Industrial production has inherent characteristics that clearly set it apart from the tradition of craftsmanship or from the image that craftsmanship has in the minds of consumers. CBA, through its in-store research, wanted to understand how crafted industrial products can communicate craftsmanship.
A simple material stands out when applied to a product inside of shelves crowded with plastic packs, more and more advanced shapes and design solution. We have identified different paper packages from common paper to kraft paper, from polythene paper to paper covered with a plastic film.
All of which guide the consumer perception to a local food store atmosphere and to genuine and crafted products.
A packaging material, in spite of being overall common and simple, can result unusual when compared to the visual standard of a category. Yoghurt in a glass jar or oil in a tin are packaging peculiarities that stand out on crowded shelves. These rather unusual materials can elevate the image of a product’s quality, far away from giving poor impressions. ￼
The use of simple materials and common wrappers gives an impression of handmade packaging. This is why the perception of craftsmanship increases with the presence of details, processes and finishes that suggest a handmade action when creating or finishing a label; such as strings, rivets and particular bags.
There is another way that explicitly manifests handmade aspects. First, if the packaging is done with simple materials, it often requires some customisation. Hence the need for labels, seals and stamps that convey basic information.
Second, an artisan product is backed by a profound knowledge of process methods and proprieties of raw materials. In order to communicate this ‘wisdom’, there are often used ribbons and pendants that enrich labels, adding depth and intrigue about the product.
A product with an easy and spontaneous style often clearly stands out from the shelf landscape full of products with carefully designed labels that are in line with marketing logic. Accordingly, a product visual is virtually absent, the main protagonist of the packaging is a font accompanied with a basic use of illustration and colour.