Innovation in packaging design – so what?

Some interesting research has recently been undertaken by Helsinki University, commissioned by M-real Consumer Packaging. I found it interesting because it provides the strand of an insight that opens up a wider debate about ‘Innovation’ and how that fits with the provision of consumer benefits and convenience. The research report details two studies. The first is a ‘brand stand-out’ study using ‘eye-tracker’-type spectacles’. The second was an ‘innovation test’ where participants were asked to handle variously shaped cartons, all with the same print design. The researchers found initially positive impressions – considering an unusual shape to be innovative and tempting, for example – but that consumer perceptions soon changed if the carton was found to be tricky to open or close.

OK it’s not ‘rocket science’ but this second test, got me thinking. If you read any Mission Statement or marketing plan these days, ‘Innovation’ is a word that will crop up as a ‘must have’ for the majority. It is a term which is much overused, a bit like ‘environmentally friendly’ is as well. But what does it mean really? Many companies claim to want innovation and differentiation, but don’t want to pay any extra for it. Very few will look at it from a consumer convenience perspective, or look at innovation as a holistic consumer benefit of both product and packaging working in perfect harmony.

Indeed the Helsinki researchers noted that “many consumer comments referred to the product itself, even though they were only asked to evaluate the packaging”. They concluded that “The outcome of the consumer perception test was clear: the package is an integral part of the product itself and both need to be complementary”.

Whether working in food, toiletries, beauty or healthcare & pharmaceuticals, it would be useful for brand owners and designers alike to bear this in mind when thinking & talking about ‘innovation’ and to decide, before they start the design of the (integrated) product & packaging, what their real ‘end goal’ is. Chris Penfold

You can read the full article by following this link to Food Production Daily


  1. carlos says:

herbert says:

Nicholas says:

Donald says:

terrence says:

Stanley says:

karl says:

Randall says:

Ian says:

July 2015

  • September 2014
  • August 2014
  • July 2014
  • April 2014
  • September 2013
  • March 2013
  • February 2013
  • July 2012
  • January 2012
  • December 2011
  • November 2011
  • August 2011
  • April 2011
  • March 2011
  • February 2011
  • January 2011
  • December 2010
  • November 2010
  • October 2010
  • September 2010
  • August 2010
  • July 2010
  • June 2010
  • May 2010
  • April 2010
  • March 2010
  • February 2010
  • January 2010
  • December 2009
  • November 2009
  • October 2009
  • September 2009
  • August 2009
  • July 2009
  • June 2009
  • May 2009
  • Tag Bag

  • Tag Cloud

  • Twitter Feed

    Posting tweet...