Nestlé has adopted a Japanese design philosophy to develop packaging that creates and builds on an emotional attachment between consumers and products.

“The Kansei method focuses on how consumers feel about a product idea very early on in the design process,” a spokesperson for the food group revealed.

“The gathered data is then translated into a physical design that satisfies these emotional needs. The idea can be seen in Nestle products such as the recently re-designed Black Magic chocolate box,” the spokesperson told just-food.

According to Kansei, certain shapes and colours communicate to the consumer in the same way as the use of words like “premium” create an idea of a product’s positioning.