Also topping the bill will be Matthew Hunt, packaging buyer at Taylors of Harrogate, who will be discussing ‘How to use genuine consumer insight to guide packaging procurement strategy’.
He will discuss how to use the marketplace and changing consumer trends to add ‘true value’ to a brand via packaging. Shaun Weston caught up with Matthew Hunt to find out how the role of pack design is changing.
Matthew Hunt: In my view packaging design is about effectively balancing different considerations. I have a long list of potential considerations which is always being reviewed, but I believe the main and consistently relevant ones are:
Although I use the word ‘balance’, I feel it’s important to be clear that the weightings of each criteria are unlikely to be always even, and different ones may be more important depending on the context of each project.
When there’s potential tension between any of the criteria, the important thing is that the brand in question shows consideration to each, and when making any necessary trade-offs, do this consciously.
I believe the best packaging designs are those where each of the above are appropriately considered and the overall design ‘story’ stands out from the competition.
Matthew Hunt: I believe that being able to effectively use customer insight in packaging choices is absolutely critical. My view is that the roles of packaging managers, buyers and technologists have transitioned to become much closer to that of a marketeer.
It’s now more widely acknowledged that while the product itself gets the repeat purchase, the packaging solution is largely responsible for clinching the initial purchase. For that reason, those responsible for the material choices and design need to be extremely close to the target consumer and understand how they behave as a ‘shopper’. This intelligence can help brands stay ahead of the curve in finding that innovative point of difference from the competition.
The exciting part of a packaging role is the exposure it presents to meshing technological advancements and material innovations with what consumer insight. When the two ends of the funnel align, it’s extremely rewarding.
Matthew Hunt: Over the last decade or so, packaging has become more integrated into the overall product offer. As opposed to being seen as a protection and transportation tool for the product, it’s now seen as a component of the product in its own right, and done well can offer a point of difference from its competition.
Another big change in packaging design is that secondary and tertiary packaging are now being given a bigger focus, and are developed in tandem with primary packs. An example of this is the increased use of decorative shelf-ready packaging, which often contains a powerful branding message enabled by the clever placement of graphics on the primary pack. Years ago, brands often missed the opportunity to communicate on secondary packaging by designing elements in isolation.
The point above is an important one for me, as it highlights how much of a communication medium for the consumer packaging has become. In terms of the future of packaging, I feel this is an area that will continue to evolve.
The growth of augmented reality technology is something that has grown and I see no signs of this slowing down. Packaging is already at a level where brands can effectively communicate with consumers on a journey towards the interaction becoming two-way, where there can be rapid correspondence from the consumer back to the brand.
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