Is your package creating disruptions or delivering solutions?

摘要

For more than a decade, the package design, converter and consumer packaged goods (CPG) industries have pursued disruptive packaging innovations. Though lacking a standard definition, disruptive packaging can generally be described as something that captures shoppers' attention at the point of sale. It can employ one, or a combination of, traditional attributes (color, shape, graphics or text) to differentiate it within a category, shelf or aisle. There's no doubting that disruptive packaging has worked to create shelf presence and command point-of- purchase appeal for myriad products. With multiple mobile and smart devices at their fingertips, consumers have access to more information. More information means more choices. More choices mean that when price and quality are equal, colorful, fun, unique and even sexy isn't enough to sway the purchasing decision. Consumers today are seeking an emotional connection to brands, and that connection is being made through functional packaging solutions that address specific needs, rather than simply disrupt their shopping or use experiences.