Luxury Packaging
Packaging is integral to the experience of a luxury product
When developing solutions for luxury products, brands and their packaging partners must look beyond striking aesthetics – as vital as they are – and consider how they can turn their packaging into an irresistible experience for the end user, says Sarah Rutland, market development manager, Filtrona Tapes
D
emand for luxury shows no signs of abating. For consumers, navigating a shifting and unpredictable world leaves us feeling uneasy and anxious, an emotional state we attempt to lift through positive experiences like luxury purchases. The idea of luxury paves the way for a more considered and imaginative approach that brings something to relish and enjoy.
Luxury brands have always used packaging as an effective way to showcase their quality to the consumer, but with stricter regulations on the way, this is all set to change. From research and development to design and display, so much is at stake in a fast-growing industry worth $2.3 billion in Europe alone.
REAL LUXURY
A brand will naturally retain customers if it provides customers with a positive experience through easy, effortless, and efficient transactions. But if this is the destination, then what of the journey? There’s a comprehensive checklist of all the factors you should keep in mind, from dreaming up the initial concept and design to putting the finishing touches on the final packaging project. This kind of careful attention to detail makes the difference between a pack that looks and feels opulent and one that doesn’t – so it’s vital to ensure that no project element is overlooked. Brands must contend with the sustainability of materials and production costs. Still, they must also create something that looks appealing, feels luxurious and stands out in a highly competitive field. And if that wasn’t enough, designers also must consider trends, the current economic climate, and other external factors that could make or break a product on the shelf. More than any other type of packaging, luxury packs rely on the feeling they evoke in customers. Everything about the luxury space hinges on
creating this air of opulence and exclusivity – from a brand’s identity to its pricing and the intricate details of the packaging design that delivers the bespoke feeling that a luxury brand strives to create. Several elements weave together to conjure up a spell that convinces consumers to buy a product
they might not need but can’t resist. However, the explosion of ‘masstige’ brands means consumers have become accustomed to a higher level of quality from all packaging. Enhanced packaging techniques that were once the preserve of the luxury sector – like foiling and
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September 2023
www.convertermag.com
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