The Future Of Packaging

Insight

With the millennial set driving the retail and communication scene, stellar packaging that works effectively across media, experiences, and platforms is more crucial than ever. Second only to the product itself, the packaging of tomorrow doesn’t just make or break a sale; it touches social campaigns, reputation, consumer loyalty, and beyond.

With packaging so vital to the branding mix, nailing the best design is nonnegotiable. But with so many elements to consider—from positioning to target markets to materials—where do you start? The answer: All design and branding begins with insight.

More than an observation or statistic, an insight reveals the motivation behind behaviors. It sheds light on why people do what they do. If we dig deep enough, we can uncover potent ideas that fuel viral campaigns and skyrocket sales.

Rom, a classic Romanian chocolate-bar maker, was experiencing unusually slow sales a few years back. It sought the “why” and discovered that most Romanians were not feeling particularly patriotic. Romanian youths, especially, felt at odds with their country’s politics. Since Rom’s packaging is emblazoned with the Romanian flag, this national lack of pride posed a huge problem for the chocolatier.