Product Packaging Design

Product packaging design is the communication between the product and customers. It can relay the uses, the impression, and the expected outcome to them. It is also considered as an indispensable marketing tool to compete with competitors in terms of product development of both local and international brands (Trending Packaging, 2015). Product packaging is a prominent factor in businesses especially to the extent of determining the success or failure of an organization as it acts as a product differentiation from competitors. An example would be Tiffany & Co. It uses robin’s egg-blue boxes to store the jewelries for every customer that makes a purchase and thus, the colour concept left even iconic and memorable experience for the customers as compared to their products (Conran, 2014). It is the way of how customers remember the brand through the packaging, design and the concept of it.

Currently, there are more purposes that product packaging design serves as. It has the ability to communicate with consumers, enhancing the core product, and promoting the product with the use of visual experience, and consumer experience. With the growing market and advanced technology, packaging can no longer be as simple as just packing a product with just words. Initially, the use of packaging only applies to luxury products as the materials used for packaging were relatively expensive, but now, it is a must in selling products so as to attract and retain customers. Along the years, consumers have also requested packaging to be environmental friendly while having a creative design on the packaging. A successful example will be Starbucks whereby they uses recycled material for their paper bags, cup sleeves, etc. and with their simplicity packaging design, many consumers are attracted to it.

In the traditional days, people viewed creativity as simple and easy as it could be whereby in the case of it, will involve only three elements which are the creator, product and the audience. Whatever product that is produced and deemed as creative in the past, audience would always associate it with the creator. There are many different forms in showing creativity and not necessarily be a physical product such as songs, and incorporating elements into products like technology, art, etc. It is evaluated by the audience if the products produced are creative or not and it all refers to being unique whereby nobody has ever thought of it. In this article, creativity is defined as "the process by which a cognitive agent acquires a novel perspective that is useful to it in some way by interacting with an object or situation". It implies that the creator associate usefulness along with a product to bring convenience to people. In a study, it identified the critical elements of creativity of an individual which are attitude, interest, motivation and popularity. In order to have a creative thinking style towards solutions, it will be best for individuals to possess the elements as mentioned above. It will unleash the potential creativity capacity in them. Besides these elements, the way in which individuals are raised which are normally categorised by countries, has an impact in how they show their creativity.