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Japanese philosophy used by Nestlé. . .

The Japanese Kansei Design Method is being used by Nestlé to capitalize on consumers' emotional response to products and packaging. The Kansei Method "focuses on how consumers feel about a product idea very early on in the design process." Packagers then design emotion into the package. By fully understanding the emotional response to package and product, and designing based on their research, Nestlé has seen an increase in sales, and profits. A senior Nestlé designer recently delivered a speech called "Understanding Consumer Insight to Develop Superior Products and Packaging" at Pro2Pac packaging show in London, in which he described the success of the Kansei Method in the confectioner's package development.

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