3 lessons from the Package Design Matters 2017 conference

What would Perrier be without its iconic chunky bottle or Bonne Maman jam without its Vichy lid? These examples show the fundamental role of packaging as an element of differentiation but also as a marketing lever that generates business. These thoughts were at the heart of the Package Design Matters Conference that brought together the leaders of the sector last January. An opportunity to look back at the trends for 2017. Here is a quick overview of them.

1. Thinking about the brand experience in its entirety

Packaging is still too often thought of independently, yet this is to miss the opportunity to make it a differentiating element by offering an integrated customer experience ranging from packaging to merchandising, marketing and social networks. Technologies such as Digimarc make it possible to create a link between these points of contact with the consumer. When used appropriately, they make the brand experience an asset for winning customer loyalty.

Another way is to use your packaging as a vehicle for visibility. RAJA helps brands personalise their packaging (cases, boxes, sleeves, etc.) in order to recreate their universe and enchant the customer as soon as they receive their parcel. The act of buying is thus prolonged by making the reception of the order an exceptional moment.

2. Measuring the effectiveness of your packaging

All the specialists in the sector are unanimous: brand design is strategic for business. Yet how to make managers understand the influence of packaging on sales? This is a more than recurrent question for all creative people. This question is based on a central problem: art is subjective and abstract, so how can its effectiveness be measured?

One indicator that people think of quite quickly is the change in sales between the old and new packaging. But it is risky to sell a product without first testing the packaging. And observing a significant trend takes time, so it can quickly become costly in terms of time and money.

Many testing institutes offer innovative methods such as eye-tracking or quantitative studies to quickly assess the effectiveness of your packaging.

3. Leverage the richness of your collaborations to meet the diversity of your customers

From concept to sale, collaboration between all stakeholders in the company is essential. It is the exchange between all departments, from R&D to marketing to the entire supply chain, that guarantees an accurate representation of the brand.

Trusting your partners – whether they are customers or suppliers – has become the norm in order to meet the challenges of the market. And there are many of them! The first of these is the diversity of consumers. In fact, in just a few years, our societies have become a skilful mix of cultures, genders, ages and lifestyles. Brands must take this evolution into account. One of the most effective ways of doing this is to surround yourself with collaborators and partners who reflect this diversity. It is from their richness and differences that curiosity, creativity and innovation are born!