When designing a package for food and beverage, a beautiful design will always appeal to shoppers, but a great design needs to do more. It needs to inform and motivate a sale, particularly in the nanosecond of consideration online. Carefully considering these factors for both packaging refreshes and new packaging will enhance unique brand identity and cement consumer loyalty.
Marketplace disruptions caused by the rapid growth in ecommerce and social media are posing major threats and opportunities for consumer package goods (CPG) companies. Designing innovative products and packages that delight consumers have always been important, but innovation today needs to be faster, more effective and less expensive than ever before. Strong marketing implementation has also always been important, but the complex environment today requires a highly efficient, integrated omnichannel approach. Technology can help enable these transformations.
As a packaging engineer, adapting to consumer preferences isn’t always easy, but if you can comprehend exactly what makes the difference in the consumer’s decision to buy or not buy, then you can identify cost-saving opportunities and sustainability improvements across the entire supply chain.
Data and insights on what shoppers like helps fuel innovative product designs with strong value propositions, but knowing how shoppers want to receive products is also a critical piece of the story. For example, shoppers are constantly gathering information when it comes to food and beverage packaging and with the rise of smartphones, shoppers are becoming curious about how they can use their phones to get more value out of packaging.
What can we learn from an early American businesswoman about the economic value of gaining insight into your packaging supply chain? Step across the narrow, 18th-century threshold of Betsy Ross’s operation in Philadelphia with me…
In this edition of Pack Snacks, Ashley Joyce speaks with X-Rite’s Printing and Portfolio Manager, Ray Cheydleur and VP, Brand Global Strategic Accounts, Cindy Cooperman about Nestlé’s former candy brands getting a new refresh, how speed to market is correlated to the ever-growing amount of indie and start-up beauty brands and how major brands are also looking to increase their new product roll-out to cash-in.
Esko held its’ 27th annual conference (EskoWorld) for Esko users on June 5-7 in San Antonio, Texas. Brand leaders, graphic and structural designers, trade shops, sign makers and packaging and label converters heard about trends shaping the industry, witnessed emerging technologies, shared ideas and gained product knowledge at the three-day event.
One of our editors, Ashley Joyce had the opportunity to speak with Chip Tonkin, Chair of the Graphic Communications Department and also Director of The Sonoco Institute of Packaging Design and Graphics at Clemson University. Prior to being at Clemson, he spent 13 years with International Paper. She also spoke with Jeff Rhodehamel, the Chair of Food, Nutrition and Packaging Sciences and Associate Director of The Sonoco Institute at Clemson University. Prior to Clemson, he worked at Cryovac Sealed Air for 18 years. Combined they both have a total of more than 45 years experience in packaging industry.
In our visual culture, color cosmetics are the epitome of self-expression, and emotions evoked through color cosmetics can range from absolute disgust all the way to pure unadulterated delight. Color choices, combinations and applications create the story for the consumer, and the dynamics of color are a very personal experience, as it easily changes the way you view yourself and how you present yourself to others.