Andrea Aldana

Mariana Arias
Bubbly
Fabiana Califa
MULTISENSORY PRODUCT

DESIGN

Four Moments Of
Experience: Milka Laura Corredor

Juliana Pinzón

María José Vera

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“The design of a package with unique colors is used

to generate an identity for brands, so that their

customers can identify it more quickly in supermarket

gondolas and also to generate a deeper connection,

identify with them and continue to prefer them”.

(Rojas Muñoz, 2017)

(Milka, 2020)

Actually, purple or violet is a key component of brand identity of Milka. When people see

that color  in a chocolate section immediately relate it with the brand.The purple color is

inspired by the company's saying "familiarize yourself with what is strange, make strange

what is familiar." (Milka, 2013)

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“The understanding of the symbols (colors, logos and

shapes) used by product packaging is closely related to

the importance that the product has for the person.

Therefore, the ability to identify the product correctly

depends on the involvement or familiarity with the

product category.” (Arboleda Arango, 2008)

(Milka, 2020)

The cow represents not only the identity of the chocolate brand, but an emblem for the

current society in which we live, also quality, sympathy, credibility and joviality. (Milka,

2013)
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The combination associated with the animal and color

represent the values of the brand, such as tenderness and

sweetness: “In the Alps the air is purer, the water more

transparent and the meadows greener. That is why their

cows provide a higher quality milk. And a quality milk gives a

softer and creamier chocolate. ” (Milka, 2013)

(Milka, 2020)

As you can see in the packaging Milka is easily related to the product category. Its

packaging makes the product stand out and can be identified easily and quickly against the

competition due to its color and its pet slogan.

 Buy
Purple or violet is a hue associated with

luxury, wealth and premium products

(Cerrato, 2012, p.13). Additionally,

pastel or high-value hues generate a

feeling of greater size (Fantoni, 2003, p.

82).
(Milka, 2020)

Imagery must be used properly and congruently in order to

communicate the properties of the product and the personality of the

brand. It is important to use images with global meanings (Klimchuk &

Krasovec, 2012, p.91).

 Use/Consume
The packaging format is associated not only
with the roundness vs. angularity of the
packaging itself, but also with the
roundness / angularity of the label / logo or
Furthermore, packaging refers to the inner even the type of lyrics (Velasco et al., 2015)
packaging or product packaging, such as the
shape, color, form, and texture. This is directly
related to the consumption packaging, which
mostly affects consumers at the time of
consumption, typically, the inner packaging.
(Krishna et al., 2017).
Use/Consume

(Milka, 2020)
Milka bubbly packaging is a primary packaging, since it is in direct contact with the product,

it is responsible for maintaining the product from its creation until it reaches the consumer,

the primary packaging must be resistant to handling, transport and distribution of the

product (Procolombia, 2020).

Rounded objects generate a smooth and fluid interaction (Arnheim, 1974; van Rompay and

Ludden, 2015; Zhang, Feick and Price, 2006 in van Rompay et al, 2017)
Discard/Disconnect

Sustainable packaging should be considered by brands a comptetitive advantage

considering that consumers are being concious about the environmental change.

Milka bubbly packaging will have a positive impact taking into account that this type of

packaging nowadays is produced by implementing sustainable resources since this year and

in a future it is expected to be made 100% with recycled material (Mondel ēz, 2020)
 References
Cerrato, H. (2012). The meaning of colors. The Graphic Designer, (pp. 4-29).
Fantoni, A. L. C. (2003). Envase y Embalaje: (La Venta Silenciosa). ESIC Editorial. (pp. 13-293).
Klimchuk, M., Krasovec, S. (2012). Packaging Design: Successful Product Branding From Concept to Shelf. John Wiley &
Sons, Inc.
Krishna, A., Lwin,  M. O. & Morri, M. (2010). Product Scent and Memory. Journal of Consumer Research, 37(1), 57.
https://doi-org.ez.unisabana.edu.co/10.1086/649909
Procolombia (2020). Manual de empaque y embalaje para exportación. Retrieved 3 February 2020, from
https://procolombia.co/sites/default/files/manual_de_empaque_y_embalaje_para_exportacion.pdf
Salgado-Montejo, A., Velasco, C., Ariza, L., Salgado, R., & Moreno, A. M. (2017). The Four Moments of Experience
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Publishing Series in Food Science
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