Ted Mininni is president of Design Force Inc., a leading package and licensing program design consultancy to the consumer product and entertainment industries. He can be reached at 856-810-2277. Mininni blogs about package and licensing program design at www.designforceinc.com
Less is more. There’s a great deal of insight in that statement. We, as package designers, understand that clarity and simplicity help consumers to hone in on specific brands to the exclusion of everything else.
Live experiences can be compelling and memorable, and they have the power to stimulate strong emotional connections. The implications for brands and licensed properties are huge because today’s consumers want to do more than purchase products and services.
What if your packaging was the only marketing tool your brand had? For many startups and small companies unable to afford advertising, this is exactly the case. And do you know what? That’s a good thing.
Recent marketing research has revealed that Millennials aren’t especially brand conscious or brand loyal. But that might be a bit misleading, since kids have always been skeptical about consumer product marketing, especially hard-sell tactics.