Package Design | packagedesignmag.com

(June 2008) posted on Tue Sep 29, 2009

By Stuart Leslie

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It is an exciting time to be in the field of structural packaging design. Structural branding is proving to be one of the most powerful tools available to a marketing team—and it all starts with the consumer. Companies marketing products across a range of categories are clearly succeeding in differentiating their products and creating strong competitive advantages on shelf.

Consumer packaged goods companies are scrambling to build packaging innovation teams so that they too can utilize this powerful product marketing tool. With increased consumer interest in purchasing products that are less harmful to the environment, designers are faced with additional creative challenges to effectively utilize this tool. As we strive to achieve innovation, distinctive branding, and address environmental considerations, the key to success begins with understanding the consumer.

While we know that manufacturing and retail considerations can make or break a launch success, it is more important today than ever before to clearly identify exactly what it is that the consumer needs and desires. As the industry focus begins to shift towards marketing even more environmentally responsible packaging, it will become more important to be sure that we are giving our consumers exactly what they need, while eliminating that which is not essential. At 4sight, we have developed three tools to help in achieving this. Each has its place in the process, and can be applied either individually or in combination with the others depending on the product needs.

Consumer immersion

To improve existing products or create products that will be used in entirely new environments, this tool requires the project team to enter, literally, the world of their consumer. Previously, when we wanted to understand consumer 's needs, we invited them into a white-walled room with microphones and mirrors and sat them down next to a handful of strangers. We plied them with M &M's and soda, and then asked them to tell us exactly what they need.

It turns out that most people really don't have any idea what they need, how they use something, or how to improve what they are already using. Add in the influence of voicing personal opinions in front of strangers and we quickly realize we were only getting a small glimpse of who they are and what they really need.