Emotional link is key to packaging

Packaging is very different depending on the industry. He stressed how emotion is key for packaging innovators and developers need to constantly consider this, however very often it is ignored or forgotten. 

In order to guarantee outstanding packaging we need to put ourselves in the shoes of the consumer and see packaging from the customer’s point of view. To highlight this, he told the story of Mr Mittal v/s Mr Mittal. One, a rustic, rural-based office goer in Agra and the other a suave player in New York.

Kumar spoke about how Mr Mittal - I consumed his daily chai from a traditional cup at a tea stall, on the banks of the Yamuna. Mr Mittal - II travelled on the NY underground and consumed his first cup of coffee at the Starbucks. Mr Mittal in Agra had his lunch from the dabba he packed from home. While Mr Mittal from Manhattan ordered his sandwiches along with Heinz ketchup; always.

Kumar stressed that while the industry tended to tie up millions in equipment; there is very little synergy with emotional linkages and the story of the customer. 

Packaging companies who are well plugged in with the customer story can enjoy the benefits of packaging in real time. The job of creation of a beautiful packaging to the man in Manhattan as well as speed to the many rural areas which do not even have a postal code.

Without packaging these people will be disenfranchised from the global community. Kumar highlighted this by showing how super brands connect emotionally to the customer. He spoke about Colour Number 1837 on the Pantone Matching System chart - also known as the “Tiffany Blue Box”. The blue Tiffany colour is trademarked. In all, it is possibly the most recognisable and most desired retail container in history. 

Kumar said Tiffany chose its signature blue to reflect the popularity of the turquoise jewelry then in vogue, but nobody is sure. What is certain is that the shade became instantly identified with Tiffany—and with the finest jewelry in the business.
 

Kumar then spoke about brand association with Boroline and Dove and cigarette smoking health signs and even Christian Dior. 

 

​Kumar spoke about the VIEW model which states:

Visibility is the ability of the package to attract attention at the point of purchase. The main objective is to have packaging that stands out to consumers.

Information is the data on the packaging whic includes product information, claimed benefits, instructions on use and ingredients.

Emotional Appeal which arouse feelings such as elegance, prestige, cheerfulness, fun etc.

Workability in terms of how the package protect the contents, does it facilitate storage space, is it easy to access and use, does it protect against breakage, is it an environmentally friendly packaging.