Local experts, global insights
Home  >  Economic Insights  > Less is more when it comes to packaging

Less is more when it comes to packaging

22 January 2015

As much as manufacturers don’t like to admit it, packaging plays a significant role in a consumers' product choice. A person’s expectation of the product often stems from the packaging in which it is housed. This means that if consumers are looking for a premium bar of chocolate, they will expect its packaging to reflect the product’s credentials. When the FMCG market was faced with economic instability and manufacturers were adapting their packaging to meet the needs of the hard-pressed consumer, there remained some well-established brands that kept their loyalty to the premium packaging market.

Many consumers still opt for traditionally premium packaging, consisting of gold foil and luxury typography. On the other end of the spectrum, manufacturers such as Apple go by the philosophy that “less is more,” using sleek, simple shapes and minimal colour to appeal to the tech-savvy consumer. Manufacturers should create packaging which creates an instant recognisable look and feel to the product, which puts across the message that the consumer has just purchased a stylish and sophisticated product, where even the packaging can still be admired long after the purchase.

I Pad Air PackagingIn 2013 consumers spent 134,086 million US$ on food to fulfil the desire for new experiences. Many brands are aiming to attract consumers’ attention with clean and clear product packaging which is different when compared to mainstream products on today’s shelves. Manufacturers need to remember that when consumers want luxury, whether they choose a product for themselves or as a gift, they do not always value the usual traits such as convenience that highly. Consumers want to be able to interact with the packaging and spend a pleasurable time unwrapping the product. This is why boxed or individually wrapped chocolate continues to be a success, as the packaging offers luxury and elegance.


By Joanne Hardman

Joanne Portrait _BW_croppedSince joining Canadean in early 2014, Joanne has produced a variety of reports identifying emerging market trends and explaining insights into consumer behaviour in FMCG markets. She has produced three large scale reports based on primary and secondary research, identifying emerging opportunities in the prepared meals market, how consumer trends are shaping packaging innovation and defending against margin erosion in the premium drinks market. Joanne graduated with honors from the University of Manchester in 2012 in Language, Literacy and Communication and from there worked as a New Claims Handler at a solicitors firm and then moved onto working as a Personal Claims Manager in the Financial sector.