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Welcome friends! Lovely to have you here. So where exactly is "here"? And what on earth is a ThinkerBelle? "Here" is a blog space on all things that interest this little strategist, namely design, social media and technology. I like to think that "ThinkerBelle" (my strategist persona) lives at the intersection of these three domains. I hope you enjoy this space, please comment and don't be a stranger. I appreciate you being here. Follow me in the tweetverse if you like @thaz7.
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For the Love of Packaging.
One of the biggest reasons why I got into advertising was because of my fascination with products and why I could become SO enamored, if not obsessed with simple things based on well, the way they looked. I have bought plenty of inferior products JUST because they looked so darn nice.
But what is it about a perfectly designed package that is so intriguing? From the pretty silver Nordstrom boxes to Tokidoki patterned yogurt cups (thank you Yogurtland, we really needed that), to some incredibly off the wall packaging that surprises and delights. It’s that little pièce de résistance that makes a good product, GREAT. An easy example would be Apple, but they are just great all around, so almost beyond this conversation. Same to say about a brand like Method, who have become synonymous with artfully designed packaging.
An old example, is FRED water. Yes. I drink FRED water. And get laughed at nearly every day. But why? For me it’s yet another form of my style and design ethos. It’s about self-expression (realize this is water we’re talking about) . I won’t drink from a regular shaped bottle. Square bottle. Round peg, square hole conundrum. Other than just being somewhat of a rebel (drinking water), it’s just the right size of bottle for me. I’m a rather little person and it fits in my hand perfectly. Not to mention the horrified glances I get at the gym when people (rightfully) think I’ve got a flask rather than a bottle of water. And I love it.
Now this is no recent phenomena or burgeoning trend. It’s just a fact of consumer behavior. Often we like shiny things. Or at least interesting things. It’s not about a particular style, as different styles appeal to different people. The point is to HAVE a point of view. Whether you are coming from a highly sustainable place (100% compostable packaging like the new Sun Chips bag), or minimalistically designed with an incredibly modern aesthetic, or even designed with a retro vibe (like the new/old pepsi can), packaging can change the discourse of your brand incredibly easily-the incredibly ordinary can become extraordinary in one wonderful swoop. As Richard Bates from BIG (Ogilvy) mentioned back in 2007 in Fast Company:
“Packaging has the potential to make or break a product.” He cites the iPhone and Chanel’s packaging as examples, explaining that the high sheen lacquer finish of the latter’s cosmetic product packaging “fingerprints like crazy: when I watch a woman hold a Chanel compact, she is constantly burnishing it and making it beautiful. The nature of the packaging engages the consumer with the product — the interaction just adds to the story.” He also surmises that the black polishing cloth included with the iPhone could elicit a similar consumer product relationship.”
My favorite spot to check out the latest in packaging goodness is dieline.com. Some incredible innovations and incredibly inspiring. Following is a smattering of some fabulous examples. http://www.thedieline.com/blog/
Images via www.dieline.com