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State of Packaging 2011

By: Lisa Doyle
Posted: November 1, 2011, from the November 2011 issue of GCI Magazine.

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Carafa: Packaging is at its most robust stage during the product’s introductory launch stage, utilizing high-end print characteristics such as foils and coatings to catch the consumer’s attention. As the product matures and declines, those high-end foils can be replaced by metallic inks, which can give it a similar look but at a lower cost.

Rusch: Packaging will consistently reinvent itself as a trendsetter. Sustainability will evolve and become a best practice, and [brand owners] will continue to seek the most innovative, eye-catching packaging to answer consumer demand.

Hutson: In a crowded marketplace, secondary packaging can be the key point differentiation. Instructional elements to the primary and secondary packaging and even in-store displays are important to communicate the value proposition or positioning of the product, and how it can be used in conjunction with other products in a line.

Bielefeldt: As consumers express the desire to eliminate unnecessary packaging components, the primary package—in Alpha’s case, the bottle or jar that holds the product—will become more important from both a visual and a functional perspective. And for [beauty] companies who choose to make sustainability an element of their marketing message, they will need to identify packaging that helps them achieve sustainability at all levels of the brand.

Nowak: Consumers are still cautious and seek value for their hard-earned money, and [brand owners] expect a return for their investment in packaging. So it is up to the packaging supplier to innovate ways of developing cost-effective materials, technologies and features that excite and delight consumers, protect advanced formulations, communicate brand essence, and still deliver ROI for our customers.