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How can brands communicate effectively through packaging design? The aspects and paradoxes of packaging as a communication medium. What to take into account when building packaging design communiation concept?
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Packagingas a communicationmed i um
PackagingShow 2014, Prague 29.5.Martin Vlk - Brand Strategy and Business Director
2 Veškerá autorská práva a práva duševního vlastnictví vyhrazena. All copyright and intellectual property rights reserved. Fiala & Šebek | Brand VISION and Packaging Design
Packaging as a communication medium?
You will find several paradoxes in this statement:
3 Veškerá autorská práva a práva duševního vlastnictví vyhrazena. All copyright and intellectual property rights reserved. Fiala & Šebek | Brand VISION and Packaging Design
Even though we all livein a world flooded with
marketing communication...
4 Veškerá autorská práva a práva duševního vlastnictví vyhrazena. All copyright and intellectual property rights reserved. Fiala & Šebek | Brand VISION and Packaging Design
5 Veškerá autorská práva a práva duševního vlastnictví vyhrazena. All copyright and intellectual property rights reserved. Fiala & Šebek | Brand VISION and Packaging Design
... packaging is a channel we don’t really think about.
6 Veškerá autorská práva a práva duševního vlastnictví vyhrazena. All copyright and intellectual property rights reserved. Fiala & Šebek | Brand VISION and Packaging Design
Packaging is the very first medium a producer can use to
communicate ...
7 Veškerá autorská práva a práva duševního vlastnictví vyhrazena. All copyright and intellectual property rights reserved. Fiala & Šebek | Brand VISION and Packaging Design
... and at the same time the very last one still available when the whole budget has been cut.
8 Veškerá autorská práva a práva duševního vlastnictví vyhrazena. All copyright and intellectual property rights reserved. Fiala & Šebek | Brand VISION and Packaging Design
Packaging is the only medium the consumer pays attention to at both key moments, i.e. when buying the product and when
using it.
9 Veškerá autorská práva a práva duševního vlastnictví vyhrazena. All copyright and intellectual property rights reserved. Fiala & Šebek | Brand VISION and Packaging Design
Furthermore, packaging is the only medium the consumer is willing to pay for to always receive the same information.
10 Veškerá autorská práva a práva duševního vlastnictví vyhrazena. All copyright and intellectual property rights reserved. Fiala & Šebek | Brand VISION and Packaging Design
What is the future roleof packaging as
a communication medium for suppliers?
11 Veškerá autorská práva a práva duševního vlastnictví vyhrazena. All copyright and intellectual property rights reserved. Fiala & Šebek | Brand VISION and Packaging Design
What is the future roleof packaging as
a communication medium for retailers?
12 Veškerá autorská práva a práva duševního vlastnictví vyhrazena. All copyright and intellectual property rights reserved. Fiala & Šebek | Brand VISION and Packaging Design
What is the future roleof packaging as
a communication medium for consumers?
13 Veškerá autorská práva a práva duševního vlastnictví vyhrazena. All copyright and intellectual property rights reserved. Fiala & Šebek | Brand VISION and Packaging Design
Packaging is a complex medium. It communicates through all its visual aspects.
14 Veškerá autorská práva a práva duševního vlastnictví vyhrazena. All copyright and intellectual property rights reserved. Fiala & Šebek | Brand VISION and Packaging Design
A simple paper bag.However, it communicates a lot
of values , which can be used to deliver a clear message.
15 Veškerá autorská práva a práva duševního vlastnictví vyhrazena. All copyright and intellectual property rights reserved. Fiala & Šebek | Brand VISION and Packaging Design
16 Veškerá autorská práva a práva duševního vlastnictví vyhrazena. All copyright and intellectual property rights reserved. Fiala & Šebek | Brand VISION and Packaging Design
... but originality still plays a role :)
WHATCAN WECOMMUNICATEWITH THE PACK?
Sincerity
19 Veškerá autorská práva a práva duševního vlastnictví vyhrazena. All copyright and intellectual property rights reserved. Fiala & Šebek | Brand VISION and Packaging Design
Origin
Effect
Waterproof
Soft steps
Danger
Lifestyle
Absolute
Declaration
Piece of yourself
Owner’s personality
39 Veškerá autorská práva a práva duševního vlastnictví vyhrazena. All copyright and intellectual property rights reserved. Fiala & Šebek | Brand VISION and Packaging Design
Tradition
Quality of ingredients
Practicality
Fashion style
Entertainment
Emotions
Variety of flavours
Sharing
Optimism
Playfulness
National pride
Honesty
Temptation
65 Veškerá autorská práva a práva duševního vlastnictví vyhrazena. All copyright and intellectual property rights reserved. Fiala & Šebek | Brand VISION and Packaging Design
Premiumness
Energy
Simplicity
71 Veškerá autorská práva a práva duševního vlastnictví vyhrazena. All copyright and intellectual property rights reserved. Fiala & Šebek | Brand VISION and Packaging Design
Sophistication
Naturalness
Purity
Sex-appeal
Heritage
Authenticity
Advertisement
Preference
Confusion? :-)
... in short, anything!
90 Veškerá autorská práva a práva duševního vlastnictví vyhrazena. All copyright and intellectual property rights reserved. Fiala & Šebek | Brand VISION and Packaging Design
BUT ...
91 Veškerá autorská práva a práva duševního vlastnictví vyhrazena. All copyright and intellectual property rights reserved. Fiala & Šebek | Brand VISION and Packaging Design
To make it work ...
92 Veškerá autorská práva a práva duševního vlastnictví vyhrazena. All copyright and intellectual property rights reserved. Fiala & Šebek | Brand VISION and Packaging Design
...in 2 seconds ...
93 Veškerá autorská práva a práva duševního vlastnictví vyhrazena. All copyright and intellectual property rights reserved. Fiala & Šebek | Brand VISION and Packaging Design
...the design should ...
94 Veškerá autorská práva a práva duševního vlastnictví vyhrazena. All copyright and intellectual property rights reserved. Fiala & Šebek | Brand VISION and Packaging Design
...focus on ...
95 Veškerá autorská práva a práva duševního vlastnictví vyhrazena. All copyright and intellectual property rights reserved. Fiala & Šebek | Brand VISION and Packaging Design
...one key message...
96 Veškerá autorská práva a práva duševního vlastnictví vyhrazena. All copyright and intellectual property rights reserved. Fiala & Šebek | Brand VISION and Packaging Design
...only!
97 Veškerá autorská práva a práva duševního vlastnictví vyhrazena. All copyright and intellectual property rights reserved. Fiala & Šebek | Brand VISION and Packaging Design
98 Veškerá autorská práva a práva duševního vlastnictví vyhrazena. All copyright and intellectual property rights reserved. Fiala & Šebek | Brand VISION and Packaging Design
20,000+SKUs achievedin total
100+ Clients ever worked with from European countries 10
40+ Professional team members
5,000+ SKUs on the supermarkets shelves at present
3,000+ SKUs designed every year
20 years ofexperience
2 agency destinations & 1 work place
Boranovicka 41, 182 00 Praha 8, Czech RepublicPhone: +420 284 689 444 | E-mail: info@!ala-sebek.cz | www.!ala-sebek.cz
Thank you for your attention.
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