High technology packaging: connection revolution essay

Social and economic changes have resulted in a tremendous diversification and segmentation of needs, which in a market economy, where fast and accurate adjustment to the needs of the market determines the success of the company, its survival and profit, has caused a serious expansion of the range of products supplied by traders, the diversity of volumes of portions, varieties and flavors, as well as various combinations thereof. A typical supermarket in the U.S. sales between 30 to 40 thousand different products, while, according to studies, 60-70% of purchasing decisions are made by buyers impulsively already in the store (Mishra & Jain, 2012). Taking into account the rate of passing through the store, the awareness of today’s customers and the wide range of goods for sale, sellers have 1/17 of a second to make the appropriate impression and persuade consumers to purchase their goods (Klimchuk & Krasovec, 2013). Therefore the design of packaging, as well as information contained on the package is playing an increasingly important role in the connecting with the consumer.

Today, materials and technology in packaging create an added value for products, which typically makes not less than 10% of product value (Klimchuk & Krasovec, 2013). Therefore, many companies are now looking for creative and innovative ideas to make their product and packaging stand out, drawing into emerging technologies and sustainable methods to keep in pace with the time and satisfy the needs of modern consumers. In the result, brand communication through packaging design has become one of the greatest spheres of market competition, annually inspiring new high technology breakthroughs and innovations. Further in this paper, we will cover the contemporary trends in packaging and focus on the currently existing high technology patterns of brand-consumer communication, as well as patterns for future design innovations.