Brasil Pack Trends 2020

BrasilPackTrends2020 77 package trends 3.4 AESTHETICS AND IDENTITIY The consumer has needs, feelings and desires which he expects to meet with the products he choose, buy and consume. He seeks an objective and subjective satisfaction that results in feelings of pleasure and accomplishment, new emotions, and escape from of everyday life routine. The package should encourage the consumer’s personal identification with the product or the brand. Consumers have a sophisticated lifestyle and demand products with high added value, such as a status symbol. This is the phenomenon of products “premiumization” and, consequently, the sophistication of packages that reflects the demand for products with top quality, Premium, associated with luxury and indulgence. Another Brazilian consumers’ lifestyle of marketing importance to the packaging sector is the valorization of life quality and wellness, resulting in the demand for products that can bring some health benefits, which display information about its origin, aspects of quality, and safety. The memory of the past, of the “good times” in retro packages, even in limited editions, pleases the consumer. Packages that transform products into gifts, collectibles, children’s entertainment, and interactivity tool for the young will succeed. The package reinforces the consumer’s perception, provides differentiation and appeal to the product through the aesthetics of colors, shapes, images, graphics, even exaggerated and extravagant, generating large sensory and emotional stimulation. Life-Style Packaging - Natural, safe and handmade Creative packages that inform about the quality care of ingredients, production, and enhance the natural origin of the product. “Premiumization” - luxury, indulgence and hedonistic consumption Provide new sensations and the pursuit of guiltless pleasure, linking sensory experience with consumer expectations and emotions. Personal Identification - Limited Editions and products endorsed by celebrities Releases on specific occasions and products associated to celebrities attract consumers who seek something different. Pleasure Experience - Stimulus to sensoriality Packages provide interactivity with the consumer, involving several senses in appreciation of a product. Packaging Renovation - Use of symbols, colors and special shapes Identification and recognition of the brand by the package, to differentiate and express product quality, authenticity and personality.