 |
Image source : http://www.core77.com/posts/20350/core77-design-
award-2011-puma-clever-little-bag-winner-for-packaging-20350
|
In my earlier post ‘Do you ‘Identify’ the ‘Brand’?’ we saw that how a brand develops its
identity to communicate its values to consumer. One strong element in this
communication is ‘Packaging’ of the products that the Brand offers. ‘Packaging’
is a medium through which a product is delivered to the end consumer. In
nutshell it is the container (bottle/box/plastic wrap/can....) in which the product
is protected through it’s journey from factory to the end customer. As the
product may or may not be visible from the pack, the graphics on surface of the
pack communicates with the consumer what lies inside. Hence design of packaging
is an opportunity for brands to distinguish their product from competition at the point of sale. It is much more than the action of mere packing of the product.
http://pediaa.com/difference-between-packing-and-packaging/
This link highlights the difference between packing and packaging.
As I had mentioned
earlier that design is everywhere, we can see application of packaging design
all around, more with our modern urban lifestyle. It’s there in food and
beverages, grocery, clothing, cosmetics, medicines, toiletries, stationary,
gadgets, jewellery, footwear. Almost everything that you buy is packaged.
The basic purpose
of the packaging is to deliver the product to end customer without any damage
from where it is manufactured. Though it
looks a simple job it has many criterions to satisfy to be termed as a
successful package.
The pack has to be
structurally strong to protect inside product from any damage or leakage (In
case of liquids) throughout the transport and handling. In few cases we see
that the package gets damaged because of various reasons but then as a consumer
we don’t buy it. Apart from the damage caused to the product it reduces the
‘Newness’ factor and joy of buying a ‘new’ thing.
It has to be
lightweight to reduce on the transport cost. To make the product affordable
form masses cost is a critical factor.
 |
Image source : https://www.underconsideration.com/brandnew/archives/
new_packaging_and_brand_campaign_for_appy_fizz_by_sagmeister_
walsh.php
|
Product package is the
first impression of the product on consumer which lasts for longer. It plays a
key role in brand perception. It has to stand out from the competition products
at the point of Sale. I remember few incidences of people buying things just
because they liked the bottle or can or box (the package basically!). I am sure
you must also have come across such examples.
The package has to
be easy to open and reuse (if needed) for end customer. Opening the package to
take out inside product is a big task in many cases. Taking out cooking oil
from the polybag without spilling is a challenge and then storing it back if all
the contents are not emptied is another challenge. While opening
some packages I have cursed its designers (?) about not thinking about the need
of opening the pack again, they seem to focus only on the packing and sealing
activity. It’s such a frustrating experience. https://www.youtube.com/watch?v=hkkeSZAW2nA
This is an example of easy to open and reuse packaging.
Thus packaging
design is blend of product design, graphic design and branding design.
 |
image source: https://www.vogue.fr/beaute/buzz-du-jour/articles/
parfum-galop-d-hermes-parfum-de-liberte/45449
|
In case of luxury
products, packaging is much beyond only a safe container. It’s an experience
that consumers cherish. The package has to complement customer’s love for the
brand be it cosmetics, jewellery, wrist watch or a gadget. These videos explain
what I am talking about here
And last but not
the least is that package should be easy to recycle or reuse for environmental
concerns. Most of the packages that we see or use are not reusable or
biodegradable. So as responsible earth citizens we must be conscious about our
needs and consumables. We, all of us, users, makers and designers should try
to practice ‘Reduce, Reuse, Recycle’ strategy that is printed on all the
packages!
Some useful links
https://99designs.com/blog/creative-inspiration/33-cool-creative-packaging-designs/
Note:
The writer has no
rights on the images used in this article.
No comments:
Post a Comment