Brasil Pack Trends 2020

BrasilPackTrends2020 115 aesthetics and identity FIGURE 5.9 Packages for well-being products Source: Press Release FIGURE 5.8 Interactive Machines Source: Press Release when products are placed out of reach or are behind the counter (Figure 5.8). Other aspects of hedonistic consumption are related to health and well-being diets, with improved physical appearance and beauty. In such cases, the packaging must be clear enough to convey to the purchaser and future consumers the purchase benefits. The ViaVienté, 5Alive and Beauty Candy products are examples of where you can observe how packages can attract the consumer’s attention (Figure 5.9). Beauty’in is the brand of “cosmefoods” (foods with cosmetic properties) created in 2010 and Beauty Candy is a collagen-based bullet that had their packages of 150 grams exchanged because the old stand up pouches confused consumers. According to the brand owner, consumers mistook the bullets in the old packaging with cosmetics refills. The new package is a cartridge (more like food packages) and the window facilitates product identification by the consumer (MAIS..., 2012). 5.2 PACKAGING RENOVATION Use of symbols, colors and special shapes The use of visual elements is an important tool for providing recognition and brand identification. Packaging is one of the most important intermediaries between the consumer and the brand, is their first contact with the product. Thus, the companies should seek to differentiate with innovative and high impact designs in order to highlight their products among the options available in retail outlets. To build a brand identity efforts should be directed towards the creation of a symbol or logo combined with expressions that define its essence, personality, style and competitive positioning. The brand identity can be constructed through names, letters, emblems, pictures or symbols able to differentiate it from other brands and provide its rapid recognition, as in the examples shown below (Figure 5.10). A brand should always be linked to the image of the company and represent the consumer expectations through cognitive resources (HILL, 2010; SERAGINI, 2010; BRANDT, 2010).