Fancy tins can play a significant role in the packaging of luxury foods and cosmetics. In both industries emotional content must be part of the package. Designers of these elegant and sometimes elaborate metal containers need to consider consumer psychology research on how "product emotions" are fundamental in packaging design for connecting with target consumers.
Nature of Emotional Response in Branding
The concept of product emotions revolves around the fact that consumers make purchasing selections partly based on their emotional experiences of the past, either with the brand or the values it conveys. Fancy tins, which come in various shapes, sizes and designs, add to the emotional connection between brand and consumer.
Every package designer must understand how design techniques trigger emotional response in consumer behavior. At the same time, it's crucial to note that no two individuals feel exactly the same way about any given brand, product or fancy tin design. In many cases, people experience multiple feelings for any given item on retail shelves. The following five product emotions should be noted in the development of fancy tin artistry.
Instrumental Product Emotions
Successful products are those that solve problems for individuals or bring satisfaction in some way, making them instrumental to achieving happy experiences. Regardless of the food or cosmetics inside a fancy tin container, the metal itself is instrumental in preserving the product's quality. So part of the joy a person feels when they purchase such an item, is the uplifting revelation that they've brought something fresh into their lives. The factors of appearance, price and packaging each contribute to influencing a perception that correlates with personal values. The result of this process translates into emotional satisfaction.
Aesthetic Product Emotions
Many fancy tins for foods and cosmetics rely on appealing to the senses of sight, touch, smell, taste and hearing. These elements each serve as channels for evaluating a product's overall aesthetics, especially the visual aspect. Even though the product is what people consume, the packaging is what gives final legitimacy to their purchasing decision.
Consumers, for example, who want fresh food or cosmetics, are unlikely to buy such items without packaging, which would hinder the freshness. Nor would they want the items if the packaging seemed weak in some way. Tinplate has airtight qualities that ensure freshness, which boosts its credibility for embracing the value of freshness.
Without the confirmation of a protective container, the aesthetics of the design might not even matter to most consumers. Otherwise, a trustworthy container opens the next door of judgment, which includes color and style, along with the emotions and attitudes the package conveys. Aesthetics is a topic that matters on at least two levels: capturing attention in a store and complementing the product's values with delightful imagery.
Social Product Emotions
Another factor in the consumer considerations of fancy tins is how the product and package design reflect morals and social concerns. If a person has traditional values, they may not be attracted to a package that challenges the status quo. Every individual has their own moral code, but it's usually consistent to a degree with broader cultural themes.
The issue of sustainability has increasingly grown in global importance, which has accented the concerns of moral responsibility associated with mass production and packaging. A growing percentage of consumers want to buy items that don't go to waste. Fancy tins are favored as sustainable containers because many of them can be used for other purposes once the product has been consumed. Tin is also easy to recycle.
Surprise Product Emotions
The element of surprise is part of what makes fancy tins compelling for special occasions. When someone gives a gift to another, they want it to be a surprise, not so much an ordinary extension to everyday life. Fancy tins can be eye-catching in many ways since any color is enhanced by the shiny and reflective aspects of tin. By definition, if the container is too generic, it's not really a fancy tin at all, regardless of the material.
Interest Product Emotions
Finally, interest product emotions are those that raise curiosity or correspond with a consumer's understanding of the world. These emotions trigger a feeling of exploration into challenge or promise. They stimulate imagery of moving forward on a path of motivation. Fancy tins inspire people to learn what's inside the box and how it can improve their lives. They also contribute to perceptions on the initial value and expectations of the product's challenge or promise, along with weighing potential risk vs. reward.
Understanding of product emotions are vital to the success of fancy tins or any other types of packaging. The key to making fancy tins part of the selling point is to be imaginative and traditional enough to evoke memories of pleasant experiences.
References and Further Reading
- More articles on Fancy Tins (2019 - today), by Alex Cosper et al.
- Read more on Luxury Packaging (2017 - today), by Alex Cosper
- “My Grandfather kept one of these tins on top of the bookshelf”: Consumers’ recalled experiences involving packaging (2016), by Toni Ryynänen , Markus Joutsela , Visa Heinonen, Qualitative Market Research, ISSN: 1352-2752
- From Disgust to Desire: How Products Elicit Our Emotions (2004), by Pieter M. A. Desmet, in Design and Emotions, edited by Dena McDonagh et al., page 8.
- Definition: Luxury Foodstuffs (retrieved 17.10.2017), Wikidata
- Luxury branding: the industry, trends and future conceptualisations (2015), by Yuri Seo and Margo Buchanan-Oliver
- Food packaging: The medium is the message (2010), by Corinna Hawkes
- More articles on Chocolates , Biscuits and Confectionery packaging, by Alex Cosper and Dawn M. Turner
- Multisensory design: Reaching out to touch the consumer (2011) by Charles Spence and Alberto Gallace
- Assessing the influence of the color of the plate on 2 the perception of a complex food in a restaurant setting (2013), by Betina Piqueras-Fiszman, Agnes Giboreau and Charles Spence
- Does the weight of the dish influence our perception of food? (2011), by Betina Piqueras-Fiszman, Vanessa Harrar, Jorge Alcaide and Charles Spence
- The weight of the container influences expected satiety, perceived density and subsequent expected fullness (2011), by
Betina Piqueras-Fiszman and Charles Spence