CRAFTY PACKAGING

CRAFTY PACKAGING

1. silent but persuasive salesman

   • Louis Cheskin
     • pioneer
       • studied people's emotional response
         • to packaging
           • since 1930
             • experiment proved
               • most consumers
                 • transferred the sensation
                   • from the container
                     • to its content
                   • to its content
                   • Sensation Transference
     • specialist in
       • the psychology of marketing

2. power of a packet

   • may depend on
     • a resolution of opposites
       • agressiveness required
         • vs.
           • the need to appear
             • soft
             • unagressive
             • to go home
         • to get noticed
         • ex. pointed figures
   • Colour
     • presents a different dilemma
       • ex. yellow
         • negative connotation

3. Stan Gross

   • marketing consultant
   • "the package screams
     • but to your inner mind"
       • experiment
         • to elicit inner prerational responses
         • based on playfulness
           • it bypasses rational judgement
           • it gets true reactions

4. psychological marketers know

   • they deal with
     • fears
     • desires
       • go deeper
         • people know
           • they won't fulfil their deepest wants
           • buying is a way of coping
           • purchases are empty symbols
             • but
               • they satisfy us

5. A leading package-designing firm

   • designs packages
     • for forthcoming products
       • they are
         • tested
           • and then
             • developed
         • refined