Retail

The Power of Personalised Packaging

Personalised packaging design has been on the rise during 2018. With the concept of bespoke packaging also taking off, some companies have taken this customisation a step further to make products look more desirable to consumers.

Brand packaging is getting personal, but why is using someones name so effective?

  • Connect with customers; when they see their name on a product it instills a sense of importance. Good packaging should lead to customer satisfaction and an enjoyable purchasing experience. Personalisation helps to build better and stronger relationships between brands and consumers. It increases customer engagement and brand awareness, therefore resulting in improved business.
  • Create value; customising mundane products turns them into something unique. Digital technology is allowing for a wide range of personalisation opportunities. This allows ordinary, everyday items to hold more importance on the shelf. Personalisation is a quick and easy method of making a product appear unique and enticing. By doing this, brands can also increase the value of these products, literally and figuratively. It’s also one way to encourage reuse, with some packaging items turning into collectors items.
  • Meets long term needs; personalised packaging design can help brands understand their customers better. It can be used to inform future brand engagements, emphasis certain brand values and foster a sense of community amongst their target market.

Coca-cola’s cans and bottles featuring common first names started a growing trend. The ‘Share a Coke’ campaign highlighted how successful personalisation can be. The campaign began after the realisation that young people weren’t connecting with the brand, so Coca-cola decided to communicate directly with this demographic, and increase its impact on the shelf.

Coca cola personalised packaging, not designed by AKGraphics

Coca cola personalised packaging, not designed by AKGraphics

 

Irn-Bru (a Scottish soft drink brand) responded to Coca-cola’s campaign with a personalisation of their own. They created bottles with 56 different Scottish tartan designs –one for each major clan, and one Irn-Bru design. Irn-Bru recognised that “you don’t want people to always find their own clan tartan straightaway, but within a reasonable number of store visits so they become a bit of a collector’s item. So you need to find a way to distribute a random mix of the samples.”

Irn-Bru tartan labels, not designed by AKGraphics

Irn-Bru tartan labels, not designed by AKGraphics

 

Nutella’s personalisation campaign was built around how people already use the chocolate spread in meals and snacks. ‘Your Nutella, your way’ invites people to personalise a jar and share their ‘Nutella Stories’ on Nutella’s website and social media. This guided people into advocating for the brand and created a community of consumers sharing their brand experiences.

Nutella personalised packaging, not designed by AKGraphics

Nutella personalised packaging, not designed by AKGraphics

 

Heinz sold personalised cans of soup through a ‘Get Well Soon’ campaign. Each can sold for over twice the price it would regularly, but with the incentive of £1 per can also going to charity, customers appeared willing to pay.

Heinz personalised label, not designed by AKGraphics

Heinz personalised label, not designed by AKGraphics

 

Snickers released 21 symptoms of hunger, in line with their ‘You’re Not You When You’re Hungry’ tagline. Snickers brand director Allison Miazga-Bedrick said: “We believe the new bars will inspire people to not only quickly identify their own symptoms and satisfy their hunger, but give them a new, fun way to call-out friends and family on who they become when they’re hungry, too.”

Snickers packaging, not designed by AKGraphics

Snickers packaging, not designed by AKGraphics

Snickers packaging, not designed by AKGraphics

 

Vegemite – for Christmas, Kmart once sold personalised jars of Vegemite. For $10, consumers could have Kmart print the name of their gift recipient on a 455g jar and send it locally or overseas.

Vegemite label. not designed by AKGraphics

 

To celebrate the relationship consumers have with the brand and drive deeper engagement, Firefly began a campaign where customers can upload pictures of themselves, and also features iconic images from Festival No.6 (the boutique arts and music festival). Customer pictures would be uploaded via the Firefly website, app or through social media using the hashtag #feelingfly.

Firefly packaging, not designed by AKGraphics

Firefly packaging, not designed by AKGraphics

 

While personalised packaging has shown success in these brands, it also has its limitations. With technology constantly updating, perhaps the next stage will be the personalisation of ingredients and recipes, making products truly unique to customers.

This idea is employed in Magnum’s Pleasure Stores, where customers can personalise the flavours and topping of their ice cream –with over 2000 variations possible. These stores have been set up worldwide, including places like New York, London, Singapore, Italy and Portugal. An idea like this makes a brand stand out and gets people talking about it – on social media too with their hashtag #DreamMagnum

Magnum personalised ice creams, not designed by AKGraphics

Magnum personalised ice creams, not designed by AKGraphics

Magnum personalised ice creams, not designed by AKGraphics

Magnum personalised ice creams, not designed by AKGraphics

Magnum personalised ice creams, not designed by AKGraphics

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Skincare Packaging Design Trends

Understanding the trends influencing the market can help set your product out from the rest of the market. Here are some trends seen in current skincare packaging.

