Both songs and packaging tell stories and communicate emotions. Everyone loves stories, but we all like different stories. So, which stories do Baby Boomers, GenX, Millennials and GenZ want to listen to?
This conference presents the analogy of a design playlist to demonstrate how we can harness the power of packaging design to connect emotionally with each of the four generations.
We will analyze which packaging design strategies work best for each group.
In this talk we will share a showcase of successful packaging design strategies through images, videos and songs that will reveal how to reach the heart of your target audience.
Brands that need to express their stories through packaging can harness the power of 3D Branding. Merging the three-dimensional and graphic attributes of packaging to the point of making them inseparable allows for an immediate emotional response in consumers.
Seizing 2D and 3D design resources enhances the storytelling capacity of the packaging and creates lasting ties with consumers.
This keynote includes a tour of design projects for global food, beverage, personal care and household brands. Stories, anecdotes, methodology and design process where brand identity is communicated through 3D Branding, fruit of the synergy of structural and graphic design.
The shopping experience is moving to digital stores and social media. There is no longer a marked divide between digital and analogue life.
With less and less time, convenience is paramount in every facet of our lives, even when it comes to packaging. But convenient packaging doesn’t have to be boring.
Finding ways for packaging to provide the consumer with both a physical and digital experience can lead to very beneficial opportunities for brands.
Suddenly, packaging becomes a canvas for storytelling. It provides consumers with an immersive experience where they can interact with virtual content in the real world.
Augmented Reality allows even a humble cardboard box to entertain or inform the consumer in ways that are magical and practical.
The world is changing rapidly and many brands are becoming disoriented, struggling to know how to respond. Packaging innovation is already a necessity in a world where everything is evolving: from where people shop to how consumers relate to brands.
Whether in beverages, food, personal care or household products, the same rule applies: for innovation to have a real impact, the key is to align a deep understanding of consumer wants and needs with the technical-productive capabilities of the organization to achieve technically viable and commercially disruptive innovations.
Packaging is undoubtedly a powerful vector of innovation. It allows to generate an emotional connection with the consumer, to turn commodities into premium brands, to create new consumption opportunities and, ultimately, to boost sales. The time has come for brands to decide between being victims or protagonists of change.