Typically, packaging doesn't break the mold, as companies are content to keep it within easy-to-control paradigms of development. However, an increasingly common production style - disruptive packaging - is drawing more attention than expected in the current market, and more companies than ever are taking notice.
One of the foremost reasons why disruptive packaging is growing in popularity comes from Design Week. Citing a study from packaging supplier Smurfit Kappa in collaboration with eye-tracking company EyeSee, it was found that packaging specifically created and designed to "stand out" from among a crowd, was noticed by 76 percent more shoppers in the vital first five seconds they spend to view a shelf full of products.
Disruptive packaging is remembered by about 79 percent more shoppers after a trip than traditional styles, which has a clear benefit when it comes to excusing the expenses involved in designing the new types of containers and packages.
Disruptive packaging has a noticeable effect on long-term sales figures, which should inspire almost any business in the industry looking to gain more market share.
"With between 40 percent and 70 percent of purchasing decisions made in-store and 86 percent of consumers admitting they are "switchers," brands are constantly battling it out to be the product that is first noticed and selected by shoppers," Olivier Tilleuil, the managing director and founder of EyeSee, told the news source.
Disruptive packaging redefining consumer interaction
Packaging Digest added in an interview with Gordon Bockner, the president of packaging consultancy Business Development Associates Inc., that interactive packaging is one of the most successful ways for companies to "disrupt" traditional packaging strategies. Packages that can supply new levels of information to a consumer, Bockner said, such as those with thermocromatic inks or QR codes can help improve the interactivity of the packages, providing a dialogue with the consumer themselves.
This strategy is setting a new precedence with some consumers, specifically the younger generation. Millennials, consumers between 17 and 37 years of age who have increasing disposable income and shifting consumption patterns, have driven food and beverage merchandising, among other things.
"This is a critical demographic and sociological evolution; and packaging (surprisingly, perhaps) is in the forefront," Bockner told the source.
While there is potential for these branding trends to have negative effects on the future of the industry, especially the cost of expanding the current, there is no doubt that they'll only become more prominent over time.
Disruptive packaging breaks the traditional mold.Disruptive packaging hits the global market
As these results increasingly become apparent in the at-large packaging market, there are a number of companies bringing new approaches to their overall marketing. The Drum found that one prominent example comes from Jack Daniels, which is partnering with JDO Brand Design and Innovation to redesign some of its secondary packaging, slated to be rolled out first in Australia.
The new redesign will involve enhancing premium Jack Daniels ready-to-drink products while also appealing to more industry approaches. The resulting new look will involve a new brand logo that has angled crops and a "rip" design that shows the product below the initial packaging.
Jack Daniels, among other brands, received a new disruptive packaging design
This new packaging approach will involve the Jack Daniels brand in a way that meets the terms and standards of the industry in the country.
"The challenge was to add new characteristics to what is one of the biggest brands in the world, a brand that is synonymous with effortless cool and quality crafting," said Ray Smith, the creative director of JDO, to the news source. "Our aim was to establish a standalone characterful brand extension that reflected 'The perfect mix' in a bold, confident and modern way. We needed to strike a balance between disrupting the market and retaining the tradition, provenance and heritage of the Jack Daniel's brand."
Redefining product preservation
Tara Minerals is another recent reason why disruptive packaging is going to grow. Tara Minerals recently acquired new intellectual property that is meant to be used for the preservation and protection of fresh fruit, vegetables and flowers during long time periods of transit and storage.
The solution, called the SmartPac system, caters to the quality requirements of their end users, while also opening up new distribution channels and allowing for lower system-wide costs. This product is disruptive in nature by replacing typical shipping cartons with a sealed container system, preserving produce in the same condition as when initially picked. The packaging can be used to spice up the advertising expectations of several types of produce, including avocados, tomatoes, broccoli, pears, cherries and flowers.
