Post on 10-Jun-2020
transcript
Overview of the latest
consumer trends and
technologies in experiential
packaging
Professor Cathy Barnes
c.barnes@leedsbeckett.ac.uk
07817 864245
Consumer Trends and Technologies
Appeal & Impact Functionality
Functionality – 3 Big Trends
Adding Consumer
Value in Home
Ease of Use
Portion Control
Functionality – Adding Consumer Value in Home
• Packs designed for in-home rather than in-store usage e.g.
easier storage, access and pouring
• Sensors, other devices and technology that work post purchase
• Increase shelf life of food once the pack has been opened in re-
sealable packs or for smaller portions
Play me?
Functionality – Ease of Use
Functionality – Ease of Use
“Climb into the latest Ferrari sports car and you are unlikely to notice the modifications designed with overweight, arthritic pensioners in mind … the Italian carmaker is just one of many companies grappling with a demographic shift that challenges the fundamental rules of marketing and design … the average buyer of a Ferrari road car is nearing 50 and set to get older. “ -
Functionality – Ease of Use
• How can you add value through ease of use?
• Packaging must be intuitive
• Packaging must meet the needs of an ageing generation
• How can you improve openability and re-sealability ?
Functionality – Ease of Use
• Do your colours work for your market audience?
• What is the right print size for your audience?
Normal Colour Vision and Tritanopic Vision
Functionality – Portion Control
Appeal & Impact
Appeal & Impact – 3 Big Trends
Personalisation
New Technology
Sensory Appeal
Functionality – New Technology, electronics
Functionality – New Technology, PE displays
• Electroluminescent displays
• Inductive inks
• OLED spot colours
• POS and high value applications
Functionality – New Technology, PE
Functionality – New Technology, PE power
Functionality – New Technology, connectivity
Functionality – New Technology, connectivity
Use of capacitive tags that the consumer only has to
touch to transfer the data to the phone. Possible uses include: • Health alerts • Personalised special offers • Linked promotions • Advance customer profiles • Instant interactivity
Functionality – Sensory Appeal
Brand impact increases by 30% when
more than one sense is engaged and
by 70% when three senses are
increased into the brand message.
Yet…
Functionality – Sensory Appeal
Typically, we experience the
beginnings of a decrease in acuity of
the five senses as follows;
• Hearing - the mid 40’s
• Vision - the mid 50’s
• Touch - the mid 50’s
• Taste - the late 50’s
• Smell - the mid 70’s
Functionality – tactile appeal
Biological
• Infant studies link touch to healthy
development.
• Touch releases seratonin and oxytocins
and reduces cortisone.
Social
• The quality of our tactile experience is
linked to competence in relationships.
• Our ability to trust is directly related to
touching.
Communication
• There is no more effective way to
communicate than through touch.
Psychological
• Touch provides reassurance and comfort
Functionality – tactile appeal
Create a
desirable,
premium feel
Understand the
emotive value
of a substrate
or surface
treatment
Increase the
packs
engagement
Packaging Innovations – in summary
Appeal &
Impact
Functionality
1. Adding Consumer
Value in Home
2. Ease of Use
3. Portion Control
1. Personalisation
2. New Technology
3. Sensory Appeal