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The market is
flooded with so many information everyday. As a result, consumers are getting
tired of digesting new information.
“Story telling” is one of the hottest marketing tactic
that reflects this social trend.
Story telling products try to develop emotional appeal to the
consumers by adopting package design, product name, or advertisement of
certain theme to increase the likelihood of the product being accepted or
remembered by the target consumers.
For example, this Denmark Mocha Latte newly launched by DongWon Dairy
Food has a painting by Modiliani, a Danish painter, on the front label with
additional stories about the painter’s life on the side label. Another example is “Rolli
Polli”, a newly open Sushi restaurant in Seoul that target young consumers. The interior design of the restaurant,
including the miniature home shown here, tries to deliver a story about a
couple who accidentally met in a car accident and got developed into lovers. These stories presented may look
totally unrelated to the function or nature of the subject product, but the
Korean consumers have welcomed this emotional approach as they found it
appealing, fun, and humane.
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