 

Eco-responsible packaging

Customers are becoming more aware of how packaging affects the environment and therefore are preferring to opt for more eco-friendly and sustainable packaging options. Eco-friendly packaging has also become a key marketing strategy to make customers think that the product is made of natural ingredients.

E.g. Lush Cosmetics markets a 100% post-consumer recycled plastic packaging. 35% of Lush products are sold ‘naked’ and without packaging at all.

Range of skincare products, packaged and unpackaged

Lush packaging, not designed by AKGraphics

Lush bath bomb products in store

Lush packaging, not designed by AKGraphics

E.g. Ethique are on a mission to eradicate the world of plastic waste. They started in 2012 when founder Brianne West began making natural beauty bars in her science degree lab as an alternative to the 80 billion plastic shampoo and conditioner bottles thrown out globally each year. Since then Ethique have stopped over 500000 plastic bottles ending up in landfills. The bold colours used in their paper packaging ensures high self impact and makes this a memorable packaging design.

Ethique packaging and products

Ethique packaging, not designed by AKGraphics

Ethique packaging and products

Ethique packaging, not designed by AKGraphics

 

DIY/Customised label

Google’s 2017 beauty trend report revealed that DIY-labeled beauty products are fast rising. The next generation of customers enjoy the opportunity to customize their own cosmetic experiences and treatments, one way is through bespoke packaging. Innovative packaging solutions like personalisation helps customers feel more valued and that the product is specifically suited to them.

E.g. Wondermins is a NZ company that allows customers to select which vitamins they want to supplement their diet, and Wondermins sends them a supply with a package of daily vitamins, customized with the customers name.

Wondermins vitamins packaging

Wondermins, not designed by AKGraphics

 

Men’s increased awareness

Men are beginning to show more of an interest and awareness in cosmetic care. They prefer informative and refined skincare labels over the stereotypical and medical style of packaging, as they want to know more about the product and make an informed decision when buying.

Hawkins & Brimble mens beard care packaging

Hawkins & Brimble, not designed by AKGraphics

No 7 mens skincare

No 7, not designed by AKGraphics

Barbon mens skincare packaging

Barbon, not designed by AKGraphics

 

Minimalist design

Simple design means customers can make intuitive decisions. Going minimal means limiting the content on the packaging, creating a visual language can help to communicate the product better than a paragraph of words would. If labels can limit the messaging to a few words and icons, it won’t take customers long to decipher the cosmetic packaging.This reflects our fast-paced society, and means shoppers won’t have to slow down to read labels.

Skincare packaging design

Naturaglace, not designed by AKGraphics

Minimalist packaging, square box

Eskay, not designed by AKGraphics

Malako skincare packaging, neutral colours

Malako, not designed by AKGraphics

 

Pastels

Pastels are coming back on trend with the rise of feminine and calming packaging design. It speaks to our softer side and offers an alternative to the bold bright colours that have also be seen in packaging. Pastel packaging gives the product a warm and welcoming feel, customers are eased into it rather than being rushed – exactly what they want when browsing skincare labels.

Funky shaped skincare packaging

Kevin Murphy, not designed by AKGraphics

Pastel coloured box packaging

Hanyul, not designed by AKGraphics

Beige box packaging

Huxley, not designed by AKGraphics

 

Doodles

Adults relate to drawing based designs because it conveys energy and reminds them of their childhood. Doodles are often imaginative illustrations that describe the product in an exciting way and can make the customer smile.

Illustrated line drawing packaging

Elaboratium, not designed by AKGraphics

Bright and fun drawing packaging

Mythos, not designed by AKGraphics

Female illustrations, skincare packaging

Bloom, not designed by AKGraphics

 

Big text

It’s easy to send a clear message when the focus of the packaging is large text. Often a bold and sans serif font is used to catch the customers attention, and a serious or creative message can ensure they continue checking out the product. This is particularly useful in skincare packaging and cosmetic packaging, when there might be a lot of ingredients but you want to get one main point across.

Skincare tube and box with large text

Love, not designed by AKGraphics

Layout of various skincare products

Red Earth, not designed by AKGraphics

Charcoal soap

Babe Scrub, not designed by AKGraphics

 

Vintage

Throwback design thrives on us remembering. It also conveys the idea that the product has been around for a while, and therefore it must be a success brand and quality product. Vintage design in skincare packaging shows the brand identity has tradition through the use of structure, a limited colour palette and clear detailing.

