Ted Mininni is president of Design Force Inc., a leading package and licensing program design consultancy to the consumer product and entertainment industries. He can be reached at 856-810-2277. Mininni blogs about package and licensing program design at www.designforceinc.com
Whenever I see toys packaged in blind box packaging, it reminds me of collecting trading cards as a kid and that feeling of wanting the entire set, but knowing the likelihood of that happening was directly tied to how much allowance money I was willing to invest.
As powerful as visual communication is in modern
culture and as engaging as visual brand representations
can be, consumers are hungry for something deeper.
Marketers who are taking their brands to a whole new
level are tapping into that "something deeper."
Consumers latch onto brands that encourage freedom of expression and enable them to celebrate their individuality. Here's my rationale: Brands that inspire tribal formations are adopted into consumers' lifestyles.
Marketers are fond of saying “What’s old is new again.” These marketers are referring to wistful consumers who associate retro brand packaging with a sense of nostalgia—a recalling of simpler, less complicated times.
Less is more. There’s a great deal of insight in that statement. We, as package designers, understand that clarity and simplicity help consumers to hone in on specific brands to the exclusion of everything else.
Live experiences can be compelling and memorable, and they have the power to stimulate strong emotional connections. The implications for brands and licensed properties are huge because today’s consumers want to do more than purchase products and services.
What if your packaging was the only marketing tool your brand had? For many startups and small companies unable to afford advertising, this is exactly the case. And do you know what? That’s a good thing.
The September issue of Packaging Strategies includes our spotlight feature on labeling and what it means to consumers. Also you will find features on cannabis packaging, inclusivity in packaging’s future, automated inspection for a syrup manufacturer, a pickling company grows into new equipment, frozen foods trends and more!