Packaging has been the silent sales tool for many years, proudly marketing the product it protects, subconsciously delivering core brand values to the consumer. The relationship between the consumer and the packaging on shelf is clear - it needs to perform in amongst saturated brand noise, deliver a quality experience when in the hand, making it into the basket and ultimately home. However, today the consumer journey often starts digitally online, which challenges the product and brand experience in different ways to the on shelf battle.
How to Approach “Right First Time” Artwork and Create Time and Cost Efficiency
Packaging and artwork management has become a particularly complicated process in many large businesses. Consumers and legislators have become more demanding for products and packaging that meet their expectations for quality, cost and social responsibility. In addition to this, revenue and margin can quickly dissipate as new buying patterns emerge and mature more quickly than ever before. As a result, retailers and brand owners require improved methods to run their packaging and artwork development processes if they are to reach their objectives.
Balancing brand cues with on-shelf standout
As consumers, packaging is something which we tend to take for granted. It protects and delivers the product we are purchasing, at times we keep it long enough to dispense the product and ensure its freshness.
The New Frontier of Packaging
The continuing fragmentation of consumer markets as a result of rapidly changing attitudes toward products and brands has forced companies to shift their approach to both product distribution and communications.