Big brands emphasize their value, dominance, and market power through the strength of packaging. In this case, for example, brands such as Evian –which this year launches its 2013 special edition packaging “Love is Life” – in 2008 began its “Special Editions” by great designers such as Issey Miyake, Paul Smith, Jean Paul Gaultier, Christian Lacroix and André Courrèges. For 2013 it continues its line with the participation of fashion designer Diane von Fustenberg: a endorsment that increases the perceived value of the brand with the exclusive symbol of the artistic and fashion world.Louis Cheskin, marketing innovator and clinical psychologist of the 20th century, stressed the importance of packaging for the products and therefore for the brands in their “transfer of sensations” proposal. Cheskin discovered that the consumer tends to “transfer” perceived values and criteria from the packaging to the product itself: the packaging transmits characteristics to the product per se, (“The product is impregnated with packaging“) Where a product with a higher price and / or visual appeal, can be perceived as better or superior quality only by the” feeling “emitted from the packaging.
The transfer of sensations is a concept similar to the “Halo effect” in psychology, where the consumer “permeates” the product (therefore the brand) with everything that surrounds it (colors, shapes, symbols); in this case the packaging It is the most direct and real link that consumers have with brands, because the packaging It works as a “sideboard” of them (since brands are a concept in the consumer’s mind).
The exclusivity of fashion in the packaging
The Evian brand capitalizes on the “transfer of sensations” by launching special editions designed by design and fashion celebrities: 10 million special edition bottles in 150 countries is no luck. It is work behind the brand. Other brands that have made use of this resource are Chivas Regal or Martell.
Here we leave you the six Evian creations of the leading designers: Issey Miyake, Paul Smith, Jean Paul Gaultier, Christian Lacroix, André Courrèges and now with Diane von Furstenberg. The clear example of a company that exploits the persuasive power of a packaging and the freemind as a display of creative talent.
Paul Smith (2008)