Packaging Ad Infinitum: Design or Die

Packaging CD

Most brands disappear in a short timespan without anyone taking notice. The question, then, is how to become relevant: and packaging is the answer.


Some months ago, Matthew Rogerson wrote a very interesting feature in Packaging Today. In it, he went over the traditional question of “what is packaging?”, (a question we have gone over as well quite a few times), but pointed towards a new core word: retention.

At first, the relationship might seem slim; but, as Rogerson noted in the feature:

[quote style=”boxed”]“At the heart of the vast range of fast-moving consumer goods (FMCG) is the desire for us to develop loyalties to commodities and keep purchasing them, ad infinitum.”[/quote]

People love their choices. We’re prone to buy familiar products, as we’ve always been. Familiarity and fondness always trump novelty ─ but there’s more: attention also plays a significant role in our behaviour.

New products are more likely to be tried when displaying striking features, such as an eye-catching design. Even more so amidst an overcrowded marketplace, as Rogerson pointed out:

[quote style=”boxed”]“Twenty years ago, you could opt for Coke or Pepsi, but now the CSD category has more than 100 options, while the bottled water market has exploded in the last decade and a half from about 20 key brands to more than 350.”[/quote]

The truth is; almost 75% of brands disappear in a short time span without anyone even taking notice. Most of those are dull, boring, and overall uninspiring. The reason behind their demise is, oddly, a lack of affection.


But packaging can make a brand feel different. A great package design can pump up brand awareness and gather more and better clients; who, in the end, are the real supporters. Luxury packaging’s principles can be applied to any other field to make brands shine: stand out and be proud.

As Rogerson puts it:

[quote style=”boxed”]“If there is a story, a memory, shared experience, or something that makes the product move from something picked up in a hurry to an essential part of your day, that brand has achieved a phenomenal success.”[/quote]

That success, precisely, is retention.


Sponsored by Derprosa, leading brand in biaxially oriented polypropylene films for packaging.


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