Trend Report

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Trend Report

  1. 1. A BroAd Stroke overviewof ProductPAck Aging todAyThe consumer marketplace is becoming morecrowded and more competitive on a daily basis. As aresult, capturing the attention, the imagination andthe loyalty of the customer is both more importantand more difficult than it has ever been before.Many manufacturers and retailers are looking totheir packaging to help them stand apart in theseclose quarters. And what has traditionally been aprotective, tamper-proof cushioning device is nowbeing asked to work harder, longer and with greatersensitivity for the environment.Whether seen on shelf, in store, online or inhand, packaging has an important job beyondplaying bodyguard.It is an essential vehicle for the brand.
  2. 2. Tech Packaging TrendsConsidering that competition among portable Of course, product packaging is as diverse asdevices is some of the fiercest, it is little surprise consumer products themselves, and just like thethat this category has evolved significantly things we buy online and at the mall, some areover recent years. What was once a six-paneled better – sometimes much, much better –specification sheet is becoming a bastion of than others.minimalism, where less – a single image, a logo anda name – is expected to do it all. This is where the Landor Trend Report comes in. We’ve collected examples of some of the mostThis is partly due to universal standards: No longer inspired, most innovative packaging from a rangedoes the customer have to scrutinize small-point of categories for your review, and provided our owntype on the back of the box while wondering what insights as pioneers in the field of how suitableedition they’re using at home. These days, if it’s on some of these trends are for the Verizon brand andthe market, it’s expected to work with everything in its product portfolio.the store.Of course, another reason is the adoption oftraditional luxury design cues by brands furtherdown the ladder. By co-opting minimal text, high-quality photography and super-rich one-colorlayouts, mid-range brands are trying to give theirproducts a sense of exclusivity and cachet.
  3. 3. SuStAinABLe StructureSP er SonAL eXPreSSionStAiL ored interActionSProduct P edeStALLook for these icons to indicate the trends for each product.
  4. 4. SuStAinABLe STRUCTURES 5 | PACKAGING TREND REPORT 2010
  5. 5. reuSe, reuSe, reuSe The shift toward sustainable packaging materials, such as paper, bamboo and similar sources, is not so much a trend as it is a mandatory. This is largely because of the demand of consumers who have grown up with greater environmental awareness and who prefer not sending more plastic to landfills and incinerators. For manufacturers, there are benefits in addition to accommodating conscientious consumers. The past several years have seen a wide variety of sustainable materials come to market, many of which can be advantageous in terms of cost and especially innovation. When good design meets the right sustainable material, the package may never be thrown out, and rather become a functional device on its own.6 | PACKAGING TREND REPORT 2010
  6. 6. SuStAinABL e StructureS The PUMA Phone SOLAR CeLL PHONe Precision imprints with a smaller footprint. 7 | PACKAGING TREND REPORT 2010
  7. 7. SuStAinABLe: inSide And outSideThe Puma solar cell phone is a prime example arrangement to heighten anticipation andof new forms finding new functions through emphasize the quality of the product’ssustainable materials. Made from paper pulp, its engineering.hinged design takes inspiration from outside thecategory. An approximation of a briefcase or tool BECAusE OF ThE PACKAGE’s INNOVATIVE CONsTRuCTIONset with dedicated recesses for each component, AND ITs usEFuLNEss As A sTORAGE DEVICE, CONsuMERsthe full system, upon opening, is presented ARE ENTICED TO KEEP IT AND AVOID PLACING IT IN ThEto the customer in a carefully choreographed RECyCLING BIN. 8 | PACKAGING TREND REPORT 2010
