The role of structure in packaging starts with the consumer. While consumers pay close attention to the package format and design of the products they buy, brands must deeply connect in order to drive purchase decisions.
For brands to deeply connect with consumers, a unique packaging structure that not only differentiates on shelf, but also helps form and support brand identity is an important aspect of the brand experience.
Through consumer research, brands can better understand how and why a product is used, and by whom, to create a better overall customer experience.
To better guide insights, start by asking these three questions:
What does the current category landscape look like?
What are the pain-points related to packaging in this category?
How does the packaging connect emotionally to the consumer?
Watch the entire webinar here: Structural Packaging 101: Insight Driven Innovation