"Packaging is the most overlooked and under-utilised marketing channel." Dominic Twyford on how to encourage a distinct, empathetic and consumer-centric approach through great packaging design.

1. IMPROVING THE QUALITY AND PERFORMANCE
OF PACKAGING
YOUR PACK ON THE
RACK

2. 2
WHAT WE WILL COVER
THE POWER OF PACKAGING
THE 5 RULES OF GREAT PACKAGING
• BE DISTINCT
• DESIGN WITH EMPATHY
• KNOWLEDGE IS POWER
• THINK LIKE AN INSURGENT
• ADAPT TO DIGITAL
YOUR FAVOURITE PACKAGING AND WHY?

3. WHAT DO YOU SEE?

4. A PACK?
NECESSITY
PROTECTION
RECOGNITION
SELECTION
FOP/BOP/SIDES
A BRAND PLATFORM?
LAUNCH PAD
A BRAND BEACON
POSITION AND DEPOSITION
DOMINATE CATEGORY
BRAND COMMUNICATION

5. 5
PACKAGING IS THE MOST
OVERLOOKED AND
UNDERUTILISED
MARKETING CHANNEL.
THIS IS WHAT I THINK

6. 6
• YOU NEED IT, SO DO IT WELL.
• THE BEST OWNED MEDIA THAT YOU HAVE.
• YOUR AUDIENCE IS IN BUYING MODE.
• NO INTERMEDIARY.
• AN ADVERT IN THE HOUSEHOLD.
WHY?

7. 7
1. THE HUMAN EYE INTERPRETS AN
IMAGE IN 13 MILLISECONDS.
2. HOW THINGS LOOK INFLUENCE
BUYING DECISIONS.
MAKE VISUAL COMMUNICATION COUNT

8. 8
VAN LEEUWEN ICE CREAM, USA
APPEAL TO INSTAGRAM GENERATION
50%INCREASE IN SALES
US$ 20PER PINT

9. 9
WHY IS THIS EVEN MORE IMPORTANT IN INDIA?
SELF-SERVICE
CONTEXT IS KEY

10. 10
SERVICE
CONTEXT IS KEY

11. 11
AUGMENTED SERVICE
CONTEXT IS KEY

12. 12
AUGMENTED SERVICE
CONTEXT IS KEY

13. THE 5 RULES OF
GREAT PACKAGING

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#1 BE DISTINCT

15. #1 BE DISTINCT

16. #1 BE DISTINCT

17. #1 BE DISTINCT

18. #1 BE DISTINCT

19. #1 BE DISTINCT

21. #2 DESIGN WITH EMPATHY

22. 22
START
THINKING
“PEOPLE”
STOP THINKING
“TARGET
GROUPS”
#2 DESIGN WITH EMPATHY

23. 23
#2 DESIGN WITH EMPATHY

25. #3 KNOWLEDGE IS
EVERYTHING

26. REACTIVE
• DEFENSIVE
• USED AS A TIEBREAKER
• VIEWED IN ISOLATION
• AVOIDS DECISION MAKING
PROACTIVE
• CREATES INTERNAL DEBATE
• IDENTIFIES NEW OPPORTUNITIES
• PART OF THE CREATIVE PROCESS
• FOCUSES ON THINKING
RESEARCH
•

27. LISTEN TO YOUR CUSTOMER

28. GET TO KNOW YOUR
INFLUENCER

29. 29
29
BRIEF DEVELOPED
DESIGN
FINAL DESIGNCONCEPT
DESIGN
RESEARCH AT
FINAL DESIGN
• HIGH RISK
• TOO LATE
• LIMITED OPTIONS
• EXPENSIVE
TYPICAL RESEARCH
•

30. 30
30
BRIEF DEVELOPED
DESIGN
FINAL DESIGNCONCEPT
DESIGN
3) RESEARCH AT
FINAL DESIGN
• FINAL CHECK
1) CONSUMER
INSIGHT
• GAIN
INTELLIGENCE
• INFORM & GROUND
THE BRIEF
2) TEST INITIAL
ROUTES
• TEST DISTINCTLY
DIFFERENT ROUTES
• GAIN IMMEDIATE
CONFIDENCE
OPTIMISING RESEARCH
•

31. #4 THINK LIKE AN
INSURGENT

32. 32
THEY FIGHT THEIR BATTLE
THROUGH DESIGN.
THEIR BATTLE FIELD IS THE
POINT OF PURCHASE.
#4 THINK LIKE AN INSURGENT

33. #4 THINK LIKE AN INSURGENT

34. 34
WHAT IF YOU HAD A LIMITED
BUDGET?
#4 THINK LIKE AN INSURGENT

35. 35
#4 THINK LIKE AN INSURGENT
1. FIND AN AUTHENTIC BRAND STORY
2. LOOK, SPEAK & ACT DIFFERENTLY
3. CAREFULLY TARGET AN AUDIENCE
4. UTILISE SOCIAL MEDIA

36. 36
36
• FIND AN AUTHETIC BRAND STORY
• LOOK, SPEAK & ACT DIFFERENTLY
• CAREFULLY TARGET AN AUDIENCE
• UTILISE SOCIAL MEDIA
PAPER BOAT

37. 37
37
DEPOSITIONING THROUGH DESIGN

38. 38
38
DEPOSITIONING THROUGH DESIGN

39. 39
39
DEPOSITIONING THROUGH DESIGN
• DISTINCT/ STANDS OUT.
• STRONG AND NEW USE OF COLOUR.
• MORE APPROACHABLE THAN COMPETITORS.
• SOFTER/ FRIENDLIER BOTTLE STRUCTURE.
• VISUAL REPRESENTATION OF USAGE.

40. 40
40
BLINDLY FOLLOWING CATEGORY CODES
XXXXXXX

41. 41
41
BE BOLD BUT NOT RECKLESS

42. #5 ADAPT TO DIGITAL

43. 43
DESIGN FOR WEB
BRAND EXAMPLE
#5 ADAPT TO DIGITAL

44. 44
CREATE A CONSUMER
LAUNCH PAD
#5 ADAPT TO DIGITAL

45. 45
#5 ADAPT TO DIGITAL
• CREATE A GATEWAY TO YOUR BRAND.
• INCREASE YOUR REAL ESTATE.
• BRING PRODUCT TO LIFE.
• ACTIVATE THE POINT OF PURCHASE.

47. 47
• BE DISTINCT
• DESIGN WITH EMPATHY
• KNOWLEDGE IS EVERYTHING
• THINK LIKE AN INSURGENT
• ADAPT TO DIGITAL

48. 48
WHAT IS YOUR FAVOURITE
EXAMPLE OF PACKAGING
AND WHY?

49. 49
49
THANK YOU
Dominic Twyford
Client Services Director, FITCH South Asia
@dom_twyford
@FITCHdesign