Why Packaging Is More Than Just a Pretty Face
Picture yourself strolling down the candy aisle. You’re surrounded by a sea of colorful packaging, each vying for your attention. It’s not just about the taste—though we all love a delicious treat—packaging plays a huge role in why you pick one product over another. In fact, studies show that 80% of new products fail within their first year, highlighting the importance of getting packaging right.
But how do companies create designs that stick? The secret lies in psychology—and two fascinating design approaches: Robust Design (RD) and Kensei Category Classification (KCC).
Breaking Down the Design Strategies
1. Robust Design: Learning from the Best
RD is all about analyzing successful designs in the market. Think of it as detective work. Designers study features like shapes, colors, and usability, then experiment systematically to create new concepts. For example, researchers exploring the Quality Street tin used an L18 orthogonal array to test over 6,000 design variations. While RD focuses on proven elements, it often lacks the emotional spark to make a product truly memorable.
2. Kensei Category Classification: Designing for Emotion
KCC flips the script by starting with emotions. Instead of analyzing competitors, designers begin with feelings they want to evoke—like “family,” “fun,” and “memorable moments”—and work backward. For the Quality Street tin, this approach inspired ideas like hidden compartments and spaces for personal messages, adding layers of interaction and surprise.
The Power of Emotional Design
Why does this matter? Because emotions drive purchases. While RD ensures a solid, functional foundation, KCC adds personality and emotional depth. Together, these approaches create designs that don’t just attract attention—they forge connections. When tested with consumers, KCC designs outperformed RD concepts, proving the power of starting with emotions.
What It Means for Businesses
These strategies aren’t limited to confectionery. Whether it’s luxury goods, electronics, or consumer products, understanding and applying these design principles can set your brand apart. By blending data-driven analysis with emotion-first strategies, businesses can create packaging that not only draws customers in but keeps them coming back.
How INNORHINO Can Help
At INNORHINO, we specialize in packaging solutions that balance functionality with emotional appeal. Whether you need:
- Insightful market analysis to understand your competitors,
- Emotion-driven design concepts that resonate with your target audience, or
- Custom packaging solutions tailored to your brand’s unique identity,
We’re here to help. With our expertise, you can transform your packaging into a powerful tool for customer connection and long-term brand loyalty.
Take the Next Step
Ready to elevate your packaging and design strategy? Contact INNORHINO today for a consultation and let’s create packaging that captivates your audience and drives results.
