Overview of the latest consumer trends and technologies in...
Transcript of Overview of the latest consumer trends and technologies in...
Overview of the latest
consumer trends and
technologies in experiential
packaging
Professor Cathy Barnes
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 – Personalisation, digital print
Functionality – New Technology, AR
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