Packaging ’Magic Moments’
I love the sleek design and feel of my Apple iBook, and it looks fantastic on my desk. And nothing makes me happier than the comfort of a Diet Coke.
At every “touchpoint,” successful brands interact with consumers, creating wonderful yet very personal experiences for each individual.
In packaging design, why does the meaning of the experience sometimes take a backseat to everything else? How can we create experiences through packaging that are as compelling as their overall connection with the brand itself?
Too often, the answer is simply, “experiential branding.” This catch phrase has become overused and misunderstood in marketing and package design.
Creating on-pack promotions is a way to use packaging to gain involvement. They invite people to participate in your brand.
Fiji water is a leader among beverage brands that use the inside of the back panel for “front-panel” graphics. Graphics depicting the cascading waterfalls of Fiji conjure up notions of a refreshing drink in a tropical paradise.