Luxury Packaging
Packaging a punch in 2017 G
one are the days of the standard cardboard box. Due to a growing appetite for personalisation, sustainability pressures and digital advancements, businesses are increasingly looking for more from packaging designs. This in turn, has seen a constant influx of new packaging innovation, with more to come this year. Jason Poxon, packaging technologist at Antalis Packaging, advises the latest innovations to watch out for. In today’s fast-paced, e-commerce
driven retail environment, packaging plays a powerful role. Aside from protecting products, it is an important marketing tool; often being the first thing a customer will see it is a way of conveying the essence of a brand. Choice of packaging can also enhance overall business operations. If it is right it can help to increase warehouse capacity, optimise lead-times and reduce costs, all while providing a better experience for customers. However, with so many new
packaging options now available on the market, finding the time to keep up-to-date with the latest trends may seem an impossible task. Here are some predictions for the key emerging trends:
BESPOKE BOX DESIGNS Bespoke boxes that fit perfectly around its contents are likely to grow in popularity this year. Not only do
they deliver space saving benefits and waste reduction, they also help better protect the item that is inside. Some of the most creative bespoke box products are those that have been designed to have an afterlife: Instead of being thrown away after use the package will go on to have a completely different purpose, such as a desk tidy or a food tray. These innovative products prove that bespoke box packaging designs can be created to fit any requirement. Amid changing times, more and
more businesses are seeking packaging solutions that can support efforts to be environmentally responsible, improve operational efficiency and leave positive impressions on customers. Staying up to date with the latest packaging trends offers an opportunity to connect with customers and keep one step ahead of the competition.
DIGITAL TECHNOLOGY The packaging sector continues to experience big technological advances, particularly in the digital printing area. Digital printers are now able to deliver like-for-like capabilities with litho printing by offering added capabilities like personalisation. Beautifully designed, personalised boxes leave a lasting impression on customers, as do high-quality, digitally-printed designs.
AUGMENTED REALITY Augmented reality is becoming
more and more prominent in the packaging sector, particularly in retail. From Coca-Cola to L'Oréal, multiple brands are embracing the marketing benefits of smartphones with augmented/virtual reality revenue forecast to hit $120 billion worldwide by 2020. The future of retail packaging is interactive and responsive and gives power to customers. An example of this would be customers using a smartphone to scan an image on food packaging, enabling them to access full environmental and sourcing data, a video recipe, or a chance to enter an online competition. The future could see everything from nutritional information to flat packed furniture instructions delivered in this way.
A NEW TAKE ON STORAGE Innovations in packaging are challenging the traditional cardboard box in every way. Notbox is a reusable, one-piece, collapsible box with lid and carry handles that can replace corrugate boxes for storage. This multi-use box can be used as
an alternative to single-use cardboard boxes, helping companies and consumers reduce both packaging costs and carbon footprint with up to a 25 per cent saving in carbon emissions. It also comes with zip or Velcro closures, a document wallet, and can be tailored, resized and branded.
www.antalispackaging.co.uk Perfume perfectly presented
Clarke Rubicon, part of the Pollard Boxes group, has designed and produced a bespoke presentation pack for leading cosmetics company, Charlotte Tilbury Beauty, for the launch of its latest perfume. The high quality box was created to introduce the new fragrance to the company’s key target retail buyers, specifiers and influencers. Therefore, it needed to reflect the perfume’s premium positioning and showcase the bottle design to its best advantage while also containing relevant brand information, and providing effective protection for the product in transit. The resulting metal-hinged rigid box features a leather-effect paper with intricate three-colour foil blocking. To further enhance its appearance and feel, the lid also incorporates a thin foam pad, layered between the paper and cardboard. A bright silver finish on the inside is intricately foil blocked in two colours, while the bottle itself sits inside a high density foam fitment that features a suede effect, both of which maintain the luxury image and generate a sense of excitement when opening the box. A great deal of consideration was given to maximising protection for the bottle. High-density foam was considered the best option and water jet cutting was employed in order to ensure complete accuracy, so that the bottle fits tightly and securely within the box. A careful selection of materials was required so that the paper for the lid would accept the intricate foil blocking and
adhere to the cardboard without stretching when wrapped over the foam pad. Clarke Rubicon also carried out in-depth testing of the suede effect finish for the high-density foam to ensure this would withstand the cutting process.
www.pollardboxes.co.uk
www.convertermag.co.uk
June 2017
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