Tips for Designing Luxury Packaging

luxury packaging tips
The Creative Director at Design Packaging Inc., Evelio Mattos, shared his tips for successful packaging design by stripping out the visual noise and creating timeless impressions through sensory primers. His post is full of great information and we love the #DPiPackTip’s, read it in it’s entirety here. We’re highlighting his top cues to consider:

1. Interactive – Guide consumers to self discover layered micro-interactions designed into the packaging or product. In addition to pop-ups, pull tabs, and unique closures think tactile substrates. If you follow P&P you know we are all about paper, some of our favorite go to’s for luxury packaging are those with a lush, suede like feel (Plike, Curious Cosmic, and Touché to name a few).

2. Audible – Higher pitched retail packaging can lower the perceived product value. Did you know thinner materials will provide a higher pitch than heavier weight materials? Some of our favorite choices for heavy weight shopping bags are text and cover papers in finishes like felt, vellum and eggshell (no coatings needed for protection).

3. Olfactive – Packaging designed with an unveiling process that considers powerful sensory cues, can transport users and create lasting olfactory impressions regardless of the environment their in. From traditional florals and food scents to non-traditional ones like suntan lotion and leather, scented ink offers a wide range of options.

4. Haptic – Nonverbal communication involving touch can impact a brand’s perception. Sharp folds and ease of use speak to quality and craftsmanship, both virtues of luxury. Redundant hand positions required to open packaging can reduce perceived product value.

5. Tactile – Tactile design features are able to create brand-defining cues. A classic tactile cue to luxury is pairing an all-over embossed uncoated paper with a sculpted metallic or high-gloss hot-stamp.

6. Closures – Much like fashion, packaging can be all about the accessories.  Luxury products require  a well designed layered unveiling process to build suspense up to the final reveal in the user’s personal environment.

7. Contrast Finishes – Classic visual cues to luxe, matte black with metallic gold, or crisp white with gloss black accents.  Our current favorite is copper foil on kraft paper, connoting luxury in an unexpected place.

8. Heritage – From custom papers, and fabrics, to stock materials with custom processes, luxury and prestige is a matter of restraint, not excess.

9. Anticipation – The idea of opening a box and revealing the final product immediately, leaves much to be desired. Poorly designed unveiling processes have been know to increase buyer’s remorse and product return rates.

10. Quality Control – Understanding how climate impacts materials and print processes at every stage of production through final user interaction is critical to understanding luxury packaging. This is why it’s so important to work with an experienced supplier, they’ll help guide you through the process.

Working on a luxury packaging project and need some help with paper selection or finding an experienced supplier in your area? Drop us a note at hello@parseandparcel.com.

 

The Paper Skin


You may not be familiar with Italian paper manufacturer Fedrigoni in the U.S., but rest assured they have been making fine papers for centuries. I was lucky enough early on in my career to have been introduced to their Constellation Jade papers by one of the best reps I’ve ever worked with (thank you Anita McKinley wherever you are). While not widely known in the U.S., if you are a designer or printer specializing in packaging you’ll want to get familiar with this grade offered by CTI Paper USA.

Constellation Jade is unique in that it is an embossed coated sheet with a matte coating on the back – but unlike any you have ever seen before. I hesitate to use the description “coated one side” because it hardly conveys all that this paper is. The sheet has a luminous quality due to the mica coating on the surface, it’s this coating that imparts an iridescent sheen to inks when they’re applied – flat grey ink takes on a shimmery, metallic appearance. In addition, the grade comes in a nine embossed patterns: Country, Reptile, Satin, Laser, Raster, Riccio, Silk, Wave, and Spring. If you don’t have this one in your swatchbox you really should.

This is a recent promotion designed by Geometry Global Frankfurt for Fedrigoni, The Paper Skin, showcasing Constellation Jade in a limited edition Leica X2 camera. A piece of paper merges an extraordinary packaging concept and an exceptional product into one. Sold in Fedrigoni showrooms only, the limited Edition of Leica Cameras is wrapped so intimately by fine paper, the “unboxing” reminds of a paper sample book and turns into a Fedrigoni brand experience. Finally, the paper also replaces the cameras traditional leather banderole and becomes an integral part of it and not just its packaging.




