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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