Insight
Oct 18, 2017


How the functional and strategic role of the packaging changes

THE PACKAGING IS THE MESSAGE

In the past, the most important purpose of the packaging was to protect the product during shipping and storage.

In a world where choice on the shelf was limited and the online distribution channels did not compromise the dominance of the offline channels, the functional role of the packaging was to be a strategic and differentiating tool, capable of clearly communicating product's properties, with a colour and design that made it appealing to consumers.

Today, not only has the strategic role become increasingly important but also its functional role has gained new significance.

From product integrity to increased convenience

Consumers have become more and more in-tune and aware, and consequently more attentive to every detail: they select products according to the way in which the packaging makes the product easier to carry, open and use. Its functional role is no longer just "business-centric" but consumer-centric. The packaging protects the products more and more efficiently from exposure to external factors and is the key to optimising logistics. But not just that: most importantly, it has become the fifth pillar of marketing, that makes the product convenient to consume anywhere and at any time, in line with consumer habits.

Amcor PushPop combines fun and functionality in a single, easy-to-open package: a convenient snack for any time of the day.

Domino's Pizza has made the box for its pizza an element of entertainment, designing it based on the consumer habits of its users.

From conveying a message to incorporating it

Its functional consumer-centric role is all the more significant when the packaging becomes the differentiating tool amongst the information noise from the products on the shelf (online and offline), not only capable of conveying a message, but also incorporating it. The packaging is now part of the products themselves and is increasingly playing a crucial role in enhancing the value of the product. It supports our lifestyles and consumption choices, and strengthens the identity value of the products. The ability to use packaging as a marketing tool is now a well-known principle, but today more than ever, the packaging is the message; it is the story of the product and the brand's values.

For the labels of its bottles, Leeds Juicery, a brand of juices, uses paper made of sugar. The objective? The freshness and the composition of the product. To remind you that Leeds Juicery products are fresh and preservative-free, and that they need to be consumed within 48 hours and kept away from the light, the label says that "sugar paper also has the beautiful characteristic of changing in prolonged sunlight, just as the ingredients of the product".

Saltwater Brewery is a microbrewery founded in Florida in 2013 by "sea-lovers". Each artisan beer has a name inspired by the ocean to reflect the lifestyle and passion of the Founders. The objective of Saltwater Brewery is to minimise the impact of the beer packaging on the sea. A great step forward has been achieved with their creation of the first six-pack rings to be biodegradable in water and nutritious for marine creatures.

This Too Shall Pass has launched packaging made of agar-agar algae gel and water. Once open, the packaging will decompose at the same speed as its contents.

Packaging still continues to play a functional and strategic role for the products it contains: if its functional role has changed focus, its strategic role has gained momentum. Functionality has increasingly shifted towards the consumer, and the form has become the substance itself: the product message and information is no longer merely "conveyed" through the wrapper, it becomes its basic ingredient.

Today, more and more, it is a case of the form being the substance and the packaging being the message.

Share

CBA Design


Our HQ

96, rue Édouard Vaillant
92300 Levallois-Perret, France
Map

+33 (0)1 40 54 09 00
Email

© 2016 All Rights Reserved

CBA is a global design agency.
We are a network of 13 offices located across the globe, sharing the same mindset.
Our 305 professionals work passionately everyday on projects from more than 30 countries.

CBA Global en
CBA France FR / EN
CBA UK EN
CBA Italy IT / EN
CBA Spain ES
CBA Turkey EN / TR
CBA Middle East EN
CBA Asia Pacific EN
CBA US EN
CBA Latin America EN / PT / ES

Type your search and hit return

SUBSCRIBE TO OUR NEWSLETTER

First Name

Last Name

Email address

You will need to confirm your address to activate your subscription
By clicking "Subscribe" you are agreeing to our Privacy Policy

Terms and conditions

LEGAL MENTIONS

This site is edited by:
CBA Paris
SASU with a capital of 1 150 000€ Euros
RCS Paris

Headquarters :
96 rue Edouard Vaillant, 92 300 Levallois-Perret, France
Tél : 01 40 54 09 00

Director of Publication : Louis Collinet

This website was developed by :
CB’A Srl
Headquarters: via Lecce 4, 20136 – Milan, Italy

The information displayed on this site concerns all CBA Paris entities. These companies are referred hereafter by the name « CBA Group ».

Property rights
Copyrights

All data, text, information, images, photography, videos or any other content shared on this website are protected by copyright.
Any reproduction, representation, use or adaptation, whatever the form, of all or an element of this site without the written consent of CBA group will be considered as a counterfeit act and falls under the penalties of Intellectual Property Code.

Brand copyrights
All named and logotyped brands and other distinctive signs, which appear on this website are CBA group’s property and / or of their clients. Consequently, any reproduction or representation, and any use of these distinctive signs are prohibited, except with a written consent of their owners.

Links generation to www.cba-design.com
The website allows the set up of an hypertext link pointing towards its content, except using the technic of « deep linking », i.e the pages of www.cba-design.com should not be integrated within another website pages, but accessible through the opening of a new window.
This authorization does not apply in any case to websites displaying controversial, pornographic, or xenophobic information or which could harm sensibility or cause public disorder.

Website editor's responsibility
Website content :
CBA Group has attempted to ensure the accuracy and the update of the information contained on this website ; CBA Groupe reserves the right to amend, at any time and without notice, the content. However, CBA group cannot guarantee the accuracy, the precision or the comprehensiveness of the information carried on this website.

Website access :
CBA group’s companies cannot be held liable for any incovenience or damages related to the general use of Internet, notably in case of service breakdown, external intrusion, downloaded viruses, or damages caused to the equipment or software which would be linked to the use of this website.

Links towards other sites :
The site might include links to other Internet websites. Given that CBA group can’t control these sites, CBA group cannot bear the responsibility for their contents, advertisments, products, services or any other material available on or from these websites. Moreover, CBA group cannot be held responsible for any damages or loss related to a trust relationship relating to the content, goods or services availables on these sites.

Privacy policy

Visitors are made aware that all personal data collected on this website are automatically processed. Data collected are kept confidential and are aimed at the exclusive use of members and services of CBA group.

These personal data fall under the dispositions of law « Informatique et Libertés » of January 6, 1978.
It is understood that the visitor is given a right of access, amendment or deletion of any personal data related to them, by sending a mail to :

CBA Fabien Godimus 96 rue Edouard Vaillant 92300 Levallois-Perret
or by sending an email to fabien.godimus@cba-design.com