanliness, and I see on bags and boxes. Overall, colors are the first place to begin. If you want to tap into these emotions, this is where to start.
Other Areas
Graphics is the next place. Lots of different brands will use graphics to convey emotions. a cat on pet food bags for example that’s happy, might indicate that the food is healthy for them.
Fonts are another. Cursive fonts on luxury packaging indicate wealth and splendor, and that the package costs a whole lot, so it’s worth the money.
Textures and scents are another. There are scratch and sniff stickers used on kids packaging, or even on food packaging, to connect with customer emotions. a cookie box that smells like the cookies might incite a customer to buy it for example.
Embossed fonts feel nice against the fingers. A lot of luxury brands will use it because it does look good.
Some even use sounds, where you press a button and hear the voice. Kids packaging uses this, generating excitement and playfulness.
Stories and brand messages get incorporated in these types of packaging, because it shows that you’re a real brand, a human behind it all. This enhances the unboxing experience and fosters customer loyalty.
Examples of Successful Brands
There are some brands that are great at this type of packaging.
Lush is a good one. They are eco friendly and protect animals and assure customers they’re investing in ethical companies. Their product packaging offers humanizing and emotional elements to the packaging.
Their bath bombs for instance are sealed in bags with labels, and feature the employee’s name that packed it, creating a connection and recognizing the hard work.
Nike is another. The “Just do It” phrase on their packaging and merchandise demonstrates that they’re committed to customers. They encourage the best that they can from their customers, and will put this simple phrase on the straplines, inciting motivation and emotion.
You can get creative with this. appealing to emotions is encouraged, and doing so through the packaging is not only a great way to start, but also gives you something to enjoy as a brand on all fronts, and without too much trouble.
Food Packaging Tech 