Designed for desire

8 May 2014

I recently read an excellent book by Anna Simpson that explored the need for companies to better understand desire's part in branding strategy. One of the many telling points she makes is that people are individual and want to feel like they are being treated as such. By understanding what motivates or drives us as individuals, a company can better engage with each consumer as an individual rather then viewing us as a mass market. Other authors have explored this subject, but this is the most recent and, I believe, complete investigation.

While I cannot speak for others, the idea of desire motivating some of my choices as a consumer resonates. I want to feel like a product is marketed to help me, whether it is the bottle of water I take to the gym through to the ski gear I purchase or the laptop I am writing this, on through to the MP3 player I am listening to while doing so. Packaging has changed roles over the years, from simply protecting the product to today's product protecting, brand communicating, consumer experience improving and ease of disposal, and desire underlines many of these requirements.

In this month's Packaging Today. Neil Hirst of Seymourpowell analyses aspects of package design. Structural packaging design is by its nature multi faceted. Even the most basic packs have to balance functional, commercial and communication requirements. A truly holistic approach to packaging design encompasses all of the marketing, supply chain, customer, consumer and sustainability needs, and aims to establish and address the optimum balance of priorities.

Continuing the theme of desire, there is the article on Luxury packaging. This is a sector that constantly reinvents itself, and has grown exponentially as a result, tripling its numbers in the last 20 years. Heritage, premiumisation, personalisation are all topics that seek to single a consumer out to identify with their purchase, and the luxury goods sector is taking the time to address all of these in turn. Absolut's head of research and development Anna Schreil gave Packaging Today further insight into how luxury brands address these trends.

Our final feature, on bioplastics investigates the reasons behind the accelerated growth in this field, more then doubling from €5.6 billion to over €13 billion by 2016. David Longfield spoke with the managing director of Europan Bioplastics, Hasso von Pogrell, to understand the reasons behind this rapid growth. Final thoughts are from Dufalyte's Paul Gill on environmentally friendly materials and from Eric Bredn, territory manager for France, Iberia and French speaking Africa on 3D printing developments from Stratasys.

Matthew Rogerson
Chief Editor

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