Packaging and design: ignore it at your risk!

"As the economic conditions become tight and environmental issues come to the fore, clever brands are looking for more and more innovative ways to entice consumers by producing sustainable packaging," said Nathan Reddy, MD and shareholder of Grid Worldwide Branding and Design.

"A good packaging should be biogradeable just like a banana, which smells good, looks great, is unique in shape, timeless, waterproof, environmental friendly and easy to open," Reddy said, adding that there is a direct correlation between sales and packaging.

Emotional link, subconscious relationship

Due to the emotional link and the subconscious relationship that exists between the brand packaging and the consumer, Y&R creative director Brian Ferns warned about a brand's attempt to wrap a bad product in a beautiful packaging.

"When the product is bad inside a good packaging, it hits the consumer so hard emotionally," Ferns said, adding that when budgets are tight and ecological issues loom, brands would have to create something solid but purely simplistic that has the potential to last longer and make a long-lasting impact on the consumer.

Adelle Wapnick, MD and creative strategist of Cross Colours, said, "Packaging must not be irreverent, but have a universal appeal, reflect the brand and create communications across multiple platforms.

Asked whether the consumer cares about packaging, Janet Kinghorn, creative director of Coley Porter Bell SA, a company that designs Nando's packaging, replied: "Yes, absolutely. It is a complex relationship that which has [the] brand message as a prime component. Packaging inspires them.

"Underestimate"

"Besides, you will have to consider the target market: who is buying and why they are buying? Nowadays people have become so health-conscious, to such an extent that they are more conscious about what they put in their stomach."

She added: "Sometimes we underestimate the power packaging has on the consumer. We should make use of empathy, tactility and creativity."

Bill Marshall, lecturer and MD of Syndicate Graphics, said there is a need to use more creativity and understand the technology of packaging if organisations want to solve problems affecting the packaging industry.

"Sustainability and convenience of use will be the major drivers of this industry. Respect packaging and make it part of your marketing strategy," Marshall urged.

Serious repercussions

There are fears that changing packaging might have serious repercussions on the brand. Marshall said, "It can be very risky, but sometimes you don't have a choice because you have got to do it due to a certain competitive situation. Sometimes you have got to do it to reposition the brand. But maybe the best way to do it is to let not people notice. And remember to keep packaging in line with your brand's personality."

The event was sponsored through the collaboration of Absa and Sappi.