It’s no secret that first impressions matter but they matter even more when it comes to engaging potential consumers. But custom packaging is so much more than just good branding and a shiny exterior. Packaging is a customers first engagement with a product and can mean the difference between brand loyalty and customer dissatisfaction.
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According to Chicago-based design and packaging firm PKG Brand Design, smart packaging can be many things. In general, it’s packaging that is functional, informative, easy to use, sustainable and able to enhance the product experience.
“The more of these criteria food packaging designs fulfill, the likelier the products will be a hit with consumers,” the company noted in a blog post.
Deloitte cited a MarketsandMarkets research report that put the global smart packaging market figure at $39.7 billion. This report projected a compound annual growth rate of 4.8% from 2014 to 2020. Others have been even more optimistic about growth, with Allied Market Research expecting a CAGR of 7.8% between 2014 and 2022 and a total global smart packaging market value of about $37.8 billion.
Industry leaders are increasingly considering smart packaging to transform supply chains, integrity and customer experience, Deloitte said. These packaging systems can monitor temperature, limit spoilage, extend shelf life, detect contamination and track a product from origin to final delivery. They can also play a role in reducing waste and enhancing sustainability — two elements that can bolster a product’s appeal.
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“A brand refresh can better attract grocery store shoppers at the shelf. But in the age of digital everything, it’s equally important that package design entice online and social media consumers seeking new products that can serve their dietary needs and instigate excitement. The following package design updates are intended to mobilize consumers across all platforms to make purchases, spark loyalty and communicate brand values.”
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“Packaging often brings to mind the Amazon-esque cardboard box, but this picture is fast changing. For small businesses, plain packaging represents a wasted opportunity to get your brand narrative out in front of consumers.
Custom branded packaging delivers a lasting impression to customers. It shows that you offer a premium experience, not just a product. Particularly for eCommerce companies, a great unboxing increases your interaction time with customers. This provides a critical window in which to build long-term loyalty to your brand. The power of social media has been the big instigator here. Grabbing attention on those endless newsfeeds is challenging. It requires creating a pitch for your brand’s ethos in a single image. You need to present a concise visual to your customer that explains why they should choose you over competitors. With 40% of consumers likely to share purchases on social media if they come in premium packaging, 2019 brings with it the greater recognition of packaging as a powerful marketing tool.
So-called ‘influencer packaging’ can now be seen across regular operations, a term coined from the curated approach to product presentation and packaging used in influencer campaigns. Bespoke gift-wrapping, handwritten notes and gift with purchase are becoming expected by consumers, especially within lifestyle industries such as fashion and cosmetics. The beauty advent calendar craze of the last holiday season is proof of how much consumers are engaging with this approach.
In sum, packaging is now a central tool in the marketing toolkit. It makes yourself memorable to consumers, tells your brand’s story, and increases your credibility – all in the one box. ”
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As Augmented reality and the virtual world begin to take over, how do traditional retailers and co-packers remain relevant?
“The ability to interact with a product is not simply a gimmick or a novelty but is fast becoming a driver of consumer loyalty and sales growth. In fact, business consultants Frost and Sullivan have projected that by 2020 customer experience will overtake price and product as a key brand differentiator.”
According to Smithers Pira (smitherspira.com), the combined active and intelligent packaging market is forecast to grow at an annual average rate of 5.9 percent, hitting $7.56 billion by 2023. Although active packaging is a mature market and shows slower growth, its counterpart is at a developmental stage. The research firm says that five trends are pushing brands toward intelligent packaging:
- Consumer engagement through smart packaging
- Smart phones for brand protection
- Printed electronics for packaging
- Food waste and food energy
- Pharmaceuticals traceability regulation
AIPI’s Manly adds that brands are realizing the potential of their packaging as a marketing tool. “We see a lot more AR and VR coming on stream in 2019. With Apple’s new phones now being NFC-enabled, this whole area is set to explode as the number of users is huge and global.”
The expansion of e-commerce is making it easier to sell fake products, which means the need to authenticate products is even greater, he says. The regulatory landscape is also changing, as the FDA and DCA laws come into force in the EU and USA this year.
The AIPI has seen more interest from retailers regarding active packaging, as the universal need for less waste grows and the regulators start to “circle the wagons.” According to Manly, the biggest opportunity is in changing the way consumers use packaging and engage with the product (brand) through it. The following are a few examples of active and intelligent packaging solutions on the market today.
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© 2017 BLOOMBERG FINANCE LP, Oui brand French style yogurt
While consumers anticipate the latest food trends in the new year; how food is packaged and presented is important as well. Consumer Packaged Goods (CPG) trends for 2019 will help shape food shopping habits, purchases and consumption. From transparent packaging to seaweed delivery systems, food packaging gives consumers gifts in 2019 with ever-evolving new technologies, innovations and products.
Shoppers are exploring new packaging alternatives like edible fruit straws or the simple return to more familiar packaging options like glass and transparent containers. While consumers may not always consider the “how” of food packaging, 2019 looks to be a year when packaging is a focus. As CPG moves into 2019, innovation and practicality will work together to create packaging that is more appealing, functional and sustainable.
In 2019, a continued transparency in food packaging is seen as trending again. Going beyond just the listed ingredients on the label, consumers also want to see the physical product before purchase. Yogurt maker Yoplait took the yogurt market by storm with its Ouiglass yogurt containers showcasing their product in a return to simple glass containers. That trend toward clear glass, plastic containers or transparent window packaging will be big in 2019’s CPG.
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When we came across this top 50 list at Canva.com we knew we needed to share it!
“Think about your most recent purchase.
Why did you purchase that specific brand? Was it an impulse buy, or something you genuinely needed?
Now that you’re thinking about it, odds are, you bought it because it was interesting. Yes, you may have needed shampoo, but did you need that specific brand? The one with the sleek, expensive looking bottle? No, but you bought it because you thought it would make you feel fancy, even if it’s the same product as what’s in the discount bin.
This is the purpose of packaging. Packaging, when done correctly and creatively, is ultimately what sells your product. It’s more than just putting your logo on a package. It draws attention, sends a message, and makes consumers feel a certain way.
Knowing how to make your product stand out amongst all the others on the shelves can be hard, so take a look at these 50 creative and unique packaging examples and tips to draw inspiration and learn how to make your packaging appeal to the masses.”
Check out those top Fifty here: Canva Inspiration!