Luxury Packaging Thinking Outside the Box
In a world where first impressions last, packaging has evolved beyond functionality.
B
We See What Others Miss.
AI-based
Print Inspection for
100% Safety, Sustainabilty
efore a consumer interacts with a product, its packaging will establish brand emotions, creating experiences at every touch point within the buying process.
WestRock found that 72 percent of consumers stated that packaging design infl uences their purchasing behaviour.
Packaging has evolved beyond the protection of a product; its design, colour, material and feel can help a product stand out, portray quality, drive sales and build brand loyalty in an often-crowded marketplace. Harrison Packaging managing director Craig Turnbull comments, “An innovatively crafted package can convey exclusivity and sophistication, essential for luxury brands. It is about going beyond expectations to create an immersive brand experience.”
DURABILITY REMAINS A NECESSITY FOR PRODUCT PROTECTION
Beyond aesthetics and the brand, the durability of luxury packaging remains critical. Luxury packaging must withstand handling, transit and other factors while maintaining its appearance and safeguarding the product.
“Luxury packaging should be as functional as it is beautiful. Working with carton board suppliers, manufacturers select materials for a premium fi nish that off ers maximum protection,” continues Turnbull.
SOCIAL MEDIA AND THE UNBOXING EXPERIENCE
Today, we cannot scroll through social platforms without seeing reels featuring infl uencers unboxing luxury branded products with as much emphasis on the packaging as there is on the product. This trend is imitated by consumers sharing their unboxing moments.
Whether social media, brand marketing or online
infl uencers, it shapes perception and expectation, particularly among the younger generation, who see luxury as a symbol of success. Luxury packaging will only become increasingly essential for elevating brand infl uence and loyalty.
TECHNOLOGICAL ADVANCEMENTS IN PRINT Technology is helping to change packaging into an art form incorporating special coatings and varnishes, Pantone spot colours, embossing and debossing, advanced cutting, die cutting, perforating, foiling and lamination.
www.EyeC.com
A world of options is available with the evolving print technologies. Turnbull explains, “At Harrison’s, a Koenig & Bauer Rapida 106 X is enabling us to handle
up to eight colours and off er a range of fi nishes in a single pass and at an impressive 20,000 sheets per hour, and we have incorporated a camera system to monitor the printed sheets against the required standard.”
LUXURY AND SUSTAINABILITY
To meet the current demands for luxury packaging, we cannot ignore the importance of sustainability. Trivium Packaging, a supplier of metal packaging, found that 74 percent of consumers are willing to pay more for sustainable packaging.
In the past, luxury packaging often implied no thought for environmental impact; today, brands and packaging manufacturers are integrating sustainable practices to meet the needs of eco-conscious consumers and net zero objectives, without comprising creativity and quality.
Turnbull explains, “Investing in print technologies combines innovative design with effi ciency savings and focusing on the supply chain ensures end-to-end like-minded sustainable practices. For example, in the luxury market, we utilise carton boards as they can be recycled up to seven times and combine recycled and virgin fi bres.
“Conventional inks are being chosen over UV inks due to the energy required in the UV ink curing process compared to conventional inks set with air/oxidation. “Add to this the range of internal net zero initiatives and we are seeing signifi cant positive environmental impacts in the packaging industry.”
THE ROLE OF PEOPLE
While technological advancements are helping to drive luxury packaging design, we cannot overlook the people involved in the process.
Turnbull continues, “Innovative packaging is not just about machinery; it is also about the people who think outside the box to create unique packaging designs. They get underneath the brand, working with clients to develop packaging solutions that engage with consumers, protect the product and build brand loyalty.”
WHAT DOES THE FUTURE HOLD?
The luxury packaging industry must deliver sustainable, innovative and memorable solutions that resonate with environmentally conscious consumers and the up-and-coming generation, our future consumers, who may grow up to be the future buyers of packaging solutions.
01642 754600
sales@harrisonpack.com
www.harrisonpack.com.
www.convertermag.com
Page 1 |
Page 2 |
Page 3 |
Page 4 |
Page 5 |
Page 6 |
Page 7 |
Page 8 |
Page 9 |
Page 10 |
Page 11 |
Page 12 |
Page 13 |
Page 14 |
Page 15 |
Page 16 |
Page 17 |
Page 18 |
Page 19 |
Page 20 |
Page 21 |
Page 22 |
Page 23 |
Page 24 |
Page 25 |
Page 26 |
Page 27 |
Page 28 |
Page 29 |
Page 30 |
Page 31 |
Page 32 |
Page 33 |
Page 34 |
Page 35 |
Page 36 |
Page 37 |
Page 38 |
Page 39 |
Page 40 |
Page 41 |
Page 42 |
Page 43 |
Page 44 |
Page 45 |
Page 46 |
Page 47 |
Page 48 |
Page 49 |
Page 50 |
Page 51 |
Page 52 |
Page 53 |
Page 54
