Brasil Pack Trends 2020

BrasilPackTrends2020 104 convenience and simpl icity Another example of consumer interaction is the use of electronic print technology. Together, Innovia Films and PragmatIC Printing companies developed a biaxially oriented polypropylene label (BOPP) with printed logic circuits. Amongst the infinite possibilities of use of this technology, the initial prototype consists of a label which activate a sequence of lights that flash when in contact with the consumer (Picture 4.40) PICTURE 4.40 Printed electronics Source: Press Release The new consumer has their convictions and arguments, since he wants to and can control his own life. He no longer believes in a simple declaration; he rejects marketing arguments that are misleading or questionable. He wants transparent, simple and intelligible information. He also rejects quite complex information and values producers who give comprehensible and honest information about their products. Thus, the consumer looks around more and looks for symbols on the package which help in choosing a product. One way of promoting simplicity and to make the purchase process easier for the consumer is to develop a package easy to understand and identify (HORTON, 2008). Package users search new types and designs that offer simplicity, cost and material reduction, without losing the benefits of convenience and sustainability. Besides this, consumers usually get confused when bombarded with an unending list of characteristics and benefits that each product has (PIRA INTERNATIONAL, 2009). In this way, simplicity is a trend in the package area, but with a focus on the item and not the brand, attempting to attract the consumer by the intelligent use of photography, prints, transmitting the benefits of the product in a subtle way. Brands from some of the big supermarket chains are good examples of this (Picture 4.41). They offer quality items, usually made by companies of high repute, but focusing on the product, showing cost benefits from the economy of its own packages, marketing and other factors. Another example of simplicity is from the English company Yorkshire Provender Soups (Picture 4.42). The original package displayed a “from farm” positioning to the consumer, with some visibility of the product on the lower part of the label, which covered the package. The newly developed package brought a significant visibility of the products and increased the brand’s recognition (HILL, 2010). Simplicity and ease of information