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06
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Top Shelf: Packaging the Allure

Written by in Color & Texture, Packaging

Luxurious Packaging:
If It Looks Good, Buy It.

Where packaging was first brought about because of necessity—protecting contents for distribution—today it carries ever-increasing responsibility. It is more about meeting the needs and desires of consumers—essentially it’s about the brand.

Consumers spend more time interacting with packaging than any other form of communication design. From retail, beverage and electronics to cosmetics and fragrances, this is when decisions are made and whether in stores or online—packaging plays a huge role.

Jason-Wedekind-packaging-petal-leaf

Petal & Leaf, Genghis Kern Letterpress & Design,
Neenah Environment Folding Board 100 PC 18pt.

“We as designers need to make it easier for them to choose. Time and energy spent up front on building strong positioning strategy is essential in creating products that sell to their fullest potential,” says Eric Thoelke, principal and creative director of St. Louis, Missouri-based TOKY Branding Design.[i]

Jason-Wedekind-packaging-petal-leaf

Petal & Leaf, Genghis Kern Letterpress & Design,
Neenah Environment Folding Board 100 PC 18pt.

Clients and designers consider the shelf ground zero for packaging. Standing out from the competition is key, but that is only part of the story. Brands need to communicate the why for the customer. “Everything about the brands’ positioning has to be credible and the product needs to live up to the consumers’ expectations,” says Phillipe Becker of Sterling Becker. “We are always seeking what is unique about our clients’ product or story. What can we say that no one else can? What is the heart and soul of the product or experience?”

berkeley-soap-packaging

Berkeley Soaply, Genghis Kern Letterpress & Design,
Neenah Lettra Fluorescent White 110C.

This why-to-buy packaging strategy applies to four key industries that will be the focus of future articles on Against the Grain: Cosmetic & Fragrances; Wine, Spirits & Craft Beers; Consumer Electronics; and Retail.

 


[i] Packaging: Design on the Frontline by Rebecca Bedrossian, Communication Arts: http://www.commarts.com/curated/packaging-design.html