Written by Carlos Herrero.
It will never hurt to insist on the need for experience to love a product or a brand.
It will never hurt to acknowledge that all human experience begins in the external senses and particularly in sight.
It will never hurt to repeat the popular saying that love comes through sight.
From the highest Aristotelian philosophy to popular wisdom, the importance of knowledge, appreciation and experience provided by sight is recognized.
Food delivery has improved dramatically during the pandemic. We have had wonderful learnings and some painful ones; but I think that packaging has shown us the importance of presenting a product to value and love a brand.
During the summer I had the opportunity to see the packaging of some luxury products from Louis Vuiton, Dolce Gabbana and Michael Kors. Impeccable. The packaging was as elegant and valuable as the products. And not only that, it added value to the product experience.
But not everything refers to luxury brands that live in glamor.
The packaging of Sushi Itto, El Farolito, the HUNAN restaurant and many others are a monument to the quality, practicality, care and value of the product.
The first impact of a product and a brand is its packaging. The great essences are presented, for example, in small bottles, as the popular saying goes.
Jose Cuervo is one of the companies that has worked the most on the quality and experience generated by its packaging. Seeing a bottle of Reserva de la Familia, a commemorative bottle of Tequila 1800 or a case of Tequila 1800 Cristalino, represents the gateway to the path of a great product. The success of combining art and product quality in the packaging of Reserva de la Familia, creates an experience that transforms the consumer experience in all corners of the world.
For this reason, the great perfumes are kept in bottles that play with a whole human experience from the optical approach. Victorious by Paco Rabanne, is one of the best examples. The presentation of the perfume in an award glass brings you closer to the experience of victory.
Packaging plays with vision but also with imagination and memory.
We normally think of sensory experience as referring to the five classical senses. But to these we must add the two inner senses (this is pure philosophy): imagination and memory. Imagination transports us out of time and memory connects us above all with the past and the immediate present.
Many times, we consider that we have already seen something in the past and it brings memories, situations, experiences in us. Sight frequently makes us fall into an eternal déjà vu that allows us to remember, knowing that remembering is always living.
The order in which cosmetics or healthy products are arranged shows the communication that the external presentation of the products can convey. The order, the attraction, the attention, the impact with which the packaging draws attention, shows the corporeity of which we are formed and the ability of sight to convince the brain of the values and benefits of a product.
It is very likely that for this reason, all of us who buy, but especially women, conserve the packaging with the same affection that the product is enjoyed.
All appraisal and understanding begins with sight. Love for a product or a brand has its origin in the eyes, which are the window to the soul and the beginning of knowledge.
The most valuable marketing experience begins with the enjoyment of the eyes that discover in a packaging the quality and power of a product that represents the values of a brand.
Much to value and much to learn in the science of packaging that is inserted into the great science of marketing.