Navigating the Intersection of Consumers, Need States and Package Design
Denise Greenwell, Director of Brand Design, Berry Global
Samantha Bennett, Design Researcher, Blue Clover Studios
Did you know that one of the most underutilized brand assets is the packaging? Many times, we think of packaging as the holder of our product—merely a container that transports our wonderful products to our consumers.
What if we thought about the packaging as an extension of the brand? In fact, the packaging is typically the first physical interaction a consumer has with the product. The experience a consumer has with the packaging is a critically important aspect of the overall brand experience.
The presenters will detail how key market insights, consumer research, and differentiating brand values can collude with user-centered design, innovation, and manufacturability to create a package that simultaneously delights consumers, brand managers, and operations teams.