Kansei focuses on how consumers feel about a product early on in the design process, and then attempts to translate those emotions into a physical form. The food company intends to use the technique on its products as well as brand packaging.
Nestle, which has hired more than 20 designers across its global offices to work on the project, has already used the technique in the recent redesign of its Black Magic chocolate box, and now intends to increase its use in the future.
Japanese car companies including Mazda and Toyota have used kansei in the past.
'The kansei methodology enables us to go into the mind of the consumer at an early stage,' said Ben Mortimer, senior designer at Nestle. 'Kansei gives everyone on the team a clear idea of what a design's success would be before we even start the process.'
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