Packaging Design Influence

Indigo, yeh kya chal raha hai? I took an IndiGo flight to Lucknow recently. Among the bunch of packaged snacks that came with the in-flight meal, one caught my eye: "Gur Para Chia Seeds", marketed as "Baked, Not Fried." Front of the pack screamed healthy. Back of the pack told a different story. Let me break it down for you: → Refined wheat flour (maida) was the main ingredient → Jaggery (sugar ka bada bhai) was the second ingredient → A chia seed product with only 2.5% of chia seeds 😟 → And palm oil? 2.3% So out of the four main ingredients, only one is good for you. And it gets worse: 163 calories in just 35 grams, that's more calorie-dense than most desserts. Plus 7 grams of added sugar. This is the problem plaguing our industry. Products masquerading as "better for you" when they're not. I have no issue with brands selling junk food. Fried food hai to fried food boldo. Sugar hai to sugar boldo. But don't manipulate consumers with clever front-of-pack marketing while hiding the truth in fine print. This is exactly what Revant Himatsingka (Food Pharmer) has been calling out with his “Label Padhega India” movement urging us to flip the pack and read what’s inside. Here's what needs to change: ▶️ Consumers, please stop trusting front-of-pack claims. Flip it. Read ingredients. Educate yourself. ▶️ Brands, transparency isn't optional anymore. You're charging premium prices for consumer trust. Honor that. At Go Zero, we put our calorie count and 0 sugar at the front, what we proudly claim. No hiding, no misleading claims. What you see is what you get. Because we want you to indulge - guilt-free. Consumers paying for "healthy" deserve actual healthy, not marketing-healthy. No?

Stand out at the front of GenZ shelf. Gen Z packaging is transforming towards a more anarchic and casual aesthetic. This GenZ market force pushes all segments from luxury to commodities and impacts all categories of the sector. How do we ensure that our packaging is up to date? Value size, groovy vibes, smart packaging, sticker mania, inclusive design, enjoyment and carbon footprint, brand packaging needs to stay effective and relevant in the face of stiff competition from challengers. Visual attention is crucial. Vibrant, bold colors are in demand—think highly saturated neons that exude confidence and playfulness. Gen Z is moving away from Instagram's polished look towards a more carefree aesthetic, favoring simple, whimsical labels and relaxed typography. → Brands that are relatable. Younger consumers prefer brands that are relatable, human, and a bit quirky and playful. Did you know that color influences nearly 93% of people? Gen Z, as evident from their fashion choices, enjoys standing out. To cater to this preference, opt for bold colors in your packaging. Think vibrant pops of color instead of neutral tones. This not only helps your products stand out on shelves but also enhances their appeal to Generation Z. Gen Z shoppers love bold colors and the Y2K aesthetic. This style, inspired by the early 2000s, embraces futuristic and cyber elements, along with glitter and holographic textures. Incorporate metallic elements into your packaging. → Haptic effects are enticing. Gen Z wants tangible connections now more than ever. Brands are incorporating haptic effects—unique textures, finishes, and shapes that invite touch, making products more appealing to grab off the shelf. Glossier is known for its minimalist aesthetic and clean beauty products. The makeup and skincare brand creates packaging that's visually appealing, tactile, and practical, using soft-touch materials and pastel colors that appeal to Gen Z. Similarly, Fenty Beauty features a unique magnetic closure system that provides a satisfying click when opened and closed, enhancing the overall user experience. Consider Viktor & Rolf, the avant-garde luxury fashion house. Their fragrance Flowerbomb is presented in a diamond-cut bottle with a multifaceted glass design, emitting a subtle scent that enhances the luxurious experience. Similarly, Jo Malone is known for its fragrances and luxurious packaging. Their products, like perfumes and candles, are packaged in boxes delicately scented with the signature fragrance inside. Concluding. The arrival of GenZ consumption is a revolution in the world of packaging, which impacts it in all aspects, from the purely constructive to the design, some are the keys that will position us and make us stand out, although they will surely occur to you many more. I leave you with a selection of products that I have searched for you, hoping they serve to inspire you in your next creation. #beauty #genzpackaging #packagingdesign #beautydesign

