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Article: Sense Challenge: Designing A Total Branded Package
By Kelvin Pitman, Crown
Andy Warhol once said: "Good business is the best art." Considering the subject of one of his most famous paintings, a series of Campbell soup cans, we could deduce that good branding is also an art. Packaging has a critical role in that art by moving beyond the visual appeal of a label into making an emotional connection with consumers so that they connect with a brand.
In fact, appealing to the five senses and beyond can be achieved through today's packaging technology. By addressing a consumer's sensual experience with a product, brand owners can support the brand at initial sale all the way through to household use.
As a packaging partner, Crown consistently tries to help brand owners reach consumers through all five senses, using economically feasible technology that can be deployed on store shelves today. With this challenge in mind, we evaluate many of today's packaging technologies, along with Crown's own developments, to show more than a few ways of getting the job done.
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