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.