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For the design of the packaging of aristocrazy, the youngest and chic Spanish jewellery brand, I designed a family of packaging according to the luxury accessories they sell. Its packaging is made of cardboard with laminated texture and a cotton bow that blurring its brand. The packaging has an unintuitive closure, so customers bring it upside down when they want to change or return the product. This was why the brand is no longer visible, but the box is shown at the rear.
To design this packaging I wanted to do it in a different and scientific way, so I performed a study in which I evaluated the actual packaging versus other brands boxes such as Cartier, Tiffany, Rabat, Carolina Herrera ...
The experiment was performed at LENI (European Laboratory of Immersive Neurotechnologies) at the Polytechnic University of Valencia. I used technologies such as Eye Tracking that are used to measure the time to first fixation and heat maps, Facial coding to measure emotions, Sensor Electrodermal Activity to measure excitation, and EEG (Electroencephalography) to measure the the engagement of each packaging. We obtained metrics for factors such as curved edges versus sharp edges, the best logo location at the box, more attractive texture for the user, the most intuitive opening and expectant packaging, fabric of bow ( silk, grosgrain, velvet, cotton...) more associative to the brand.
After receiving the positive results, I designed three packages combining the characteristics obtained at the study and reassessed them through Eye Tracking.
After obtaining the latest data from the study that gave us the diagonal opening package as more attractive to the user, that logo is easily visible at the top of the box, that polyskin has a nice touch... I made the design of a packaging family for each type of product based on this.
This is the first worldwide study that combines these techniques of unconscious evaluation of customer opinion for the design of luxury sector packaging, so we wrote two papers for scientific magazines.
Buying a product is an emotional act, so let's design to excite.