  8. 8. SuStAinABL e StructureS SPRInT ReCLAIM CeLL PHONe high-tech device meets a natural expression and recycled materials. PUMA SHOe BAG Literally “outside the box” and good to keep around. 9 | PACKAGING TREND REPORT 2010
  9. 9. SennheISeR HeADPHONeS special-edition, environment- loving packaging. eBAY BoX ReUSABLe SHIPPING BOXA new set of reusable boxes as part of a pilot program to make shipping a little greener. 10 | PACKAGING TREND REPORT 2010
  10. 10. SuStAinABL e StructureS MoDKAT LITTeR SCOOP second-use packaging: Plastic tag turns into a dust pan. PACT UNDeRWeAR Organic & sustainable underwear says it all. 11 | PACKAGING TREND REPORT 2010
  11. 11. recommendAtionVerizon Wireless has already taken an eco-friendly IMPlICATIonStack with its packaging through its choice of Although Verizon Wireless packaging has alreadymaterials and processes. however, because of adopted eco-friendly measures, there remainestablished consumer expectations and wide opportunities to increase the percentageexposure to eco-friendly practices, such as using recommendAtion of sustainable materials used. Additionally, by revisiting and rethinking pack structuresuncoated recycled paper stock and vegetable themselves, Verizon Wireless has the potential to make great inroads in this trend of secondarydyes, there is little benefit in trumpeting its use meeting sustainability.dedication to using renewable materials.ThE REAL OPPORTuNITy FOR susTAINABLE PACKAGINGIs ExTENDING ThE usEFuLNEss OF ThE sTRuCTuREsThEMsELVEs. 12 | PACKAGING TREND REPORT 2010
  12. 12. Per SonAL ExpRE SSionS 13 | PACKAGING TREND REPORT 2010
  13. 13. Attention PLeASe. using packaging design for fun brand expressions is nothing new, but tech products have traditionally been information- and photo-heavy as manufacturers have had to assuage concerns over things like compatibility. At this point, it’s usually assumed that devices are universally compatible and engineered for ease of use. With technical specifications no longer a primary design element, this information has been moved to the in-box documentation, increasing the available live space dramatically. Product hero imagery has logically rushed in to fill the void. Larger, higher quality images celebrate design and heighten consumer desire. however, one innovative approach has been to rethink the visual design of the pack: rather than use the space to communicate the functional benefit, which the consumer is probably already familiar with, why not use it to express a distinctly emotional benefit? This has led to bold or unexpected human expressions that reflect the brand personality. Catching the consumer by surprise or reflecting a positive internal perception is highly effective at raising brand awareness and brand loyalty.14 | PACKAGING TREND REPORT 2010
  14. 14. PerSonAL eXPreSSionS eARBUDeez HeADPHONeS Faced with a choice. 15 | PACKAGING TREND REPORT 2010
  15. 15. HeAdPHoneS witH PerSonALity.One highly successful example is the line of making his or her selection, the consumer partakesAudiovox Earbudeez. For a product that is usually in a meaningful exchange as they consider theirencased in an impenetrable clamshell package, personal view of themselves.Earbudeez takes a different approach that speaksdirectly to the consumer. Through visual design and CONsIDERING hOW PERsONAL ONE’s MusIC usuALLy Is,slight variations in the earbud positioning, playful, GIVING hEADPhONEs A PERsONALITy sIMPLy AMPLIFIEsexpressive faces alight the primary panel. When ThE OVERALL ExPERIENCE. 16 | PACKAGING TREND REPORT 2010
  16. 16. PerSonAL eXPreSSionS PAnASonIC HeADPHONeS 17 | PACKAGING TREND REPORT 2010
  17. 17. tHe SHAPe of tH ingS.Panasonic takes minimalism one step further ThE LACK OF ANy suPPORTING VIsuALs OR PRODuCT sPECswith its headphone packaging. The shape of ACTuALLy MAKEs A LOuD sTATEMENT TO ThE CusTOMER:the product and its position in the primary panel WE KNOW ThAT yOu KNOW WhAT ThEsE DO.suggest a music note, all that is needed tocommunicate its purpose and its personality. As a result, for a package with very little to look at, Panasonic almost assuredly captures the customer’s full attention. 18 | PACKAGING TREND REPORT 2010
