Ready and packed
I’ve been on a period of fairly continuous present buying over the last month. This time, more than normal, I have actively sought out meaningful gifts, and found this particular shopping shift started earlier as I was looking for things those receiving presents could look forward to. It’s safe to say I buy far too much based on the way something looks, especially when it comes to food packaging and although not everyone is as easily persuaded, it plays a massive part in the reason we buy products, I believe.
I have noted how an eye-catching label or a useful and clever package helps create an impression that one is unlikely to forget.
Although ecommerce is quickly becoming the norm, product packaging and product packaging design still matter.
Whether buying gifts that friends and family may receive via the internet, and ultimately the mail, or in a brick-and-mortar store, creative packaging design can do wonders for the impression I wish to make.
Antalis announcing the winners of the ‘Smart Luxury Packaging: Drinks sector’ competition in collaboration with Norwich University of the Arts only pressed home the importance of packaging, and creative packaging at that, even more.
The competition invited students to explore high-end drink sector brands and to design limited, luxury packaging to promote their own brand concept. Winning projects were selected from submissions by students at Norwich University of the Arts, by an esteemed panel of judges.
The Smart Luxury Packaging: Drinks Sector brief was judged according to criteria including design, recognising opportunity, impact, commercial viability, brand strength, and presentation.
It’s amazing how these factors come together when you’re looking for that personal touch. Post purchase, I find myself reflecting on how important it is for companies to consider what their product is, who their customers are, and what is going to motivate those customers (like me) to buy their product.
I did find unappealing packaging and labelling design is a deterrent from choosing a product. More pointedly, with hundreds of products to choose from, it’s important for companies to ensure their product stands out. Common packaging or labelling that help a product stand out on the shelves include readable text, attractive colours, intriguing graphics, and adequate product information.
I find it fascinating to see the end result and to wonder how the packaging and labelling design came about. Creating eye-catching packaging design that suits the product, stands out on crowded shelves, and doesn’t cost a fortune to produce is a real challenge. And now more than ever, there’s the concern of environmental impact. Throw in a challenging economic landscape for retailers, and it’s safe to say packaging design has many aims to satisfy.
I congratulate the winning students and all those that took part in their achievements. I marvel at their creations. Design is constantly evolving to meet the current needs and beliefs of consumers and our wider culture. The winners’ list showcases innovative and inspirational packaging design examples. They all make use of trends within the industry and understand both what we want and need as consumers.
The main aim is to ensure a product stands out amongst the crowd. This list is isn’t in any particular order and showcases just a few of the innovative and inspirational packaging design examples I have seen so far this year. They all make use of trends within the industry and understand both what we want and need as consumers.
- Rodney Jack, editor, Food & Drink Technology.
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