OUGD603 / Extended Practice - PART 2 Design Publication: Consumer psychology 2.

OUGD603.
DESIGN PUBLICATION. 
CONSUMER PSYCOLOGY 2.

Unwrapping the luxury package. 

Luxury in Recession. 


“As in every category packaging plays a significant role but in the luxury sector it has a greater responsibility because you’re talking about premium products here, so there’s an expectation from consumers that the pack will look and feel exceptionally good,” says Bititsios. “As a result it’s not really a ‘nice to have’; it’s a ‘must have’ for this category.”

“The effects of the recession have been very interesting,” says Sinclair. “Some brands have looked to contain costs while others have looked to accelerate the pace of new launches and upgrade their packaging to create more impact with their customers. The packaging has had to work harder than ever to sell the product to hard-up consumers.”

 “I know it sounds contradictory and ironic, but consumers need to find comfort in brands that they trust so they will probably cut their spend on other things so that they can find the money to buy, or emotionally invest, in those premium brands because they make them feel comforted during those tough times.”

Two types of consumers.

Christina Repcheck, graphic designer at Sheridan&Co.

“Firstly you have the considered consumer. These are the individuals who want to be 100% certain of the purchase before parting with their money. They’re happy to research the products in advance so they’re fully clued up before heading into the store. For this type of consumer it’s about the customer experience from start to finish. They’re informed and there tends to be a level of brand loyalty among them. Packaging is inevitably important to them and they want it to reflect the quality they already know is on the inside.

“The second group is the swayed consumer,” continues Repcheck. “Ultimately they know the type of product they’re shopping for, but don’t make a final decision until they’re in store. They shop a book by its cover so for this consumer the quality of the packaging design can be a deal breaker.”

“Luxury brands spend millions building their brand image through all and every appropriate communication channel,” says Cannon. “They sponsor luxury events, they advertise in the glossiest magazines, they hold the most glamorous parties in the most dazzling locations. They tell you about the traditions, qualities and heritage of the brand and associate it with wonder and aspiration in highly creative ways. So when you, the innocent consumer, come into contact with the brand, its packaging, if designed correctly, ignites all these sub-conscious feelings and meaning so you are compelled to spontaneously buy – probably in the most considered way you have ever bought anything.”

“While the primary pack is seen and used by the consumer, in many cases it is an outer box that initially entices the buyer to choose the product,” explains Peach.
This is particularly the case when it comes to gifting occasions, he adds. “The secondary packaging can be the real reason for purchase with a top quality box, for instance, making a luxury good an attractive gift. Impressive packaging conveys the message that you care about the recipient making the way the product is presented especially important.”

And the reason these brands are prepared to spend so big on the packaging of their products is because they treat it like a “living ad,” says Levett. As a result, how it feels and behaves in store and in the consumer’s hand is vital. This means that the right graphics and structure is of paramount importance.

“If a brand stands for quality, but the packaging feels poor or ill-considered then this will do damage to the brand promise,” says Levett. “In that sense the packaging must reinforce the brand promise. As the packaging is often the first touchpoint it plays a vital role in confirming consumers’ opinions about a luxury brand and encouraging them to purchase. And once they have taken that product home it continues that task.”

The fact that rival luxury goods manufacturers are also significantly investing in their packaging means there is a constant pressure on brand owners to continuously push the boundaries of what’s possible and ensure that they create packaging that has the right look and feel of the brand’s identity, says Cuan O’Callaghan, sales manager at Leo Luxe, who is quick to point out that there isn’t a one rule fits all scenario when it comes to luxury packs.

“The key to getting it right is the precise execution in the end product,” he says. “Luxury packaging must achieve the look and feel that the brand and its consumers desire. And of course, eye-catching finishing techniques or the application of technology into packaging makes the consumer enquire and interact with the packaging increasing the likelihood of its effectiveness in the retail space.”

It’s a view shared by ButterflyCannon’s Natalie Alexander. “Packaging is a physical manifestation of what a luxury brand stands for and so this will dictate the required aesthetic be that opulent, minimalist or another approach,” she explains.

“All you must remember is that luxury brand packaging is about experience, not convenience. It’s not about being easy and so forgettable. It’s about being pleasurable and so memorable. Finishes, detailing and kinetics must all be part of the designer’s palette. There should be nothing fast moving about this consumer good. Consumers will want to take their time to enjoy.”

Sheridan&Co’s Repcheck

“Luxury has often been associated with embossing foil effects and varnishing. However, the wild success of brands, like Apple, have made the approach more acceptable. Brands are becoming more comfortable with lots of white space on a box and not including quite as much information on the packaging. Less is certainly more.”

Michael Sheridan, founder and chairman of Sheridan&Co, 

“Take gifting as an example, where we’re seeing the return of the layering trend from the 1980s started with brands such as Tiffany and Jo Malone,” says Sheridan. “Gift purchases are once again being wrapped in tissue paper, placed in gift boxes and tied with bows. Retailers are encouraging staff to spend more time with customers which in itself is a luxury. It’s about a renewed focus on the luxury of the whole in-store experience with packaging playing a pivotal role.

What I have taken away from this article:

- In every situation, even in events such as the recession well crafted packaging is a must have for luxury brands, more so - the packaging needs to work even harder to make a sale in a recession. 

- People will skimp on less luxury items to afford comfort from buying luxury ones. 

- There are two consumers, the considered consumer who knows what they want, and so packaging isn't as important and customer experience is. Those who come into the store with a decision still to make rely heavily on packaging. 

- Packaging needs to be an extension of the brand, and act as the energy that ignites the lightbulb regarding brand heritage and personality etc.

- When people are searching for gifts, often luxurious packaging will sway the purchase decision, as more luxurious packaging makes the gift appear more luxurious and gives the recipient the idea the sender has put in more effort. 

- Packaging is a living ad.

- If packaging is produced terribly it affects the image customers have of the brand. 

- Packaging is a physical representation of a brand and so it needs to echo this aesthetically, whether opulent or minimalist etc.

- Experience not convenience. Consider creating an experience through packaging, that makes unpacking the item just as enjoyable as using the item. 

- Less is more. The art of less is becoming more luxurious. 

- Layers and packages that look like gifts are coming into trends. The process of gift wrapping a purchase in front of a customer also echoes a special moment and ideas of luxury.