Package starts the primary communication essay
Today, stores have become museums of power and greatness of the market economy. The average supermarket consumer faces up to 40,000 different packages, and that package starts the primary communication. Therefore, the development of package design is very important, and this process should not be seen as a cost but as one of the most profitable investments. Elaborate and creative technological solutions presented through package design can elicit positive emotions that will cause a rise in the value of the brand in consumers’ eyes, and thus increase sales by at least 10%.
Thus, while previously the main task of any package was to protect the product, package today is the main way to connect with the buyer. The successful design of modern package must communicate the philosophy of the brand to the consumer and inform about extended technological capabilities. Reflecting current trends of the consumer needs, the package should be ecologically friendly, ready-to-go, multifunctional, multisensory, customized, and highly creative.
Indeed, in connection with changes in customer requirements for quality and properties of the packaging, the latter is constantly evolving. Today, more and more importance is given to the environmental aspects and product safety, therefore “active” and “smart packaging” technologies develop rapidly, as well as application of biopolymers and of nanotechnology. Being the mirror of global social tendencies, contemporary smart packages now become equipped with thermo signs, voice alerts, body analyzers and scanners, movement and color sensors, and other electronics, and are virtually able to “talk” with the consumers. Interacting with consumers on multiple levels, from contact communication to virtual reality framework, interactive packaging expands connection opportunities to earlier unknown limits, involving consumers into the space of augmented reality opportunities through mobile and wireless applications.
Being at the initial stage of development smart, interactive and eco-friendly package is already saving lives, preventing diseases, lowers production costs and production wastes, mistakes and crimes, gives new life to brands. Package meeting modern standards of high technology is also the primary means to avoid “commoditization”, depersonalization of goods, and brand erasing.
Overall, the packaging market is one of the most dynamic, and according to experts the industry may change a lot in the next few years. An important role in this process is played by the consumers themselves, showing active interest in what the foods they eat are packed in, and thus stimulating major innovations. On the other hand, the prospects of packaging industry development are supported by the fact that manufacturers can effectively use the package as a marketing tool for product promotion and brand communication, and therefore, the existing fierce competition for consumers’ attention and loyalty on commodities market will always keep the wheel spinning, for the sake of future technological breakthroughs and sustainable solutions.
