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.
Blog
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.
The Nature of Sustainable Packaging
Whilst packaging is one of the largest industry sectors in the world, biodegradable packaging represents a meager percentage of this colossal market. Over the last decade however the global biodegradable packaging industry has finally seen a shift in paradigm and is now moving towards efficient and advanced packaging.
The Art of Competing as a Challenger brand
It is a fact of life that in any given category there can only be one leader, which by rights turns all other brands into challengers. Yet challenger brands are so much more than second best. For a start, one of their core qualities is their ability to give a sense of the people behind the brand. This human-to-human quality that shines through differs from the more traditional brand-to-consumer connection many major brands are built around.