But today capturing attention is no longer enough: one of the most innovative trends is to exploit the pack-aging to stimulate an interaction with the consumer. The container exceeds its primary function and be-comes a game, able to capture value in itself, beyond the product that it contains, to convey the brand's values more powerfully.
From 'relationship marketing' to 'interactive marketing', which is able to make the consumer more en-gaged. This type of activity builds on the emotional level, on surprise element and on a more playful experi-ence.
Marketing and design aim to capture the interest of the customer with innovative ideas. With a fresh idea and careful research of materials, the packaging can break from the norm and speak a new language.
No more cards: now you can use the product to write your message!
Global brands give up their own identity, leveraging their iconic nature to create a new behaviour.
The interactive game sometimes invites the consumer to customise the identity of the product according to their own inspiration. Kellogg's has created monochrome packaging to colour in, while Beck's invites con-sumers to create their own artwork by 'scraping off' the aluminium that covers the bottle.
A packaging design classic is to place the opening of the box in the position of the mouth, creating a hu-morous effect.
Client Service Director