Bath foam and body lotion set

Boots, not designed by AKGraphics

Small bottles with vintage labels

Caru, not designed by AKGraphics

Vintage looking skincare range

Boots, not designed by AKGraphics

 

Holographic

Adding a holographic foil effect to packaging brings flair to any product. An innovative packaging style, it creates depth through the changing colour and light effect to catch the customers eye. Holographic design stands out from flat colored products, and adds elegance and value to a product.

Small boxes with holographic effect

Obe, not designed by AKGraphics

Silver holographic tubes

Mac, not designed by AKGraphics

Box with thin line holographic effect

Rewind, not designed by AKGraphics

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Food Packaging Design to Increase Sales

The below image shows two icecream tubs. Both tubs contain the same text content, and without tasting the icecream many people would make an assumption that one is more natural and healthier than the other. Why? Because with effective packaging design you have the power to control consumers’ mind (to a certain extent).

Same Product

Same Print Cost

Different Design = Different Perception

Ice-cream packaging design

The practical function of food packaging is to keep the contents safe and fresh until it reaches the consumer but it also serves other hugely important purpose.

By utilising design, you can guide a consumer’s perception of your product to help to increase the likelihood of them making a purchase – that is nice to be able to do.

You know your product inside out but consumers out there may not have tasted your product previously. They have to rely solely on their perception of your product. Before that first taste their perception is their reality. “This looks like a delicious indulgent treat” or “oh that looks tasty and looks healthy” are things we might think before we buy or taste something based solely on the packaging design. In an ideal world, no-one would judge a book by its cover, we would read the information on food packaging and make rational informed decisions. This is not the case and part of being human is our use of multiple senses to process the world around us.

The power of packaging design doesn’t stop there. Food packaging design influences not only buying decisions but the actual perceived taste of the product.

Sounds far-fetched? Read on…

Eating is a multisensory activity. Scientists have proven that what we perceive as taste is actually a combination of taste, smell, sight, sound and touch. Surely as a food producer it makes sense to use this information to your advantage.  One example of this phenomenon was consumers stating that Coca-Cola had changed its formula and tasted less sweet – the only change made by Coca-Cola was to the packaging design. They used white limited-edition cans during a fundraising campaign for polar bears and this change in packaging design influenced peoples’ perception of the taste. Charles Spence, a professor of experimental psychology at Oxford University, has proven time and time again, through practical experiments, that colours and the type of materials used in packaging can influence taste perception.

Maybe you have always known that packaging design is an important part of your product or maybe you thought that design was an expense that couldn’t be justified. Whatever your thoughts were on design previously maybe its importance has increased in your mind now, after all science doesn’t lie.

So, if we have sparked your curiosity what should you do next? Here at AKGraphics we have a wealth of knowledge when it comes to food and beverage packaging design so we would encourage you to get in touch with us. We are driven by a consuming curiosity about packaging and how we can use our knowledge to give our clients a competitive edge through effective design. We take an innovative and creative approach to packaging design so that your packaging will stand out in an ever-changing retail environment. We design packaging that captures the essence of a brand with the aim of your product becoming a best-selling item and to get consumers to reach out for your product rather than a competitor’s.

Email anne@akgraphics.ieor call us on 059-9133633 and we can discuss some ideas for your packaging.

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DESIGN FOR RETAIL DISPLAY

We’ve gathered up some inspiration for retail display that will help create impact for your products.

When diving into Retail Display, whether it be a Pop-Up Shop, Free Standing Display Unit, Shelf Space or Floor Graphics, there are many considerations you should make regarding design and the science of visual merchandising. Your sales space has to be efficient and productive as your retail display is effectively your main salesperson and focal point. Often, the more stylish, creative and outlandish your retail display is, the bigger lure you have over potential customers. The end goal is to make your business stand out from your competitors and the best way to achieve this is through strong and effective design.

FREE STANDING DISPLAY UNITS

Free Standing Display Units (FSDU) are the main tools used for Point-of-Sale which are utilised by retailers and marketing teams. Free Standing Display Units are perfect for displaying new products or a promotional offer. FSDU’s are also very effective in enhancing brand awareness among existing customers and new customers. Having a high quality Free Standing Display Unit not only raises your brand profile but also increases product sales. Free Standing Display Units are typically made for temporary use, however, the advantages of creating a bespoke, high quality display unit are far greater. Take Walsh Whiskey Distillery for example. Walsh Whiskey Distillery recently had bespoke Free Standing Display Units created to be displayed as part of their Pop-Up Shop in Terminal 2 of Dublin Airport. The Pop-Up Shop remained on display in Dublin Airport for 2 months as part of a marketing campaign to raise brand awareness and increase product sales. However, after the 2 months passed, instead of discarding the Free Standing Display Units, Walsh Whiskey Distillery were able to reuse the display units in their own whiskey distillery based in Carlow. By Walsh Whiskey Distillery making the decision to make a high end Free Standing Display Unit and Pop-Up Shop, they not only made a lasting impression in Terminal 2 of Dublin Airport during peak season, but they were able to make use of the display units again ultimately maximising their value for money.

walsh-whiskey-distillery-dublin-airport-terminal-2-pop-up-shop

Example of how Walsh Whiskey Distillery has high quality bespoke Free Standing Display Units built to display in Terminal 2 of Dublin Airport. Due to the quality of materials used and high end finish they were able to reuse them in their own distillery afterwards. Design by AKGraphics.

