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More: State of Packaging 2010

By: Jeff Falk
Posted: September 1, 2010, from the September 2010 issue of GCI Magazine.

page 5 of 11

Schinazi: Eco friendly packaging is a real trend .Clients are seeking for new ideas to respond to this need

Dwyer: The focus on organized design. Many brands use similar basic colors ( white and silver) and a strong font type to convey a feeling of sleek design or a premium feel, however I feel the lack of creativity is causing a blandness in whats available to the consumer

Holland: I’m still surprised that some industries continue to offer consumers the same packaging that’s been around forever. In some cases, this works very well. In other cases, it does not. I’m still amazed that cereal comes in bag lined boxes. Not terribly user friendly in my opinion.

DiPietro: In terms of color, I certainly think it is interesting that there has been a resurgence in the popularity of bright colors—that signifies something of a resurgence in consumer confidence. Researchers tells us that softer colors like pinks, teals and light blues, along with certain pastels, are usually chosen by shoppers who plan to stick to budget or are traditionalists. In contrast, bright oranges, strong blues and brighter, more eye-catching, more fun colors all appeal more to impulse shoppers.

Izquierdo: Packaging will continue to be a key identifier for brands in the marketplace. By conveying the benefits of a brand, companies have an opportunity to build preference starting at the retail shelf through final use. Today, there are more opportunities than ever to tell brand stories and develop those strong associations with new generations of consumers. They are arriving to stores more informed than ever and rely on that knowledge when making purchasing decisions.