Jameson St. Patrick’s Day Limited Edition Bottle


Inspired by the sights and sounds of its hometown, Dublin, Jameson is celebrating St. Patrick’s Day with a new limited edition design for it’s legendary bottle.

The fourth in its St. Patrick’s Day series, was designed by Dublin born illustrator, Dermot Flynn. Flynn’s illustrated label features the world-renowned Dublin pub, The Stag’s Head; historical figures such as W.B Yeats; and a selection of ‘local Dublin’ phrases to bring the city to life. Flynn’s design features across the Jameson Limited Edition bottle, St.Patrick’s.Day promotional materials, HelloDublin! website, festival promotional video and the ‘Win A Trip To Dublin!’ social media campaign.

 

A Cashmere Wrap in a Bottle

Liz Earle’s second fragrance, Botanical Essence No.15, contains fifteen botanicals carefully selected and handcrafted by highly acclaimed perfumers to create a fresh and spicy oriental scent, with 90 per cent of the contents derived from sustainable natural ingredients.

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The carton panels, depicting hand-drawn, silver-foiled illustrations of the fifteen botanicals, folds around the pack. When opened, it tells the story of this distinctive and sensual fragrance. The elegant bottle is an opaque cream color to protect the light-sensitive product.

Liz Earle described the fragrance as a “cashmere wrap in a bottle.” Paper selection can impart that sensory experience to the packaging. While a coating such as soft touch aqueous can be applied during the print process if budget is an issue, it would be nice to keep the integrity of the sustainable elements in tact and opt for a tactile paper with a luxurious feel. Our pick would be Curious Cosmic 133# Cover in Mercury Pearl.  If you have not seen or felt this paper, run to your swatchbox now and grab this book.  I dare you to stop touching it. Made in one weight with a 13.8 pt. caliper (thickness), this sheet is perfect for packaging applications – and would be stunning with that silver foil emboss.

Perfetto!

We pre-ordered these last month sight unseen after a Google search led us to this description on amazon: “Legendary designer Louise Fili brings her love of vintage packaging and all things Italian to this collection of beautiful pencils. Housed in a sturdy lidded case, Perfetto Pencils features twelve double-sided, two-color pencils that showcase Fili’s unique ability to capture the bygone elegance of our design heritage.”

Perfetto Pencils by Louise Fili

After spying this pic in our twitter feed this morning, we learned that Spencer Charles, Sr. Designer at Louise Fili Ltd. designed these pencils for Princeton Architectural Press. Available mid-March. We can’t wait for these little gems to show up in our mailbox.

Hudson Made

hudson-made-parse-parcelWe fell in love with the simplicity of the packaging of this product – one color, letterpress printing embodying the spirit of craftmanship. Hudson Made packaging clearly references a nineteenth century design – a time when products were individually produced and hand packaged. Beautiful work by the team at Hovard Design.

Hudson Made is an online retailer specializing in highly curated, artisanal products made by hand in the Hudson Valley, the North Country and Brooklyn. All of the products sourced and produced are created in small batches resulting in limited quantities – and is 100% American made. We love that.

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A Word in a Font is Not a Logo

I finally had time to sit down and read the latest edition of Inspire – The Magazine About Packaging & Design by Iggesund. I was delighted to see the feature on famed designer Louise Fili.

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The article talks about her start in the industry working for Herb Lubalin, her work at Pantheon where she created over 2,000 books covers and how it led the way for her evolution into logo design. Today, as she designs food packaging she has remained true to the pillars of her work since she launched as an independent designer: “food, type and all things Italian.”

Brilliant Bubbly Design

Just in time for the holidays, venerable Veuve Clicquot gets creative with the new ‘Fashionably Clicquot’ packaging, combining both fashion and function. When its cover is removed, the Fashionably Clicquot’s pleated paper pack unfurls to transform it, from an elegant package containing the Veuve Clicquot Yellow label, to an ice bucket!

The pleated ice bucket and carrier case all-in-one pack also boasts an easy-to-carry ribbon handle and black printed graphics. These details reinforce the luggage theme found in a range of Veuve Clicquot objects.

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