Subconsciously, vertical lines are perceived as masculinity, a manifestation of strength and aggression, and horizontal lines – silence, order and calm.
Geometry in font
From a psychological point of view, the font is also important. Pointed letters are perceived as a manifestation of dynamism and some aggressiveness. On the other hand, soft and rounded letters give more inclined to trust the place of sale than the packaging. Although I always pay attention to the packaging because I work with it. I understand that it's one of the marketing channels. I look at what they drew for me here and sometimes I still read the composition and think about whether what was written on the packaging is true. Maybe it's great and beautifully made, but in reality it's inedible.
– The problem of caring for the environment is acute in the world today. Is there a need and demand from Russian consumers for eco-friendly packaging – or does such demand have to be created?
If you look at the situation cynically, both producers and consumers, 99% of them, don't give a damn about eco-friendly packaging. It's a business, everything is dictated by profitability. That's my opinion. Of course, biodegradable packaging is used very often, although this decomposition is also a slippery matter. It's not always clear what is malaysia mobile number list decomposing there and whether it is decomposing, and whether it is decomposing into what it should be...
In general, I personally consider the topic of global warming to be pure marketing. The call to buy paper packaging and save the planet is all an appeal to consumer emotions, in my opinion. In order to save the planet, we must oblige manufacturers to install treatment facilities, take care of the appropriate technical inspections of cars with low emissions. This is another job that has nothing to do with consumption as such.
Eco-friendly packaging is just a marketing tool. It works for a very small segment. But as for the practical effect, it is unlikely to be so noticeable that it can make the planet better. For changes to really happen, it is necessary to completely ban packaging that does not decompose. But until this is impossible, production will stop. I do not see any breakthrough ideas here that can make packaging truly eco-friendly. Look, in Soviet times there was such packaging - you came to the store, they cut off a piece of butter for you and wrapped it in paper. Then you threw this paper away, it decomposed naturally. The most eco-friendly and the cheapest packaging.
- Now this will be the most expensive packaging.
Well, yes, it's retro now. Farm product, ecologically clean. The theme of healthy eating, without GMOs and so on, is being pedaled.
- When creating a packaging design, the price of the product is always of great importance. Manufacturers focus on different price consumer segments - low, medium, high. Is there a greater division?
It depends on the products. If we are talking about nutrition, then there is much less segmentation here. A rational, calm person came for bread, bought a regular loaf and went back. Someone will choose Borodinsky bread according to old recipes - which, of course, will be told to him by the beautiful packaging. You can single out an audience that is fond of natural products, healthy eating - this is also a trend now. It is fashionable. But where is it fashionable? If you go 100 km from Moscow, it will be interesting to a tiny percentage. This is a segment of a megalopolis, where there is a layer of people who are interested in aesthetics and pay attention to trends.
– As for the food segment or, say, household chemicals – does it make sense to focus on design delights when releasing a product to the market only in large cities like Moscow, St. Petersburg, Novosibirsk? Will such a packaging design strategy fail in small cities?
There will not be such a demand for it. In principle, in any smaller city, take my native Irkutsk, all this is also there, all layers. But not when we are talking about very small cities, I am not even talking about villages. There, no one considers the packaging design as a product marker, because the same milk may not always be a necessary product - they can go and get it from a cow. There is a completely different understanding and knowledge of how it should all be.
- For example, we produce butter. In the city, we pack it in one pack. For the countryside, we pack it in polyethylene bags, because it is cheap and cheerful. For the luxury segment, we make some special elite packaging. Does it make sense to diversify the product image in terms of packaging if we are just entering the market?
There are certain evaluation procedures for this – focus groups, for example. They help to understand what will work for different segments. But business starts every day, and most of them, as we know, close. A small group survives, which either already has experience, or is lucky (which happens rarely), or is properly prepared.
– In general, what do you think should be the design of product packaging for segments with different income levels?
In the cheap segment, buyers don't care about the packaging design at all. The price is important. But again, you need to track how cheap the segment is and what kind of product it is. The middle segment is the quality/price ratio. It is important to support the quality with packaging and keep the price at an acceptable level so that nothing discourages a person. The premium segment is very small, and buying butter in the premium segment is difficult to predict. Perhaps the high price strategy will work, and a person will buy something more expensive. And on Rublevka, for example, it is not the owner of the house who goes shopping for groceries, but the person who cooks. Accordingly, this is the same middle segment.
You can do it cheaply and simply - but there will be a complete rejection at the low segment level, and in the middle and high, on the contrary, it will work. You always need to test.a feelin