Packaging design expert and strategic director at Boxer and Co Taby Taylor-Ziane writes exclusively for PKN on on disruptive innovation as it pertains to packaging design.
I think it’s really difficult to discuss Disruptive Innovation without referencing Steve Jobs, so even although he most be the most quoted person in marketing, ever, here goes…
“We’re here to put a dent in the universe, otherwise what’s the point?”
This sums up our philosophy at Boxer and Co, as specialists in packaging design we firmly believe that taking ‘supposed’ risks and really pushing the [envelope] pack is where the magic can happen. We believe disruptive innovation in packaging is about creating a pack that throws a category into disorder and breaks the codes to provide something new. But that’s not all it is, just creating some crazy wacky packaging just isn’t going to cut it. You have to create a pack that is true to the brand essence and also engages with people on an emotional and visceral level, that’s when you create real impact on your bottom line.
But don’t just take our word for it… a 2014 Smurfit Kappa, a leading international provider of paper-based packaging solutions and eye-tracking company EyeSee, conducted a UK research study collating eye-tracking results on a ‘virtual’ supermarket shelf using a webcam.
It highlighted that ‘disruptive’ packaging, which they describe as packaging designed to ‘stand out’, was noticed by 76 per cent more shoppers in the first five seconds of viewing a shelf full of competitor products.
The research also showed that disruptive packaging is recalled by 79 per cent more shoppers after their shopping trip and increases interest among almost three times as many shoppers as standard packaging.
Olivier Tilleuil, managing director and founder of EyeSee said, ‘With between 40 per cent and 70 per cent of purchasing decisions made in-store and 86 per cent of consumers admitting they are “switchers”, brands are constantly battling it out to be the product that is first noticed and selected by shoppers. Pack stand out has never been more important.’
We obviously couldn’t agree more… but the big question is how do we create disruptive packaging? There is an art and a science to it, at Boxer and Co we have developed our proprietary Trendboxing model that translates consumer trends into design enabling us to tap into some of the cultural and social trends that really resonate with the target, engaging with people at a visceral level. Ultimately it means we don’t follow the pack, we lead it.
If you are interested in hearing more about Trendboxing and how it creates disruptive packaging, then I will be speaking about it at Food & Drink Business + PKN LIVE: Disruptive Innovation Industry Forum.
For bookings, click here.
