Marketers are fond of saying “What’s old is new again.” These marketers are referring to wistful consumers who associate retro brand packaging with a sense of nostalgia—a recalling of simpler, less complicated times.
Counterfeiting is a worldwide epidemic that is becoming increasingly difficult for luxury brands to ignore. In 2016, U.S. law enforcement agencies seized 31,560 shipments containing counterfeit goods at a value of $1.4 billion had they been genuine.
Adobe, the design software giant, recently conducted research to understand packaging from the designer’s perspective. Turns out, designers care about two things: 1) a focus on 3D design and 2) how quickly a job can be completed so that more content can be created.
Consumer packaged goods companies (CPGs) are continually searching for effective ways to break through the clutter and connect with consumers. Packaging is the one medium they can count on to provide consistency, clarity and reach in achieving that objective.
It’s no secret that global brands can spend millions on branding, packaging and marketing campaigns while brokering deals with retailers to secure premium retail positioning. Global brands have long enjoyed all the benefits of mass production such as cheaper unit costs, bulk distribution and the ability to dominate shelf space through sheer volume, all of which are typically out of reach for smaller local businesses.
How does one create luxury? Many beauty brands use packaging to convey prestige and add value to their products. A comparison of leaders in the category reveals similar strategies for materials, shapes, color, typography and imagery.
Touch. A sense so seemingly simple that its influence is often overlooked. But when it comes to products, touch has the power to influence decisions, change emotions and summon memories. The singular moment a consumer touches your product for the first time sets a precedent for how he or she will relate to your brand.
The explosive growth of online shopping has revolutionized the world of retailing. Clearly, this trend will only continue, creating some uncomfortable disruptions along with tremendous opportunities for retailers, manufacturers and consumers.
Imagine a customer standing in the frozen food aisle staring at broccoli and corn. Without loyalty or preference for any one item, she needs to choose. Brand perception will likely play a big role in her decision. Chances are good the packaging will, too.