It was a whole day event attended by all marketing and brand personnels and also the department managers. Organized by the Communications Division, 6 international speakers were present presenting on various topics such as design trends, innovation in designing and sustainability (meaning how eco-friendly is your packaging design).
One of the more interesting speakers was from the company itself. His profile link if you're interested. The other speakers are from design agencies like Design Bridge. It was the only agency aside from Publicis GCS that I remember because I really like the company logo.
Anyways it was really, really good learning for me in a way that it opened my eyes to the realities of the market out there. In the past, packaging designs has always been a one-way street between the manufacturer and the consumer. Nowadays more and more companies are engaging the consumers in a lot of new ways, innovative and clever in delighting the consumer.
I've always felt that my company's packaging designs are fully functional, less emotional. It is more top-down than bottoms-up. The elements inside it has always been what the company wants to communicate to the consumer, but never really what the consumer is looking for. Call it a force-feeding of some sort.
But the game is changing in a sense that the average person is spoiled for choice. The layman is provided with thousands of options and varieties available out there in the marketplace. Your product will either stand out or be drowned onshelf.
I recall the handful of times that I actually stopped while walking down the shopping aisle because I saw some interesting packaging that caught my eye. I remember the delight that I felt from seeing such an interesting product, be it from the unique shape, amusing labels or striking colours. It made me stop to check it out. And if it was really that good, I would bring it up in conversations.
It was truly inspiring how the speakers made me look at packaging consumers-first instead of company requirements first. I know it sounds like a duh moment right? But believe me when I say that once you get immersed in the brand you tend to see it company first, consumers second.
Some of the recurring examples used were Absolut Vodka which could be recognized straightaway from the shape of its bottle.
Then my favourite was this Worldwide Knit Day edition of Innocent smoothie drink. When I saw it I wanted to buy 3 bottles at once! Don't ask why 3 bottles, I don't know either. Anyway for every smoothie sold with a hat, Innocent and Sainsbury’s donate 50p to Age Concern. You can check it out more at this Innocent Website.
It could also be simple and interesting at the same time.
They even showed this video was was truly amazing. It's an awareness test, check it out if you have the time.
It's also important to think about how it would look together on the shelf instead of individually. And of course, to really look at how it stands out against the competition.
And some brand extensions don't make sense at all. For example did you know that Colgate actually came out with a Colgate Kitchen Entrees line? What the what?
Another WTF moment. You know Harley Davidson? Yeah, big bike bad boys riding around in leather jackets looking all tough and manly.
Yeah look what they came out with.
I love Apple's ads. Very simple, engaging and unique.
But then again it could all go wrong.
One campaign really stood out! It's the Marmite Love It or Hate it!
At the end of the day, it's how you look at things, delighting and engaging the consumers. Keep it simple! Be brave! Less is more!
Hope you learnt something today, I know I did ;-)
0 Remarked:
Post a Comment