The Dieline Forum LA: Consumer Packaging in the 21st Century
For the past year, I've been very interested in the intersection between e-commerce and traditional retail. I see this as the next frontier for consumer packaging. Notably, Forrester Research predicts that online advertising will finally outpace television by 2016. Given that consumer packaging is one of the most ubiquitous forms of marketing communications (as we all know, 100% of your consumers' purchasers interact with your packaging), I see this movement into "Social Ads" as forever changing the way we design consumer packaging. The biggest question is… what will the new "best practices" for our industry be?
Now we focus on QR codes, augmented reality, and image recognition to merge the physical and digital. While these technologies have the potential to be immersive, we are definitely not using them as effectively as possible. (Most likely, they are just a flash-in-the-pan.) Furthermore, as traditional retail evolves into hybrid retail channels, the new SoMoLo (social, mobile, and local) shopper is quickly changing this evolving landscape. Consumer packaging stands squarely in the middle of the intersection between evolving retail formats, emerging consumer trending, and the next wave in social media. And, most importantly, packaging designers and strategists sit at the forefront of this "brave new world."
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