  18. 18. PerSonAL eXPreSSionS Bell TV TV DVR “you know what the TV looks like, so we’re showing you what you are going to look like.” BoXSAl PICNIC IN A BOX Maybe the outside doesn’t have to explain what’s on the inside, because one look and you’ll never forget. 19 | PACKAGING TREND REPORT 2010
  19. 19. Ge lIGhT BUlBS CONCePT PACKAGINGstay out of the dark and the dull. MIllI BULLeT RUNNING SHOeS speed as metaphor. 20 | PACKAGING TREND REPORT 2010
  20. 20. PerSonAL eXPreSSionS GAUSS LIGHT BULBS Night vision. AIAIAI HeADPHONeS & eARBUDS Music isn’t the only thing getting plugged in. 21 | PACKAGING TREND REPORT 2010
  21. 21. recommendAtionThis approach is usually device specific, reserved IMPlICATIonSfor high-profile products. however, it is more oftenturning up on accessory packaging to signal a Because of the need for standardized boxes,product’s – and a brand’s – approachability. manufacturing costs could go up, as this design approach could demand additional colorBECAusE OF ThE sIMPLICITy OF ThE MEssAGE, IT CAN stations to be used in printing.ACCOMMODATE NEARLy ANy OFFERING, AND As VERIzONWIRELEss REVIsITs PACKAGING, IT Is RECOMMENDEDThAT ThIs APPROACh BE ExPLORED. IN A CATEGORy WhOsEDEsIGNs ARE OFTEN uNIFORM, ThIs CAN BE AN EFFECTIVEAND hIGhLy MEMORABLE WAy OF sTANDING OuT. 22 | PACKAGING TREND REPORT 2010
  22. 22. tAiLored inTER aCTionS 23 | PACKAGING TREND REPORT 2010
  23. 23. eXtrA dimenS ionS Between advances in industrial design and the vast choices of available materials and reproduction methods, the device package is a prime target for additional meaning beyond the protection of a product. While thoughtful, artfully designed packaging is nothing new, it has generally been reserved for luxury products where that “extra special touch” is expected due to the price. Only fairly recently has this style of packaging descended the ladder to items outside the premium category. Lower costs have increased the viability of specialty packaging designs for more manufacturers, opening the door to greater opportunity to enhance the connection between product/brand and the consumer.24 | PACKAGING TREND REPORT 2010
  24. 24. tAiLored inter Ac tionS AMAzon KInDle e-BOOK ReADeR The tailor of Amazon 25 | PACKAGING TREND REPORT 2010
  25. 25. tHere iS notHing L ike A good Book.One example of tailored packaging in a non-premium raised lettering, and after opening the package, onecategory is Amazon Kindle. EVERy AsPECT OF ThE finds the product itself in a pure white environment,PACKAGING ExPERIENCE WAs CAREFuLLy CONsIDERED to both subtly and overtly reference the standardDuRING ITs DEsIGN. print experience of reading black letters against a white background.While the exterior appears to be a standard brownAmazon shipping box, upon opening it, the consumer Not missing an opportunity, the Kindle story itselfencounters a black interior and a black structure – begins on the outside of the pack:black packaging being traditionally associated with Once upon a time . . .premium products. The exterior varnish features 26 | PACKAGING TREND REPORT 2010
  26. 26. tAiLored inter Ac tionS Other approaches include using structure and placement of additional items such as manuals, QRGs and secondary product components to assist the user in better understanding the product. For example, a 1-2-3 construction can be a valuable instructional detail to aid in activation or assembly. There are limitless possibilities for instilling packaging with calculated details such as these. What they all have in common is a meaningful insight into how to enhance the user experience. nooK e-BOOK ReADeR surprise details say, “you can’t judge a book by its cover.” 27 | PACKAGING TREND REPORT 2010
  27. 27. WII VIDeO GAMe SYSTeMWhat could be a complicated setup is made easy through thoughtful design. VUe TIMe PIeCe unique enclosure system invites interaction and reuse. 28 | PACKAGING TREND REPORT 2010
  28. 28. tAiLored inter Ac tionS MAC PACKAGe KeYBOARD Precision fit of components emphasizes product construction. URBAneARS HeADPHONeS Reverse point of entry easily accessed through simple folding flaps. 29 | PACKAGING TREND REPORT 2010
