In today's competitive market it's not enough to simply have a
recognised brand: a great illustration, a powerful unique selling point
or a low price. Today's consumers are far savvier than ever before and
they want to know more about the story behind the product or brand, its
provenance and ethics.
When it comes to packaging design, there's no one design that
fits all. Every product and its key consumers have different needs and
wants, so, as a packaging designer I must be flexible, open minded and
able to see things though consumers’ eyes.
My job is to communicate this story be it verbally, visually,
symbolically or structurally. A good example of visual and verbal story
telling can be found in Sainsbury's 'Taste the Difference’ range or
Walkers 'Sensations' crisps. Through the use of appetising visual
imagery and clever use of verbal brand names they both tell the story of
a product from its natural beginnings to its tempting delicious
outcome. Sainsbury's 'Be Good To Yourself’ takes this idea one step
further by expanding its story, informing the consumer it has 5% less
fat or has extra vitamins and minerals, thus giving it an extra point of
expect to be informed and therefore make an informed choice.
Strong contenders in today's market for symbolic story telling can
also be found in the use of Fair Trade or animal welfare endorsements
and logos. Be it food, clothing or white goods, consumers expect to be
informed and therefore make an informed choice.
Regarding structural story telling, consumer trends are slowly moving
away from the over packaged product especially in the food and clothing
sectors. People are becoming more environmentally aware and research
shows that when it comes to packaging the consumer mind set appreciates a
‘less is more’ approach. This in turn is bringing about new and
exciting challenges for us and our clients.
Always working on smarter and more efficient ways to package
and present goods, helping our clients achieve more for less, fully
conscious of resources and consumer expectations, every challenge is an
opportunity for innovation and we love a challenge!