Food packaging seeks to make an emotional connection with consumers
Implications - Marketing efforts that tell a story have proven successful in creating an emotional connection between brand and consumer. When it comes to the food industry, and animal products in particular, the story focuses on the origins of the product as well as the thoughtful means of production. This method alleviates growing concerns about the ethical creation of goods, while continuing to intrigue consumers with the narrative format they've come to expect.
Workshop Question - Does your packaging tell a story about your brand? What story do you want to be telling?
Trend Themes
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Storytelling Marketing — Brands are using storytelling marketing in food packaging to create an emotional connection, alleviating customers' concerns about ethical production while intriguing and engaging them using a narrative format.
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Ingredient Transparency — Brands are promoting ingredient transparency in food packaging to attract customers who are interested in maintaining a healthy diet and who seek product transparency, which promotes brand trust and loyalty.
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Origin and Locality Emphasis — Brands are emphasizing origin and locality in food packaging by using illustrations that illustrate the origins of the product's ingredients and convey the process of cultivation to make the connection to the product' origins in the audience's mind.
Industry Implications
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Food and Beverage — The food and beverage industry can apply storytelling techniques and illustrations that emphasize origin and locality to create a deeper emotional connection with their audience.
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Health and Fitness — The health and fitness industry can use ingredient transparency in their products' packaging as a marketing tool to promote their product as a natural and healthy choice for consumers.
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Graphic and Product Design — The graphic and product design industry can leverage the trend of storytelling marketing and emphasize the origin and locality to create distinct and memorable designs that can attract potential customers.
