The Rise in Value-Based Innovation
And Its Impact on Packaging's
Future
The 2010
Package Design and Development Summit - held March 2-4,
2010, in Clearwater Beach, FL - showcased a new era for
many brand owners and designers punctuated by the need
for value-based innovation.
In keynote
addresses, Peter Clarke of design firm Product
Ventures and Asad Hamid of Campbell Soup
emphasized the need for brand owners and packaging
companies to face up to new market realities. With
many consumers now changing their buying behaviors
to get back to a simpler, more frugal lifestyle,
that means an adjustment in packaging too.
Keynoter Peter Clarke told the audience
at the 2010 Package Design and Development Summit
that brand trust is integral to
success.
"Many consumers are
right-sizing their lives, and I don't think it's just a
fad," Hamid noted. "It is not necessarily about offering
the lowest price but the highest
value."
Clarke emphasized that
more needs to be done to focus on value in a new era
where consumers cherish simplicity, transparency,
affordability, and a candid relationship with the
company's package that allows them to make the right
choice.
"We've all woken up to
the need to hit reset, take a step back and be smarter
in what we're doing," said Clarke, founder and ceo of
Product Ventures.
The 2010
Package Design and Development Summit featured a host of
presentations offering learning lessons for those
engaged in all aspects of package
development:
Packaging must provide brand trust and build
back the loyalty that has recently been
diminished (Peter Clarke, Product Ventures)
The consumer trend of "right-sizing" and
making lives simpler has changed the brand
paradigm (Asad Hamid, Campbell Soup)
Brand owners must strive for "performance
with a purpose" in packaging and offer greater
value to consumers that defends the brands
(Denise Lefebvre, PepsiCo)
A major strategy executed in packaging is
offering greater brand differentiation with
lower total product costs (Stuart Leslie, 4sight
inc.)
The sensory and experiential must be blended
with the functional to create the most effective
packaging (Russ Napolitano, Wallace Church)
Truly great packaging insights must
have both an emotional hook and a rational
reason for being (Jack Gordon, AcuPOLL Precision
Research)
High-profile product campaigns require the
use of more package prototyping and upfront
design work before the product is even ready
(Jon Dinapoli, Coty Prestige; Mike Spielman,
Comp24)
Younger consumers are returning to a
communal, socially adept world that emerged in
the early 1970s, and packaging must adapt to
that (Robb Ziegler, Brandimation)
Peter Clarke of Product Ventures and Asad
Hamid of Campbell Soup answer questions
onstage
Stuart
Leslie of 4sight inc
Rudi Becker of
Method
This event also unveiled
some new technology and package introductions,
including:
Method's Rudi Becker introduced its new
laundry detergent, a category-transforming
dosing pump now coming to the market
EskoArtwork's Kris Van Bael showcased new 3D
technology to create curved models for shrink
sleeves on flat computer surfaces
Scanbuy's David Javitch discussed the advent
of cell phone technology that connects to a
package on a store shelf
User Centric's Gavin Lew and Aga Bojko
introduced eye tracking technology and discussed
its advantages and limitations
NextLife's Jim Scott and Marc Goldenberg
unveiled new Dell packaging using the company's
collaborative sustainability solution
Method Transforms The Laundry
Category
When
Method set out to rid the world
of the drudgery of laundry through packaging, the
company had a "eureka" moment that set the stage
for its transformative
design.
At the
2010 Package Design and Development
Summit, Method director of packaging Rudi
Becker unveiled for the first time the process
behind the introduction of its new Method Laundry
Detergent.
Method's new laundry detergent uses a
dosing pump instead of a
jug.
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