How can brands communicate effectively through packaging design? The aspects and paradoxes of packaging as a communication medium. What to take into account when building packaging design communiation concept?

1. Packaging
as a communication
m e d i u m
PackagingShow 2014, Prague 29.5.
Martin Vlk - Brand Strategy and Business Director

2. 2Veškerá autorská práva a práva duševního vlastnictví vyhrazena. All copyright and intellectual property rights reserved. Fiala & Šebek ¦ Brand VISION and Packaging Design
Packaging as a communication medium?
You will find several paradoxes
in this statement:

3. 3Veškerá autorská práva a práva duševního vlastnictví vyhrazena. All copyright and intellectual property rights reserved. Fiala & Šebek ¦ Brand VISION and Packaging Design
Even though we all live
in a world flooded with
marketing communication...

4. 4Veškerá autorská práva a práva duševního vlastnictví vyhrazena. All copyright and intellectual property rights reserved. Fiala & Šebek ¦ Brand VISION and Packaging Design

5. 5Veškerá autorská práva a práva duševního vlastnictví vyhrazena. All copyright and intellectual property rights reserved. Fiala & Šebek ¦ Brand VISION and Packaging Design
... packaging is a channel we
don t really think about.

6. 6Veškerá autorská práva a práva duševního vlastnictví vyhrazena. All copyright and intellectual property rights reserved. Fiala & Šebek ¦ Brand VISION and Packaging Design
Packaging is the very first
medium a producer can use to
communicate ...

7. 7Veškerá autorská práva a práva duševního vlastnictví vyhrazena. All copyright and intellectual property rights reserved. Fiala & Šebek ¦ Brand VISION and Packaging Design
... and at the same time the very
last one still available when the
whole budget has been cut.

8. 8Veškerá autorská práva a práva duševního vlastnictví vyhrazena. All copyright and intellectual property rights reserved. Fiala & Šebek ¦ Brand VISION and Packaging Design
Packaging is the only medium
the consumer pays attention to
at both key moments, i.e. when
buying the product and when
using it.

9. 9Veškerá autorská práva a práva duševního vlastnictví vyhrazena. All copyright and intellectual property rights reserved. Fiala & Šebek ¦ Brand VISION and Packaging Design
Furthermore, packaging is the
only medium the consumer is
willing to pay for to always
receive the same information.

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What is the future role
of packaging as
a communication
medium for suppliers?

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What is the future role
of packaging as
a communication
medium for retailers?

12. 12Veškerá autorská práva a práva duševního vlastnictví vyhrazena. All copyright and intellectual property rights reserved. Fiala & Šebek ¦ Brand VISION and Packaging Design
What is the future role
of packaging as
a communication
medium for consumers?

13. 13Veškerá autorská práva a práva duševního vlastnictví vyhrazena. All copyright and intellectual property rights reserved. Fiala & Šebek ¦ Brand VISION and Packaging Design
Packaging is a complex
medium. It communicates
through all its visual aspects.

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A simple paper bag.
However, it communicates a lot
of values, which can be used
to deliver a clear message.

15. 15Veškerá autorská práva a práva duševního vlastnictví vyhrazena. All copyright and intellectual property rights reserved. Fiala & Šebek ¦ Brand VISION and Packaging Design

16. 16Veškerá autorská práva a práva duševního vlastnictví vyhrazena. All copyright and intellectual property rights reserved. Fiala & Šebek ¦ Brand VISION and Packaging Design
... but originality still plays a role :)

17. WHAT
CAN WE
COMMUNICATE
WITH THE PACK?

18. Sincerity

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20. Origin

22. Effect

24. Waterproof

26. Soft steps

28. Danger

30. Lifestyle

32. Absolute

34. Declaration

36. Piece of yourself

38. Owner s personality

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40. Tradition

42. Quality of
ingredients

44. Practicality

46. Fashion style

48. Entertainment

50. Emotions

52. Variety of flavours

54. Sharing

56. Optimism

58. Playfulness

60. National pride

62. Honesty

64. Temptation

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66. Premiumness

68. Energy

70. Simplicity

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72. Sophistication

74. Naturalness

76. Purity

78. Sex-appeal

80. Heritage

82. Authenticity

84. Advertisement

86. Preference

88. Confusion? :-)

90. ... in short, anything!
90Veškerá autorská práva a práva duševního vlastnictví vyhrazena. All copyright and intellectual property rights reserved. Fiala & Šebek ¦ Brand VISION and Packaging Design

91. BUT ...
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92. To make it work ...
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93. ...in 2 seconds ...
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94. ...the design should ...
94Veškerá autorská práva a práva duševního vlastnictví vyhrazena. All copyright and intellectual property rights reserved. Fiala & Šebek ¦ Brand VISION and Packaging Design

95. ...focus on ...
95Veškerá autorská práva a práva duševního vlastnictví vyhrazena. All copyright and intellectual property rights reserved. Fiala & Šebek ¦ Brand VISION and Packaging Design

96. ...one key message...
96Veškerá autorská práva a práva duševního vlastnictví vyhrazena. All copyright and intellectual property rights reserved. Fiala & Šebek ¦ Brand VISION and Packaging Design

97. ...only!
97Veškerá autorská práva a práva duševního vlastnictví vyhrazena. All copyright and intellectual property rights reserved. Fiala & Šebek ¦ Brand VISION and Packaging Design

98. 98Veškerá autorská práva a práva duševního vlastnictví vyhrazena. All copyright and intellectual property rights reserved. Fiala & Šebek ¦ Brand VISION and Packaging Design
20,000+SKUs achieved
in total
100+Clients ever worked with
from European countries
10
40+Professional team members
5,000+SKUs on the supermarkets shelves at present
3,000+SKUs designed every year
20years of
experience
2agency destinations & 1work place

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Phone: +420 284 689 444 | E-mail: info@fiala-sebek.cz | www.fiala-sebek.cz
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