More From

Stephanie Love

Brand owners are eying ways to enhance consumers “on-the-go” lifestyles through new, innovative functional packaging solutions. This emerging “functional packaging” category, consisting of ease-of-use flexible pouches, stickpacks, and pressure sensitive reclosures, that aims at simplifing the consumers interaction with the package.

VIA Alliance Partner, Avery Dennison, recently conducted a series of focus groups to better understand the emotional response consumers have to purposeful packaging. Overall, the study found that consumers appreciate ease, convenience, integrity, and lifestyle-compatibility delivered by functional packaging.

“Answering consumers’ needs through functional packaging reinforces trust,” explains Haney Senior Structural Designer, Jillian Hartke. “A positive experience due to helpful features is a reflection on the product and can increase or solidify brand loyalty.”

Likewise, the study states that consumers “want to focus on things that truly matter — family, work, and other commitments — and not have to fuss with the items they buy regularly. And, they will pay a reasonable premium for what functional packaging offers. That represents opportunities for brand owners and the converters who work with them.”

The Avery Dennison Market Research Department found that “all-in-one” packaging options were most positively responded to. Consumers appreciated packaging that could be easily opened by hand and consisted of a simple to use enclosure feature such as pressure sensitive reclosures or snap close lids.

Haney Senior 3D Visualization Designer, Art Hung, explains that the opening experience is key to triggering an emotional response from the consumer. “By enhancing the opening experience functional packaging can truly engage with consumers. It can reveal many positive responses that influence the consumer at the point of purchase.”

In line with the positive reaction from consumers for “all-in-one” packaging solutions, Avery Dennison notes that, when it comes to packaging, convenience is key. “Almost all of our panelists spoke about very busy/hectic lifestyles. As such, they were interested in packaging solutions designed for on-the-go use, such as a resealable package of fruit that can be taken out of the fridge, tossed in a gym bag, and opened and closed repeatedly throughout the day (and without messily spilling its contents).”

In addition, to the simplicity of use associated with functional packaging, Avery Dennison’s study concluded that consumers place an emphasis on product freshness. Stating “packaging can convey freshness on the store shelf, when they get the product home, and for as long as possible in the fridge or pantry.”

Panelist specified that besides seeing an opening or reclosure feature to signify product freshness, there is also an audio component that must be taken into consideration. Packing seals that consist of an auditory sound, such as a whoosh of air, click – indicating a seal, or snapping, provide increased consumer confidence.

Overall, through Avery Dennison’s research, it was concluded that consumers appreciate the ease, convenience, integrity, and lifestyle-compatibility delivered by functional packaging. “Improving or simplifying consumers’ lives through functional packaging is the driving force behind a well thought out package and will only strengthen consumers’ views of the product,” says Hartke.

Time pressed like never before, a study by the American Psychological Association shows 75% of adults reported experiencing moderate to high levels of stress. Brands can benefit by doing their part to weave simplicity into consumer’s lives. Thus positively impacting individuals and driving the economy simultaneously.

Share on facebook
Facebook
Share on twitter
Twitter
Share on linkedin
LinkedIn
Share on email
Email

Other Articles You Might Enjoy

It's What's on the Inside that Matters... Or Is it?
Package Design

It's What's on the Inside that Matters... Or Is it?

At GPA, collaborating with global brands and manufacturers allows us to stay on top of evolving market demands for innovative products. In the luxury packaging world, there are a series of design processes that, in our opinion, are becoming hot trends within the industry therefore driving some of our newest product offerings.
Finally – a plastic-free blister pack
Package Design

Finally – a plastic-free blister pack

One of the world’s most widely used forms of packaging – the blister pack – can now be made totally in paperboard. Two major benefits are reduced environmental impact and less consumer rage and self-injury. Blister packs are made to hang on a holder in the retail store and often consist of a paperboard backing plus a moulded transparent plastic front section to display the product to the consumer. The Norwegian converter Moltzaus’s ingeniously designed Cefapac improves both the pack’s environmental performance and its openability, and has already won awards.
The Social Impact of Cause Marketing
Package Design

The Social Impact of Cause Marketing

Approximately one third of Americans believe that a company’s reputation and affiliation with social issues is correspondingly as essential as the product it sells. In response, brands are taking the concerns of their consumers to heart in a new wave of cause marketing.

Subscribe

Send Us A Message