While "disruptive thinking" has been
 successfully utilized within an actual product category, i.e.: the iPod, whereby entire categories can and have been changed forever, what are some specific ways to create a "disruption" with the packaging? If my product is not a "new" innovation, what can be done with the packaging to generate attention, create excitement, and get it noticed on the shelf? | |
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Solution:
Disruptive packaging is a very powerful concept. Creating a divergence for your product separates it from its competition. Ultimately, packaging has the power to affect consumer purchasing behavior if utilized correctly.
When factors won't allow for changing the shape of the structure or using different material, one of the easiest ways to create such uniqueness is to employ special surface treatments or finishes that provide visual appeal and creates excitement. This unexpected feature attracts attention to your product that otherwise would be overlooked on a shelf of like products.
Many commonly used methods of this are foil stamping, embossing, holographic substrates, and lenticular imagery. However, these techniques typically add substantial cost.
Innovation Tip:
A cost-friendly method that uses existing technology, in a new cutting-edge way, is making its way onto the scene and is called "Reticulated Coatings." These applications create dimension to graphics by adding either deep texture, raised surface, pearlescent, glitter, or a magnifying-effect to existing matte and gloss contrasted coatings. The application is done "inline" on the press allowing
for real economy. |
