COMPLEMENTARY TO THE PRODUCT, PACKAGING CAN ENHANCE THE CONSUMER EXPERIENCE IN A UNIQUE WAY. MORE THAN A SIMPLE CONTAINER, IT CAN BE SEEN AS THE CULMINATION OF THE LABEL’S VISUAL COMMUNICATION, IMPRINTING A LASTING MESSAGE OF AESTHETIC VALUE. THE DESIGNER IS ASKED TO PRODUCE A SOLUTION THAT IS APPLICABLE TO THE ESTABLISHED CREATIVE AESTHETIC YET POTENTIALLY BROAD ENOUGH TO BE RELEVANT IN FUTURE SEASONS, ALL ACHIEVED WITHIN A BUDGET THAT ALLOWS THE PACKAGING TO BE GIVEN AWAY FOR FREE.
THE HIGH STREET IS FLOODED WITH BRANDED SHOPPING BAGS. THE FASHION LABELS ACKNOWLEDGE THE PROMOTIONAL POTENTIAL AND THE CONSUMER IS HAPPY TO PUBLICALLY PROFESS THEIR ALLEGIANCE AND PROMOTE THE MESSAGE OF ASPIRATION. IT IS AN ACTIVE RELATIONSHIP. A COMBINATION OF POWERFUL BRAND ASSOCIATION AND WELL-EXECUTED DESIGN, PACKAGING SOLUTIONS ARE FAR FROM DISPOSABLE.
HOW DO YOU KNOW WHEN SOMETHING IS GOOD? ACCUMULATION OF THE MEMORY226 IT HAS A LOT TO DO WITH INTUITION, OF COURSE THAT THE CLIENT IS HAPPY AND OBVIOUSLY THAT EXTRA JOY AND KICK IN RAPTURE, WHEN YOU JUST KNOW THAT SOMETHING IS RIGHT AT THE VERY MOMENT228 IT’S A COMPLETE VISUAL PACKAGE. IT LOOKS GREAT, WELL CONSIDERED AND EXECUTED, BUT ALSO IT COMES ACROSS AS SUCCESSFUL FROM THE CLIENT SIDE, COMMUNICATING THE BRAND AND HELPS THEM BE DISTINCTIVE FROM THEIR COMPETITORS232 WHEN IT MAKES ME HAPPY LOOKING AT IT; WHEN IT’S HONEST AND NOT OVERLY COMPLICATED; WHEN I HAVEN’T SEEN IT BEFORE; WHEN I HAVE A CERTAIN CONFIDENCE THAT IT WILL ALSO WORK WELL FOR THE CLIENT236 IF I LOOK AT THE PROJECT A YEAR AFTER AND I THINK TO MYSELF “I LIKE THAT”.238