In today’s dynamic market characterized by generational shifts and evolving consumer preferences, the concept of “new consumption” transcends the mere functionality of products. Consumers now seek not only practicality but also external aesthetics in the items they purchase. With the surge of new retail trends, packaging requirements have escalated, demanding a higher standard of design. Effective packaging design serves as a brand or product’s “face,” conveying a story and establishing a connection with consumers.
Packaging is more than a visual element; it is a medium of communication, carrying content and continuing the conversation. Modern FMCG packaging goes beyond conveying basic information; it incorporates content innovation, brand positioning, and advertising appeal. The resulting communication becomes a potent tool, uniting consumers and solidifying the consumer circle.
Andrew Gibbs, founder of the renowned packaging design website Dieline, aptly states, “Packaging directly connects consumers to brands,” emphasizing how branded packaging conveys values and influences consumer choices.
Case Study 1 : Jiang Xiaobai’s Emotional Connection
An exemplary case is the success of China’s once-popular “Jiang Xiaobai” brand. By treating consumers as emotional allies and friends, Jiang Xiaobai goes beyond merely selling wine; it conveys a message directly to its consumers through thoughtful bottle design. The packaging becomes a medium to express the brand’s identity and values, creating a unique and memorable connection with consumers.
Case Study 2 : “The paper bottle” Program
Do communication pay attention to interaction, we see the vast majority of packaging design is just focusing on showing the product itself, especially homogenization is so serious today, if you can add a bit of information, interaction, care, the product does not look more warm? If Jiang Xiaobai’s appearance is due to its copywriting, then “The paper bottle” program of environmental protection paper bottles, is in the material, pattern point of view to do the article of environmental protection. In addition to the use of completely biodegradable pulp material, the bottle is also designed to be versatile, aesthetically pleasing, and easy to mass-produce, in order to attract more brands to use it as a better alternative to plastic bottles. The simple texture on the bottle mimics spruce and pine trees, which are the source of the pulp material. This way, no matter what beverage is inside, the twig pattern will come to give consumers an understated reminder about protecting the environment.
Beyond the physical attributes of alcoholic beverages, packaging can address consumers’ emotional and scenario-based needs. By creating packaging that “talks” and understands the social context behind consumers’ choices, brands can satisfy these deeper cravings.
In the era of new retail, success in packaging design goes beyond aesthetics; it requires the creation of a brand vision and a genuine connection with users. Crafting a hit with packaging is not challenging; what truly matters is building a brand identity that resonates with consumers on a profound level.
