Airline Trends OPINION
Packaging gets creative
Raymond Kollau, founder of
airlinetrends.com, discusses the impact of packaging on consumer buying and airline passenger spend as the range of near-identical brands continues to expand
Along with basic objectives such as protection, preservation and convenience, attractive and fun packaging appeals to a consumer's emotions and brings a product alive, while clever packaging can also convince consumers that they should try something new just because of the way it looks. The importance of good packaging has grown as there are now more ways than ever for brands to make contact with consumers, while the shelves in the supermarket are packed with endless variations of the same product. Think rows of near-identical brands of ketchup offered in a dozen variations.
Storytelling Besides the visual element, the brand story can also be told on packaging verbally. Storytelling is one of the most-discussed marketing initiatives these days, and marketers are using every platform to tell their brand stories. Says Ted Mininni, president of package design consultancy Design Force: “By using the right combination of package structure, colour, imagery, iconography, background,
fonts, and overall aesthetics, the story comes together in a way consumers can easily understand and digest.”
Airline food packaging As airlines are starting to approach the passenger experience in a more holistic way, they are also starting to pay attention to details such as the packaging of meals and drinks as an extension of their brand. Or as Travel & Leisure magazine put it recently: “From hyper-local delicacies to iconic sweets, the best inflight snacks deliver a sense of place, express an airline’s personality—and make a tasty souvenir.” So, instead of serving
food in generic packaging (no emotion) or well-known
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"The importance of good packaging has grown as there are now more ways than ever for brands to make contact with
consumers"
brands (less margins), a growing number of airlines are taking a fresh approach towards food and beverage packaging in order to develop appealing designs that whets the appetite of passengers and puts a smile on their faces.
KLM
KLM on European flights serves sandwiches supplied by the Carl Siegert Bakery, family-run since 1891, which are made from organically-cultivated, locally- sourced grain and processed by authentic Dutch windmills. To support KLM’s sustainability and authenticity message, the packaging – designed by Gategroup’s deSter – consists of a miniature wooden case featuring the iconic Dutch windmill. Inside the packaging is a detailed
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