Just last week I was sitting across from a client who was talking me through the astounding percentage of shoppers who were leaving the aisle where his products were stocked in store without purchasing anything. Unfortunately for brand owners, this is not an uncommon story. It happens across multiple categories and across multiple channels. Shopping has become a very confusing, labour intensive exercise. Add to that the increasing number of options we have available to us for any given product, that we are all increasingly time poor, and if you’re like me, also have a toddler in tow on any shopping experience – is it any wonder that shoppers are feeling overwhelmed? Leaving stores without purchasing what they went in for and wondering if on-line shopping is a better alternative?
One of the inherent characteristics of a challenger brand is the mindset of believing that if it’s perfect, you can make it better, if it’s broken, you can fix it and if you’re not growing, you’re not changing.
With the increasing access to instant information media consumption continues to become more fragmented, meaning that it’s harder than ever to find the best way to communicate with consumers. Because of this, effective packaging is crucial for a brand’s success and is much more important than just a physical shell to contain or protect the product. Here we consider the importance of packaging design for challenger brands.
This report identifies and analyses what Saltmine Design Group deem to be the key packaging trends for 2017. We name 7 key trends and provide case studies and real-life examples of these trends in market.