...Is Your Packaging Design Authentic?
…And What Might That Mean Exactly?

By Marianne Klimchuk

In David Boyle’s new book, Authenticity: Brands, Fakes, Spin and The Lust for Real Life, he makes the case that the consumer population in the United Kingdom now seeks that which is real. The emergence of the hybrids, local brands, slow food, unmixed music, organic food, and vintage fashions all demonstrate that the future is now. The demand for real experiences and honest communication between consumers and brands is among the significant challenges for packaging designers and marketers alike.

In the United States, this is not simply a growing phenomenon. The ubiquitous “consumer experience” has been the marketing buzz-phrase of late. Maybe the brand explosion has taken its toll. Consumers are no longer willing to be led down the path of the brand simply trying to sell more products in larger quantities. Yes, price drives purchasing decisions, and the challenges of meeting marketing and regulatory requirements, cutting costs, and reducing delivery time remain. Yet these issues do not need to impede the ability of packaging design to support and represent honest visual communication.

In packaging design, this means looking to quiet down the brand’s image. Consumers are becoming cynical. The packaging designs that speak to the consumer instead of screams at them will be highly valued. Is this really any different that how we respond within our interpersonal connections? Humor, honesty, ethics, community involvement, environmental responsibility, and cultural and regional heritage are today’s highly regarded social values. In today’s economy, the consumer’s time and money are hard earned and significantly diminished—and therefore, both—are highly valued. Providing consumers with a satisfying and genuine experience will keep them coming back.

A human touch—like Heinz’s quotes from real people—is one way to keep packaging real and the experience fresh

As Matthew Grant, Ph.D. and the Minister of Enlightenment at Aquent states, “The designer, as strategic planner with a far-reaching vision and concrete goals, can create more than mere objects, he can transform entire industries.” Our ability to understand a brand’s heritage will enable us to break down barriers of communication. Regional packaging designs—ones that express their roots—should be reexamined. This can be achieved in many ways. The Swiss Miss package, for example, might benefit from bringing back the image of the young “Swiss Miss.” After all, there is a new generation of consumers that does not equate Switzerland and chocolate. A design that informs consumers of the cultural heritage of traditional Swiss chocolate could be educational.

Packaging designs that depict humor demonstrate the human element behind the big brand create a sense of personalization. Heinz’s use of humor and consumer/celebrity involvement in creating the phrases for their ketchup packaging design provides the consumer with a fresh experience each time they encounter the product. Recognizing that slow brands have great market value is important. The fastest way to build a brand may not be the most successful in the long term. Fast brands tend to have a shorter life. Although they may seem excitingly hot, like some celebrity brands, they can also be perceived as trivial, slick, and seasonal. Slow brands, on the other hand, communicate integrity, highly valued, classic, and an artisanship that lays the foundation for longevity.

Brands that reflect community and social responsibility and the company’s morals and values gain the respect of consumers. Consumers are learning to distinguish between brands that use “feel-good” or “politically correct” marketing attempts and those that are honest reflections of the company’s core mission. Not all products that appear to support social causes actually contribute a measurable amount of money to non-profits, but it is a great marketing tool nonetheless. Ben and Jerry’s, though, has always been true to the company mission in this regard—and consumers value that authenticity.
If (as is often suggested) we are but pleasure seeking creatures, then we are all drawn to experiences that link our senses with our emotions. In packaging design, these are the designs that become memorable and are the ones that create “consumer experiences.” Our society has moved from an optimistic world-view (where patriotism, heritage, and exploration were highly valued) to an alienated view of the world (where we shout: “It’s all about me”). We’ve moved from mass production to mass consumption and then to a world in which we judge objects and assign importance to them.

As designers, we have the power to influence societies, cultures, business, and industries. Packaging design can be the catalyst for shifting brands back to a place in which personal, regional, cultural, and social distinctions are highly valued. As Matthew Grant states: “Creativity without social goals flirts with frivolity.” The designer-consumer partnership can provide for meaningful opportunities. Being authentic is the goal. n

Marianne R. Klimchuk (marianne_klimchuk@fitnyc.edu) is the Associate Chairperson of the Packaging Design Department at the Fashion Institute of Technology, where she has written curriculum, taught courses, and directed the packaging program for over 13 years. Marianne holds a Masters degree in Packaging Design, and has worked on many major consumer brands as a packaging designer.