  29. 29. lITl InCASeLAPTOP PROTeCTIVe TeCHNOLOGIeSOut-of-category materials add interest and Alternating high visibility orange withpersonality. black lends a premium feel to a largely functional product.MARShAll BIzeRTeHeADPHONeS DVD AND BOOKThe purely functional re-thought as a Neatly bundled old and new media giveunique expression. shelves presence. 30 | PACKAGING TREND REPORT 2010
  30. 30. tAiLored inter Ac tionS noKIA Phone VooDoo CeLL PHONe LAPTOP One box with multiple possibilities. Expertly fitted with the user in mind. Glo helGo ABC INTeRACTIVe BIBLe LIGHT BULBS The Good Book in a new way. Fragile is no excuse for boring. 31 | PACKAGING TREND REPORT 2010
  31. 31. recommendAtionBecause of the specialized processes necessary IMPlICATIonSfor these types of packaging innovations, any across- For the vast majority of packaging, this trendthe-board implementation is not recommended. should have no impact, as tailored structures are reserved almost exclusively for flagship products.hOWEVER, FOR FLAGshIP DEVICEs, IT Is sTRONGLysuGGEsTED ThERE BE sOME sORT OF ADDITIONALDETAIL ThAT REAChEs OuT TO ThE usER.IN FACT, MANy NOW ExPECT IT As MANuFACTuRERsCONTINuE TO LOOK TO AMPLIFy ThE CONsuMER ExPERIENCEThROuGh suCh COMPLEMENTARy TOuChEs. IM 32 | PACKAGING TREND REPORT 2010
  32. 32. Product pEDESTaL 33 | PACKAGING TREND REPORT 2010
  33. 33. HigHLigHting Product Packaging as a means to highlight product design is another trend being encountered more frequently. In some ways the absence of packaging, these types of structures strive to make the product itself the hero. There are many variations of this packaging type including clear plastic molded around the product. Others include representational renderings or high- quality photographs of the product applied to a traditional paneled structure.34 | PACKAGING TREND REPORT 2010
  34. 34. Product pEDESTaL IPoD PORTABLe MeDIA PLAYeR Product as hero. 35 | PACKAGING TREND REPORT 2010
  35. 35. wHAt you See iS wHAt you get.One brand that is implementing this packaging type a connection with the consumer and telling themsuccessfully is Apple with its casing for the Magic what they want to know.Mouse. Glass-like, high-quality plastic molded to TO BE suCCEssFuL, hOWEVER, ThEsE PACKAGING TyPEsa sympathetic shape surrounds the device, which MusT BE ExECuTED WELL, AND ThE DECIsION MusT BEmeans absolutely zero visual interference. This MADE TO usE MINIMAL COPy AND OThER COMMON suPPORTis literally as close as one can get to the actual ELEMENTs. When faced with packaging mandatories,product without touching the actual product. In such as legal requirements, whatever live spacethis instance, the design of the Magic Mouse is is available must be used economically, which canthe hero and is solely responsible for establishing entail additional design time. 36 | PACKAGING TREND REPORT 2010
  36. 36. Produc t pEDESTaL APPle ACCeSSORIeS PACKAGING 37 | PACKAGING TREND REPORT 2010
  37. 37. JAWBone BLUeTOOTH HeADSeT38 | PACKAGING TREND REPORT 2010
  38. 38. Product p EDESTaL InCASe SLIDeR CASe ARMoR MoUnT MOUNTS 39 | PACKAGING TREND REPORT 2010
  39. 39. zUne MeDIA PLAYeR nIXon HeADPHONeS40 | PACKAGING TREND REPORT 2010 40
  40. 40. P roduct p EDESTa L XBoX 360 ACCeSSORIeS 41 | PACKAGING TREND REPORT 2010
  41. 41. AIAIAI SAMSUnGeAR BUDS CeLL PHONeTIMeXWATCH 42 | PACKAGING TREND REPORT 2010
  42. 42. Product pEDESTaL TABleTKIoSK hTC TABLeT CeLL PHONe noKIA DYSon CeLL PHONe AIR MULTIPLIeR 43 | PACKAGING TREND REPORT 2010
  43. 43. recommendAtionThis packaging type is largely a novelty and is IMPlICATIonSbest used for products with a high level of None until presented with a viabledesign and engineering. product candidate.In the future, it is entirely likely that VerizonWireless will bring to market a product that wouldbenefit from a non-traditional packaging approachsuch as these. 44 | PACKAGING TREND REPORT 2010
  44. 44. tHAnk you230 Park Avenue South | New York, NY 10003 | (212) 614-5050

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