Packaging Is a Silent Salesman
THE POWER OF SILENT SALESMAN
In the 1930s Louis Cheskin, a marketing psychologist, began to take into account the psychology of packaging design. Cheskin study how consumers' emotional response to the package by doing experiments. In his experiments, he placed the same two products in two different packages. A circular packaging and other packaging triangular.
Participants in the experiment were asked to choose which products are most favored and why. They were not questioned at all about the packaging. Also not required to say anything about the container. The result, 80 percent of participants chose the packaged product circular. More lanut When asked why, they think the product has a higher quality than products in the packaging triangle.
Cheskin later repeated his experiment with other products placed in the same package - segitida and circular shape. Same result. Therefore, Cheskin concluded that packaging design provides a major influence on the content of one's experience will be contained in the container.
This phenomenon he calls "sensation transference". This phenomenon is said by other researchers as a chance to help a product that comes from feeling that we get to see the outside packaging of the product. "Sensation transference" can be achieved through a comprehensive packaging design of a product. This overall design consists of five elements, namely shape, size, color, graphics, and materials.
Since then the believer will size the role of packaging. Several subsequent studies further reinforce the notion that the packaging is very effective in making the consumer interest. This is because the packaging led to a subconscious appeal to consumers and make them buy a product. Products with specific packaging which consumers often first seen to be consumer products purchased. Spontaneous emotional reaction caused by the stimulus (package) first to be seen to encourage consumers to consider these products. (Hine, Thomas (1995) The Total Package: The
In the 1930s Louis Cheskin, a marketing psychologist, began to take into account the psychology of packaging design. Cheskin study how consumers' emotional response to the package by doing experiments. In his experiments, he placed the same two products in two different packages. A circular packaging and other packaging triangular.
Participants in the experiment were asked to choose which products are most favored and why. They were not questioned at all about the packaging. Also not required to say anything about the container. The result, 80 percent of participants chose the packaged product circular. More lanut When asked why, they think the product has a higher quality than products in the packaging triangle.
Cheskin later repeated his experiment with other products placed in the same package - segitida and circular shape. Same result. Therefore, Cheskin concluded that packaging design provides a major influence on the content of one's experience will be contained in the container.
This phenomenon he calls "sensation transference". This phenomenon is said by other researchers as a chance to help a product that comes from feeling that we get to see the outside packaging of the product. "Sensation transference" can be achieved through a comprehensive packaging design of a product. This overall design consists of five elements, namely shape, size, color, graphics, and materials.
Since then the believer will size the role of packaging. Several subsequent studies further reinforce the notion that the packaging is very effective in making the consumer interest. This is because the packaging led to a subconscious appeal to consumers and make them buy a product. Products with specific packaging which consumers often first seen to be consumer products purchased. Spontaneous emotional reaction caused by the stimulus (package) first to be seen to encourage consumers to consider these products. (Hine, Thomas (1995) The Total Package: The