Features of a package

LUXURY PACKAGING How is successful packaging created? Is the packaging or the content successful or both together? Is the content or the packaging more important in the battle for the buyer's favor on the self-service shelf? How does a noble packaging come into being? (Image: Schelling AG)Effective packaging puts the product in the right light, arouses emotions that encourage customers to buy [...]

(Image: Schelling AG)Effective packaging puts the product in the right light, arouses emotions that entice customers to buy. The emotional seduction happens before rational considerations can negatively influence the purchase decision. People make their decisions based on their first feelings.Did you know? We feel before we think! Even rational considerations of the advantages and disadvantages of a product are emotionally driven. In concrete terms, this means that if you succeed in designing a package in such a way that it attracts attention and arouses the need to want the product, then everything has worked. It sounds simple, but it's not. There are basic rules that indicate which shapes and colors appeal to the majority. But in the end, customers' tastes vary. Nevertheless, it has always been possible to put products in such a good light through uniquely eye-catching packaging that they were attractive to a large number of people, because owning such a product could convey the feeling of belonging, of being in!Key success factorsHere are a number of important ingredients for successful packaging that helps to create a brand from a product:- The product must meet a market need or the communication manages to generate a new need in the market.- The packaging must appeal at first glance and create an emotional connection to the content.- The value of the packaging must at a minimum correspond to the value of the content.- Emotions are built up through visual and written language, through finishing and choice of materials.- Packaging that appeals to all the senses awakens the desire to take the product in one's hands.Who creates brands?Brands are created by ventures. Marketing departments of luxury goods manufacturers are constantly researching new needs and developing brands. Market studies are translated into concepts and assigned to packaging manufacturers for implementation. Anyone who assumes that the creative part ends with the development of the concept is mistaken. Turning a product idea into a packaging solution involves a great deal of creative development work. After all, it is often a matter of reconciling contradictory expectations and specifications. Some requirements from a briefing for a new packaging show this dilemma:- High-quality- Noble- Eye-catching- Space-saving- Stable- Ecological in production and recycling- Stackable- Lightweight- Cost-effective- Personalizable- Suitable for different contents- Can be used on packaging lines--------------------------Features of a package- High affinity to the product, brand, manufacturer or supplier- Design that creates positive attention- Materials with an emotional touch- High quality materials and finishes- Problem-free processing in the packaging process- High protection function, easy stacking, easy presentation possibility.- Flawless functionality at the end user- Coherent price-performance ratio- Sustainability - CO2 neutrality- Simple, low-cost recycling option—————————————————————————-Total solutions from a single sourcePackaging printers are designers, packaging developers and system providers. The rlc packaging group, for example, appears on the market as a total solution provider. The German group, which produces at the two plants Limmatdruck in Spreitenbach and Zeiler in Köniz in Switzerland, operates internationally. Well aware that packaging communicates with consumers as a brand ambassador, rlc has its own packaging design agency, "brandpack," within the group. As an independent agency, brandpack manages projects from the client's concept to implementation. The combination of creativity, innovative spirit and sound knowledge of technology is the basis for innovative solutions and practical applications.An in-house development with cult statusrlc's own development has the potential to succeed as attractive packaging for high-quality products. For "Corsage", the German Packaging Institute (Deutsches Verpackungsinstitut e.V.) awarded the German Packaging Award to rlc packaging group in 2014. The "Corsage" concept convinced the jury with its intelligent combination of an innovative, aesthetic packaging concept, realistic details and efficient, technical feasibility. After the Swiss Star, this is already the second award for the "Corsage" concept.A magical shapeThe concept study is reminiscent of a curved female body tantalizingly tied up in a corsage. The packaging design directs the consumer's eye to the product. The development of the packaging demanded an understanding of detail from the design specialists at brandpack, rlc's in-house design agency. For example, the 3-D effect of the lacing required a special design. In the end, the optimal solution was found in two layers of cardboard "wrapped" on top of each other. At the same time, the layers form a natural padding on the back that protects the contents.rlc, as a holistic system provider, also takes into account the packaging options of the packaging. The technological feasibility in the production and packaging process was successfully tested. The concept thus creates the link between eye-catching design and economic efficiency during the packaging process. The special design and the real-looking lacing magically attract the eye.Successful appearance at the point of saleThe realistic impression of the construction is complemented and reinforced by almost unlimited finishing options. The detail design allows for different presentation options depending on the content. Depending on the design, the effect can range from youthful, lascivious, to noble and conservative. The basic product remains the same. As a base, "Corsage" is ideal as packaging for premium products. As gift packaging for corsages, for beauty products or premium confectionery. The special look alludes to the contents and at the same time allows the consumer to take a first look inside.
