Advanced product packaging is revolutionizing the way consumers engage with products, and is breathing new life into the merchandising industry. Unique tactics, from creative aesthetics to e-packaging, can help businesses make their product packaging useful, fun, or a combination of both.
Dazzle the Consumers
Many businesses that take advantage of creative packaging do so to target the interests and lifestyles of a particular demographic. One Percent's shoe packaging is geared toward the upscale consumer--the elusive 1%. The company packages high-end shoes in a wood/cardboard combo box carefully crafted by eight different kinds of specialists (carpentry, engraving, branding, etc.) with the hopes that their inspired and meticulous branding will be recognized and appreciated by their target audience.
Another unique packaging product is Heineken's interactive beer bottle, Heineken Ignite. Heineken Ignite reacts to the beer consumer, plus the sounds and actions around the bottle. The bottle sparks when someone takes a sip and lights up when drinkers "cheers" and when music is playing.
On the technological front, a new method of anti-theft packaging developed by Vorbeck and MeadWestvaco, allows high-priced products to be placed on retail store shelves so the consumer can interact with the package. Usually, stores choose to keep these items behind a desk or locked up to prevent theft. With the anti-theft packaging technology called Siren, an alarm goes off if someone attempts to cut or tear open a package. This is an improvement over the widely-used method of only setting off alarms if the package containing the product makes it through the store's exits.
The Finishing Touch
Components can also be added to packaging to enhance the interactivity of a product. Some examples include freshness labels and temperature sensor labels. Freshness labels are packaging labels that react to perishable food products past their due dates, rendering the item unscannable, and thus unsellable. Temperature sensor labels can monitor the temperatures of food and pharmaceuticals to ensure the user is not compromising their safety during use. These are just some of many examples that provide a glimpse into the direction businesses can take to add helpful functionality to packaging.
Packaging possibilities are endless so long as businesses continue to hire creative marketers and are willing to invest time and money into interactive designs and campaigns. Product packaging should be aesthetically pleasing, and it doesn't hurt if there's also a little "magic" involved. Pique interest by using creative tactics in your packaging to ensure your products stay fresh in the minds of your consumers.
Sincerely,
Mona Graham
Monogram Communication Services
798 University Avenue
Sacramento, CA 95825
Phone: 916.922.0930
Fax: 916.922.0929
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