Latest advancements in packaging technology and market research tools like StickyBeek have been game changers, especially in A/B testing.
The ability to quickly gain real consumer insights has been invaluable, particularly for smaller brands. These brands can now access their target audiences without relying solely on feedback from friends and family.
New Zealand's growing range of local packaging manufacturing options has also benefited considerably.
“We're now able to compete with international suppliers, thanks to the availability of cans, boxes, plastics, and more—without the hefty shipping costs,” said Laura Feavearyear, creative director of Creative Jam.
“This makes the choice between local and offshore suppliers far more balanced, and personally, I’d rather support Kiwi companies anyway.”
Consumers today have become far more detail-oriented than they were a decade ago, and Feavearyear believed the economy and the pandemic have significantly contributed to this shift.
People have begun asking more questions about the origins of ingredients or the true meaning of terms like "natural sweetener." This change in consumer behaviour has influenced packaging design, and Feavearyear foresaw a trend towards more straightforward and focused packaging.
Instead of cluttering the front with numerous USPs and badges, she said that brands would concentrate on just the key selling points, freeing up space for more creative and meaningful use of the back of the pack.
Check out the full story in the February issue here
