Watch: Innovating in packaging
How fresh thinking and new technology enhance the creative process and consumer experience.
Products and the messages they carry need to be more relevant than ever if they’re to stand out of the shelves and cut through the clutter.
That was the message shared by packaging expert Dr Janet Shipton and Linney Head of Insight, Jonathan Rhodes, at the recent Packaging Innovations 2018 event.
In a keynote speech they outlined how the answer lies in rethinking how we research product and packaging development – using technology to understand more about what people think and do, rather than just what they say.
When it comes to packaging, it’s often difficult for consumers to articulate their preferences for some of the characteristics that concern us most in the industry – like shapes, substrates, colours and textures.
The talk was a chance to show how we integrate insight into the creative process in a way that complements design decisions, without compromising the process or sacrificing the needs of the customer – and you can look back on it here.