Brands seek closer consumer ties through modes of interaction
Implications - With the conveniences of modern technology, consumers are becoming increasingly impatient and easily distracted, prompting retailers to look beyond exterior aesthetics to create an impression. In an effort to build ties with consumers, companies are turning to product designs that require participation, prompting individuals to become more deeply invested. Packaging that encourages user input or customization allow consumers to connect with products on a more interactive level, reflecting a turn towards more personally engaging marketing tactics.
Trend Themes
1. Participatory Packaging - Consumer goods brands are creating product designs that require participation, encouraging individuals to become more deeply invested in their products.
2. Interactive Packaging - Brands are creating packaging designs that are playful, interactive and even educational to engage consumers.
3. Personalization - Consumers are becoming more interested in products that allow them to customize according to their preferences, from cosmetics to nail varnish.
Industry Implications
1. Consumer Goods - Innovation in packaging design can create a competitive advantage in the consumer goods industry.
2. Cosmetics - Creating customizable and personalized products can attract consumers who are looking for a unique experience in their beauty routines.
3. Food and Beverage - Creating interactive or playful packaging can make healthy snacks and beverages more appealing to children.
