THE DESIGN PROCESS58 Create an Emotional Connection

Today’s consumers are less interested in purchasing products to meet their basic needs and more interested in engaging with brands whose values satisfy them emotionally. Consumers want to be entertained or engaged on an emotional level. They don’t want to be spoken to; they want to be spoken with. If the designer is intent on delivering an effective brand experience, packaging can be the centerpiece of his or her efforts. The package designer has the opportunity to deliver the ultimate emotional experience, to excite the senses and deliver anticipation of emotions such as contentment, pride, happiness, pleasure, trust, and excitement.

ProjectProduct package designFirmInternal DesignDesign Team ...

Get Packaging Essentials now with the O’Reilly learning platform.

O’Reilly members experience live online training, plus books, videos, and digital content from nearly 200 publishers.