Aesthetically pleasing packaging is nice to look at, but it doesn't always necessarily connect with its audience or sell product. If it did, many brands wouldn't be losing traction in category after category at retail. In order to make effective brand-to-consumer connections-for packaging to work as an effective branding tool-the correct triggers have to be leveraged. Package structure, imagery, color, and fonts work synergistically to appeal to consumers. But what we really need to do is to evoke positive emotions, memories, and personal context in a conscious and subconscious manner. The question is: What appeals to consumers on an emotional level, and where does that emotion come from? According to Buyology, Inc., a consultancy that helps businesses to identify, assess, and quantify consumers'emotional triggers,"at least 85% of human decisions are governed by the non-conscious."
展开▼
