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Brasil
PackTrends
2020
104
convenience and simplicity
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