Overview of the latest

consumer trends and

technologies in experiential

packaging

Professor Cathy Barnes

c.barnes@leedsbeckett.ac.uk

07817 864245

Consumer Trends and Technologies

Appeal & Impact Functionality

Functionality – 3 Big Trends

Adding Consumer

Value in Home

Ease of Use

Portion Control

Functionality – Adding Consumer Value in Home

• Packs designed for in-home rather than in-store usage e.g.

easier storage, access and pouring

• Sensors, other devices and technology that work post purchase

• Increase shelf life of food once the pack has been opened in re-

sealable packs or for smaller portions

Play me?

Functionality – Ease of Use

Functionality – Ease of Use

“Climb into the latest Ferrari sports car and you are unlikely to notice the modifications designed with overweight, arthritic pensioners in mind … the Italian carmaker is just one of many companies grappling with a demographic shift that challenges the fundamental rules of marketing and design … the average buyer of a Ferrari road car is nearing 50 and set to get older. “ -

Functionality – Ease of Use

• How can you add value through ease of use?

• Packaging must be intuitive

• Packaging must meet the needs of an ageing generation

• How can you improve openability and re-sealability ?

Functionality – Ease of Use

• Do your colours work for your market audience?

• What is the right print size for your audience?

Normal Colour Vision and Tritanopic Vision

Functionality – Portion Control

Appeal & Impact

Appeal & Impact – 3 Big Trends

Personalisation

New Technology

Sensory Appeal

Functionality – Personalisation, digital print

Functionality – New Technology, AR

Functionality – New Technology, electronics

Functionality – New Technology, PE displays

• Electroluminescent displays

• Inductive inks

• OLED spot colours

• POS and high value applications

Functionality – New Technology, PE

Functionality – New Technology, PE power

Functionality – New Technology, connectivity

Functionality – New Technology, connectivity

Use of capacitive tags that the consumer only has to

touch to transfer the data to the phone. Possible uses include: • Health alerts • Personalised special offers • Linked promotions • Advance customer profiles • Instant interactivity

Functionality – Sensory Appeal

Brand impact increases by 30% when

more than one sense is engaged and

by 70% when three senses are

increased into the brand message.

Yet…

Functionality – Sensory Appeal

Typically, we experience the

beginnings of a decrease in acuity of

the five senses as follows;

• Hearing - the mid 40’s

• Vision - the mid 50’s

• Touch - the mid 50’s

• Taste - the late 50’s

• Smell - the mid 70’s

Functionality – tactile appeal

Biological

• Infant studies link touch to healthy

development.

• Touch releases seratonin and oxytocins

and reduces cortisone.

Social

• The quality of our tactile experience is

linked to competence in relationships.

• Our ability to trust is directly related to

touching.

Communication

• There is no more effective way to

communicate than through touch.

Psychological

• Touch provides reassurance and comfort

Functionality – tactile appeal

Create a

desirable,

premium feel

Understand the

emotive value

of a substrate

or surface

treatment

Increase the

packs

engagement

Packaging Innovations – in summary

Appeal &

Impact

Functionality

1. Adding Consumer

Value in Home

2. Ease of Use

3. Portion Control

1. Personalisation

2. New Technology

3. Sensory Appeal