Brand is a sum of experiences that customers have with what you are making
The Print Business Outlook Conference 2018, organized past NPES and Telangana Starting time Printers Association (TOPA) and held in Hyderabad on 11 March, saw some interesting presentations on packaging design, how it influences consumer behavior and some of the trends dominating the packaging design space. Alex Heart, design director, the Coca-Cola Visitor spoke well-nigh his experience in the packaging design industry and where is it headed. Middle has spent most of his professional career being artistic on behalf of the beverage brand Vitaminwater, which was bought over by Coca-Cola Company for US$ iv.ane billion in 2007.
Co-ordinate to Center, branding is a feeling well-nigh a production. "Information technology is a sum of every single experience that customers have with what y'all are making," he says, adding that a designer's job is to influence the feeling that customers have well-nigh a brand. He cited the case of Vitaminwater, which according to him is an astonishing case written report on how the power of packaging can exist used to build a relationship with people.
"Vitaminwater packaging designs have tried to convey what they would do for you rather than tell what the content tastes like. And so, they take been named Focus, Energy or Revive rather than orange or fruit punch or lemon. This helps customers figure out how these brands fit into their lives," Center says.
He stresses that brand personality is very important because supermarket shelf is getting very crowded. "In that location are a number of options and that is when the personality of packaging becomes important," he shares.
While last his presentation, Middle highlighted a couple of points. He said that packaging designers are existence put into positions of ability with an aim to accept a cohesive brand experience. "A lot of companies are now appointing chief blueprint officers," he says. He also believes that packaging designs will gradually first catering to individuals rather than the masses.
Paul Jenkins, founder and managing managing director, The Packhub
Packaging innovative trends
An every bit interesting presentation was delivered by Paul Jenkins, founder and director, The Packhub. He began by highlighting packaging innovative trends such as growing need for on-the-go packaging, added functionality, personalization and sustainability, amongst others.
Demand for take hold of and go packaging is increasing because the share of take hold of and go snacks is increasing in overall snacks segment as repast times and places are getting increasingly blurred with continued growth in 24 x 7 lifestyle. Brands are at present offering added functionality in their packaging every bit technological advances are assuasive them to offer more through packaging to create a point of difference over retail own brand products, Jenkins says. Also, more than discerning consumers wait packaging to deliver more than added value and better functionality.
One of the biggest reasons that brands are now increasingly looking for personalization through brand design is considering the millennials pushing the agenda—me, me, me, Jenkins argues. Also, digital revolution is opening upwardly opportunities in terms of print and platform to create. Sustainability is some other important trend that will bulldoze brand design as consumers are becoming sensitive most environmental issues. "The global market for sustainable packaging is forecast to reach US$ 244 billion by 2018," he says.
Leveraging packaging blueprint
While Eye and Jenkins talked nigh broader trends and developments in the packaging design space, Manoj Kulkarni from Neilson Company spoke near how companies and brands are unable to fully utilize the ability of packaging pattern and how this can exist corrected.
Citing a study washed by Neilson on packaging design, Kulkarni says that xc% of redesigns fail to evangelize meaningful sales improvement for the brand and l% of the fourth dimension, package redesigns fail to exam equal to or better than the electric current product on shelf. There are various reasons for this. Designers say that the most interesting design routes oft become cut because the client is wary of the risks involved. Brands say that they love to take more artistic risks but don't take a way to know if consumers volition let them to take the creative risks. According to Kulkarni, some mutual frustrations are that the blueprint is too subjective or also political or too expensive or that the process is besides long.
One of the measures that can be adopted to correct this is that the number of designs considered in market assessment goes up, which can upwards the performance on packaging fundamentals. In conclusion Kulkarni said that other measures that tin can be employed to unlock packaging performance are: agreement consumer trends, ensuring creative freedom, leveraging technological advocacy, include consumer stance at an early stage and make packaging look like a million bucks.
Source: https://packagingsouthasia.com/supply-chain-function/design-marketing/brand-is-a-sum-of-experiences-that-customers-have-with-what-you-are-making/
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