Design makes things more attractive. But is that really all? No, today design offers much more: problem solutions, integrity, the courage to be different. Design not only means a nice appearance. Quite the opposite.

Consumers worldwide are becoming more critical. Brands and products are competing daily for customers’ favour. On the one hand, this can affect the quality of the product, on the other, however, the packaging design is almost always the method of choice. The packaging is the first contact with the buyer. 70 percent of purchasing decisions are not made until the customer reaches the store shelf and this is where the product looks, haptic feel and handling aspects score. Mostly the consumer and the product do not meet until the second phase. This is when the packaging should then definitely keep its promise.

An honest “soul”

The packaging must be an honest “soul”. In addition to functionality and contents protection, honesty is one of the most important success criteria in packaging. Packaging, which creates the false impression of premium quality, arouses expectations but does not fulfil them and conveys false statements, will not be purchased a second time. Packaging must be appropriate. This applies to all sectors across the world: from perfume flacons up to chewing gum paper. In a lecture given in connection with the Pro Carton Congress last November in Düsseldorf, Dr. Alexander Schubert, The Brand Union, presented the features required for outstanding packaging design.

Outstanding

That means: outstanding design always starts with what is also an outstanding product idea. In this connection for example Starbucks did not invent coffee, but they did invent coffee “to-go”. And that is why they can even charge three Euros for coffee! Or for example the idea of healthy fruit for people on the move – as illustrated by the beverages from “innocent” and innumerable other Smoothie brands today.

Simple

Ideas such as these are also always characterized by a certain simplicity and unsophistication. Schubert’s example of this is currently the absolute trend-setter in table waters, “Voss”. It is served at the Golden Globes and Nobel Peace Prize presentation alike and is particularly characterized by its bottles in BPA-free material, which can be used with one hand. Coca Cola or Nivea are also classics, which live from the “simple” attribute.

Integrity

A further pillar of good design is integrity: the product presentation must be authentic and combine the elements of responsible brand management. In this connection for example the statement “sustainability” should also be communicated through the fair treatment of suppliers and employees, honesty and naturalness. As an example here, Schubert stated the young natural cosmetics brand Pangea Organics from the USA. It was voted into the Top Ten “Leaders of the Green Economy” in the USA. All carton packaging is produced using 100-percent recycled cardboard thus producing zero new waste. The packaging has integrated seeds, which germinate after planting to produce the herb basil. Anyone who buys these products knows that they are thus supporting sustainable agriculture and the culture of trade relations right up to organic farming whilst also using renewable, recycled and recyclable resources. Numerous other examples prove that honesty is the main criterion in packaging design, duping the consumers is out. Implementation must be just as outstanding as the idea itself.

Design is also communication. The best way to attain this is by telling stories, when a dialogue, interaction is generated with the consumer. One of several examples of this is the Anatomicals cosmetic company, which has succeeded outstandingly well in achieving exactly this with “Bye bye miss american dry”. Or the cleaning agent from B.E.E. with names such as “I’ll make it all white – but I’m good to the environment”. A genuine classic is Absolut Vodka, a product which explains its own origin. Or www.schokoladebestellen.de: “It’s just as good as sex, only without bitchy women.” Sex sells, just like it always has. And in this case even outstandingly well – with the 2007 iF Communication Design Award.

Unique

The last point is essential: uniqueness. In this connection uniqueness can also be a form of sustainability. This is illustrated by the “Y Water” children’s drink with purely organic ingredients, minerals and vitamins. The bottle is 100-percent recyclable, the Internet site is “green hosted”, in other words powered by solar energy, and the bottles form a kind of toy construction kit. The different varieties have been given names such as “Brain”, “Immune”, “Muscle” and “Bone”. The theme of vintage design in the form of alternating bottle designs in limited editions is also exemplary. Evian for example has been doing this for years and the bottles change hands between collectors for large sums of money.

The “Iordanov Vodka” bottles are also unique: black bottles with a shiny, glittering decor consisting of thousands of crystals, which adorn the bottle neck and bottom-end. In between is the label covered with numerous glittering stones. Each individual stone has been hand-processed. The shimmering lustre of the crystals is designed to reflect the crystal-clear contents and the elegant, exquisite ultra-premium character of the vodka and makes every bottle a collector’s item for art lovers. Another entirely new item is a glamorous ladies’ vodka in an extravagant bottle, on which 7,000 tiny, pink-coloured “Luk Dymand” stones sparkle like ice crystals. It is also available in the decadence version – with Swarovski crystals.