High quality retail display unit

Copper piping used on the Walsh Whiskey Distillery Retail Display Units. Design by AKGraphics.

 


HIGHLIGHTING SHELF SPACE FOR RETAIL DISPLAY

Highlighting Shelf Space is another important aspect to considering when contemplating diving into Retail Display. Making you product stand out from the rest of your competitors can some times be a tricky task, however, by highlighting shelf space and creating a separate section for your products, you not only allow your product to stand out, but it also gives your brand a sense of superiority and prestige. Highlighting Shelf Space makes your brand look special, so special that it has its own section. This effect can be achieved by framing the shelf space with some branding, this would be the simplest solution as you are still using the existing shelves. Another solution to highlight shelf space is to have a box built into the shelf, this allows you create more interesting shelves and generally lets you customise your shelf space more creatively.

Shelf display design

Glenfiddich utilised their shelf space by having a box built into the shelves. This allowed them to create interesting and intricate shelves which enhances the display of their products. Design not by AKGraphics.

 


LARGE AND SMALL SCALE FLOOR GRAPHICS FOR RETAIL DISPLAY

Another alternative option for retail display is creating floor graphics, or floor stickers, as some people refer to them as. Displaying your brand as floor graphics opens the door for your business to be very creative and innovative, whilst still maintaining the corporate style. Designs for Floor graphics that are large and very effective as they often cannot be overlooked. Floor graphics can vary in size, from large aisle-long graphics to small and medium sized floor stickers. Because the large floor graphics are often very eye catching, it means the smaller sized floor graphics often have to be more innovative – making the passer by to take notice and remember the message.

Floor graphics for supermarket

Heineken used large floor graphics in this supermarket to promote the release of their new product, “Heineken Light”. The huge, aisle-long graphics are impossible not to miss. Design not by AKGraphics.

Floor sticker design

Fox’s used a small floor graphic, however, by being innovative and creative they were able to get equal impact to a large floor sticker design. Design not by AKGraphics.

 


UNUSUAL MATERIALS USED FOR RETAIL DISPLAY

Retail Displays are often made out of cardboard, however, a whole range of material can be used and considered as an alternative. Wood, metal, plastic, concrete and glass are just some of the materials that can be used to display your retail space. Often, for temporary display units cardboard is used which is limited in terms of what you can do with it. However, an alternative to this is Re-Board. Re-Board is a rigid paperboard, it is lightweight which makes it perfect for temporary display units, however, it is extremely strong which means it could be used for short and long term retail display units. Re-Board can be printed directly onto which allows you to mimic different material such as wood and metal. Re-Board could be used for both Free Standing Display Units (FSDU) and for Highlighting Shelf Space.

Re-board display unit

Example of Re-Board used to create a tall Free Standing Display Unit (FSDU). Design not by AKGraphics.

re-board texture finish

Example of how textures can be printed on to Re-Board to create a more expensive and exclusive finish. Design not by AKGraphics.

 


EXTRAVAGANT AND CLEVER RETAIL DISPLAY UNITS

Some Businesses can go over the top with their retail display, however, they often have a big reward. More extravagant retail displays and crafty retail display unit have more of a chance the passer by will take notice, remember and importantly tell others about it. Whether this is from just sheer size or a combination of huge scale, lights, unusual materials, clever marketing and effective design – the result is often the same, increase in product sales.

Retail display

Red Bull went for huge scale and innovative thinking and decided to build their own Formula 1 car out of Re-Board to display their energy drinks. This was both promoting their energy drink product and their car which races regularly in Formula 1.
Design not by AKGraphics.

Hendricks used a mixture of witty marketing and unusual materials to successfully promote their gin in this display unit. A bathtub that dispenses gin caught many customers attention. Design not by AKGraphics.

Hendricks used a mixture of witty marketing and unusual materials to successfully promote their gin in this display unit. A bathtub that dispenses gin caught many customers attention. Design not by AKGraphics.

Hopefully some of the above ideas have grabbed your attention. If you required your own bespoke retail display design you can contact Anne on 059 9133633 or email anne@akgraphics.ie

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