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State of Packaging 2010

By: Jeff Falk
Posted: August 31, 2010, from the September 2010 issue of GCI Magazine.

page 17 of 17

Dwyer: It will continue to evolve in proportion to the success of what is launched. It seems relevant to me that given that the traditional retail environment is threatened by the Internet and most consumers want less packaging, the ability to transport a package becomes critical as more users buy online. This can and will influence how items are packaged and/or sold.

Holland: Packaging can help sell products if it is efficient, compatible, affordable, functional, attractive and innovative. We are constantly challenged by our customer base to look beyond the packaging horizon. There isn’t a stronger catalyst.

DiPietro: New packaging developments will allow for greater consumer personalization and potentially incorporate more technology.

Bielefeldt: As brand owners move more toward social media, experiential marketing and online advertising in place of traditional advertising, packaging will become more important because it will be the primary visual communicator of a brand. Colors, shapes and decorating techniques will become more important than ever.

The expert panel delves into topics such as the catalysts for next-generation packaging innovations; key brand equities expressed through packaging; new materials, designs and technologies; and working/adapting with brand owners in new ways in "More: State of Packaging 2010."