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Brasil
PackTrends
2020
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.