Three-dimensional coating and embossing effects reinforce the message and make the visual experience tangible. (Image: Model Kramp GmbH, D-Hanau)Fragrances seductively packagedLike its customers, Model AG, headquartered in Weinfelden, Thurgau, has an international presence. With more than 3000 employees, Model develops and produces at 14 locations in Switzerland and Europe. The product portfolio ranges from transport packaging to displays and luxury packaging. Model Kramp GmbH, D-Hanau, developed and produced the secondary packaging for the eau de parfum "Amethyst Éclat" for the Swiss company Art & Fragrance S.A. Free forms, motifs taken from nature - the ideas of René Lalique, one of the great artists of Art nouveau and Art déco, live on in the products of Lalique SA in Paris. This is also true of the company's latest creation, the fragrance Amethyst Éclat. The perfume is composed of scents of blackberries, raspberries and currants, of flowers and wood. The flowers, vines and fruits of these plants also define the packaging design, inspired by a line of bathroom utensils created by Lalique in 1913.The third dimensionThe design of the bottle is continued on the secondary packaging, a folding box produced by Model Kramp in D-Hanau. The folding box, printed in three colors using offset printing, shows vines, fruits and blossoms in the third dimension.The complex pattern is relief embossed. The relief embossing is partially accentuated by hot foil stamping with an Alufin matt foil from Kurz, which makes the blossoms in particular stand out. The partial varnish application with UV matt and UV gloss varnish supports the three-dimensional effect.Amethyst has become the star in Lalique's collection of women's fragrances since its launch: It has become a cross-generational success, which is due to its modern, sophisticated fragrance composition and compelling package design.Luxurious hand care uniquely packagedLavinie Switzerland skillfully uses the packaging as a brand ambassador. The satin-finished cover paper is the consumer's first point of contact with the product. It is directly related to the effect of the cashmere feeling on the skin. The combination of cardboard and wood allows the greatest possible design freedom and underlines the different nature of the luxurious skin care product.Present worldwide with the Matterhorn in the logoGoldkenn SA was founded in 1980 with the aim of bringing the high quality of Swiss chocolate to the world. To achieve this ambitious goal, four of the best Swiss Maîtres Chocolatiers were hired. Each a specialist in his or her field. Based near Lake Neuchâtel since 2011, Goldkenn SA's strategy is to sell high-quality chocolate products in duty-free stores around the world and in-flight sales on board aircraft.Combining creativity with technical competenceMostly creativity is equated with the claim to constantly create something new and unusual. The use of unusual shapes, colors, images, materials or fragrances corresponds to the familiar image of creativity.However, creative work can also mean questioning the manufacture of a product from a cost perspective and coming up with solutions that meet the customer's demand for luxury and cost thinking.This is how Schelling AG took up the ball and looked for optimization possibilities. In the past, the packaging for the Goldkenn Beluga chocolate was made of a very expensive cardboard laminated all over with silver foil. To partially neutralize the shiny foil effect, opaque white and UV inks were used to cover the foil over a large area. The lamination also led to difficulties in folding and gluing due to the thickness and stiffness of the overall composite.The customer's specifications for the relaunch of the packaging:- The high-quality look of the packaging had to be maintained.- CI specifications from Goldkenn had to be adhered to.- Processing on the packaging line must be possible without interference.- The price/performance ratio of the packaging must be optimized.Technical know-how saves money and timeNow the specialists from Birkhäuser+GBC AG - a Schelling AG company - had to optimize the production of the packaging. Technical creativity and innovative ability were called for. With the use of Carta Integra, a board suitable for cold foil application, the starting material was defined. In a further step, the manufacturing costs were decisively reduced thanks to the use of cold foil technology. Cold foil can be applied directly in the press, in contrast to the offline process when applying hot foil. This made it possible to print on the press, apply cold foil and also overprint it in the same operation. The ability to apply cold foil only where it is actually needed saved crucial foil material and therefore a lot of money. In this way, the successful product optimization reduced costs and improved the running properties in the packaging process, with cost benefits without any loss of quality for the customer.Luxury packaging does not necessarily mean that the cost of a high-quality packaging solution is prohibitive. Developing creative packaging solutions simply means designing attractive packaging in such a way that effectiveness and cost-effectiveness meet the client's expectations.-------------------This article appeared in the February issue of "Packaging & Displays". There are more exciting topics on packaging here. Author: Heinz Urben

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