packaging trend
TRANSCRIPT
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BR!ND BUILDINGtrough packaging
#CODE 30, Code Margonda
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Mengapa Branding melalui Packaging?
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Keputusan pembelian dibuat di Supermarket
Shoppers s"itch brand saat berada dalam supermarket
70%
10%
#F!CT
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P!CK!GING adalahPHYSIC!L EVIDENCE
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productbrand identity
physical evidence
+ =
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#Brand Building• Functional Benefit
• Emotional Benefit
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• Functional
• Emotional
OLD NE#
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#B!CK TO THE ROOTS
FUNCTION!L
EMOTION!L
1. S!FETY
2. ERGONOMY
1. COLOR
2. IM!GE
3. BR!ND PERSON!LITY
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FUNCTION!L BENEFIT C!SE STUDY
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material
Text
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ergonomy
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ergonomy
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EMOTION!L BENEFIT C!SE STUDY
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Image
Persepsi yang disalurkan melalui packaging. Sangat dipengaruhi oleh budaya dan kebiasaan tiap negara.
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Color
Meningkatkan pengenalan brand (brand recognizeable)
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Brand Personality
Menunjukkan persona segmen dari brand tersebut.
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TREND OF FUTURE P!CK!GING
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Green IssueKemasan yang mempertimbangkan aspek sustainability bagi lingkungan hidup
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Tingginya angka impor produk asing yang masuk sebanding lurus dengan naiknya kesadaran spiritual konsumen.
Halal is my "ay
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Perkembangan smartphone meningkatkan interaksi antara brand dengan konsumen
Technology Issue
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Terkait dengan green issue, produsen mencari cara agar kemasan dapat digunakan kembali.
Reuse Packaging
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Kemasan digunakan sebagai media untuk menjelaskan brand story dari sebuah produk.
Storytelling
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Kesadaran orang tentang pola hidup sehat makin meningkat sehingga menjadikan produsen memberi highlight pada keunggulan sehatnya
Health & #ellness
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Dengan saturasi brand yang makin jenuh, kemasan minimalis justru memiliki stopping po"er lebih kuat
Less is more
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Kesibukan orang dan kecepatan interaksi makin tinggi menuntut kemasan produk tidak hanya ergonomis, namun instant.
Mobile Packaging
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Packaging bekerja sebagai silent marketing, yang tanpa sengaja mengajak orang menciptakan viral.
Consumer Generated !dvertising
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Namaste;)
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