In the age of product and information overload, packaging creators must find ways to not only step up their game in terms of content, but also set their work apart by developing creative packaging strategies. Meanwhile, there is no doubt that packaging designs have emerged as an extension of the brands or products themselves. Looking back, we can see how within the wink of an eye, packaging has become a key motivator in the consumers’ purchase decision process.
In order to identify what makes a packaging authentic, we had our Design Team interviewed. To sum everything up, the following paragraphs detail the most relevant conclusions of the discussion.
Firstly, almost the whole team agreed that the level to which customers are now overwhelmed with advertising is such that it is damaging people’s trust in brands.
Javi Pernas, our Creative Director, says that “a packaging is authentic when you instantly associate it with a brand”. According to him, a packaging is easily recognizable when both the structure (the form of the packaging) and graphic composition of the product are strategically thought out. For him there is still room for innovation, as he thinks that we are yet to run out of things to invent. “We all are inspired by each other, especially as trends shift every now and then: designers and their work are like a tree, with lots of branches and roots” he concluded.
As gaining trust and loyalty has become a challenge for marketers, some brands don’t know what type of approach to use, debating the relative merits of being creative or keeping it informative. He and the whole team agreed that packaging designs must be able to clearly communicate and emphasize the product and brand benefit. The key is not only to provide specific and functional information about the product, but also wrap it up in a creative and unique design as at our award-winning packaging design for Kulta Katriina Plus.
For Anna Garcia, one of our top designers, the authenticity of packaging is linked to sustainability and renewable materials. “Naturally derived material will play a key role in the industry” she added. She reckons that graphic designers will be challenged to create appealing and aesthetically pleasing designs, while mastering those new procedures. Lastly, she also agreed that minimalism and austerity would have a huge impact on the design and appearance of these products.
Corinne Carbonell, another one of our top designers, carried on by saying that personalized packaging will play an important role in the industry. This is largely because packaging might be the first time the customer interacts with the brand. “We must nourish the brand-experience. Consumers must feel special and unique” she stated. According to her, serving as social bait, personalized packaging encourages consumers to talk about the product on social media, creating more intimacy and connection with the brand.
All in all, we couldn’t finish without mentioning the disruptive strategy of “Intelligence packaging”. For instance, there are wrappers that contain technology, such as NFC tags or printed QR codes that can be scanned by smartphones to give consumers a better understanding of the brand.
And you, what do you think it’s the most strong point to create an authentic packaging? At Pointbleu Design, we look forward to hearing from you.