Vox Pop: Are brand owners’ packs innovative enough?

NO
Absolutely not. There is a significant discrepancy between the importance of packaging innovation within the marketing mix and the priority and attention it is given by brand owners. We know consumers make 75% of their purchase decision at the shelf. Yet walk down the aisle of any major supermarket and you will quickly realise that statistic is not being reflected in the level of packaging innovation brand owners are bringing to market. Around 80-90% of pack changes are minor tweaks to pack size, graphics or on-pack communication. The one exception to this bleak picture is premium categories and niche brands where exciting innovation is much more prevalent.
Patrick McDermott, marketing director, The Design Group

YES
Most of the time, at least. Brands must differentiate themselves from the market in order to grow and maintain that growth. If a brand does not continually update, the ‘me too’ suppliers will quickly erode the brand equity. Packaging is a vital part of the brand offering. Conversely, too many innovative packaging formats have been killed off by the conservatism of many leading brands. Too often, great packaging ideas go into market research, focus groups and consumer testing and the consumer feedback, because consumers like the familiar, is for the existing pack or a modest update rather than a radical change.
Jon Cowan, sales director, CCL Label Decorative Sleeves

NO
While many brand owners embrace packaging innovation, plenty don’t. I wish more would see the benefit of investing strongly in this area; after all, the brand in the hand is often the main point of interaction with the consumer. It’s a personal, tactile medium – clever, innovative packaging ideas can reinforce a positive relationship again and again. Often the cost of innovation can make brand owners act conservatively, but cost reduction can be a great driver for innovation, especially in the area of sustainability. The strongest brands are those that put their ‘authentic attitude’ at the heart of everything they do, including their packaging.
Torben Dunn, design director, Elmwood

YES
Brand owners understand the importance of packaging to their consumers, who continue to demand more from both structural design, such as ease of use and
cost effectiveness, in addition to aesthetics in terms of quality and attractiveness. Economical, visually attractive design is, of course, of primary importance. Choosing the right graphics and printing process is now top of the agenda for many brand owners. Take-home consumer packaging has an enviable position as it allows the brand owner to reinforce its values and brand integrity within consumers’ homes.
Dev Brahmachari, sales and marketing director, CRP Print & Packaging

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