The Dark Side of Sustainable Packaging Sustainable packaging. The golden ticket to a greener future, right? Not always! Research* shows that 70% of packaging changes lead to a drop in sales. Let that sink in. Even the most sustainable solutions flop if they don't align with what consumers actually want. Take it from someone who champions sustainable packaging every day, this isn't just about swapping one material for another and calling it a win. It's far more complex. The stakes are higher than ever. Switching to sustainable materials represents a significant investment for brands. But the real challenge isn't just covering higher costs for materials or manufacturing, it's about understanding the consumer mindset. That same research reveals that in a quarter of cases, packaging changes lead to sales drops of 10%–25%. Imagine pouring resources into an innovative, eco-friendly solution, only to watch it fail on the shelf. Not only is this unsustainable, it's devastating for brands. Even big names get it wrong. Remember Frito-Lay's biodegradable SunChips bag? So loud that consumers created a Facebook group just to vent. Sales dropped by over 11%, and the brand scrapped the material. Sustainability means nothing if it ruins the consumer experience. Too many brands make decisions based on assumptions rather than evidence. They rush to market with "green" products, hoping for applause, only to discover consumers didn't want the changes in the first place. Consumers want sustainability, but they also expect convenience, affordability, and a seamless experience. A material swap that leads to leaky containers or higher prices just won't cut it. That's why risk assessment with in-store empirical research is crucial. Testing concepts in real-world scenarios helps identify pitfalls and ensures packaging resonates with consumers before hitting the shelves. Fixing issues at this stage is far easier than recalling a failed product later Sustainable packaging isn't just about doing good for the planet, it has to work for your brand and customers. We need to ask tougher questions: Will the packaging perform on-shelf? Will it enhance the consumer experience or undermine it? The ball is in our court. How do we ensure sustainable packaging doesn't just sound good but actually works in practice? It starts with listening (really listening) to consumers. Understanding their needs, testing new concepts in real-world scenarios, and finding the balance between eco-innovation and usability. The path to sustainability is complex, but with the right research and a consumer-first approach, we can create solutions that tick all boxes. Nothing's less sustainable than going back to the drawing board after a failed launch after all. Are you still in the dark? Do you research what consumers really want? What surprising insights have you uncovered? (*Source: The Sales Effect of Innovative Package Changes: Evidence from the U.S. CPG Industry, 2023)

HOW KIRKLAND OUTSMARTS BIG BRANDS—A MASTERCLASS IN PRIVATE LABEL STRATEGY When I visited Costco recently to pick up my usual Kirkland Signature Ibuprofen, I noticed something odd: two Kirkland options. One came in an orange bottle with round tablets, the other in a blue bottle with elongated ones. ❓ Was there a difference in formulation? Nope. But there was a strategic stroke of genius. The blue bottle mirrored Advil. The orange mimicked Motrin. Same Kirkland product, different packaging cues — each designed to trigger immediate brand recognition and comfort among loyal buyers of those legacy brands. This is private label sophistication at its best. It’s not just about offering a cheaper alternative (though Kirkland's version was ~40% less). It’s about lowering psychological switching costs by mimicking visual and functional design cues consumers already trust. 👉 This subtle packaging strategy increases the chance of perceptual generalization — getting consumers to confidently choose Kirkland because it feels like the brand they already know. Smart, simple, and powerful. What other examples have you seen of retailers using clever design to win over national brand buyers? If you enjoyed this, share it with others and follow me, Jan-Benedict Steenkamp, for more writing. #RetailStrategy #PrivateLabel #BrandMarketing #Costco #ConsumerBehavior #PackagingMatters

A single chocolate bar. 98 calories on the front. 220+ calories in reality. I bought this Snickers thinking it had 98 calories. Then I turned the pack around. The bar is 45g. The 98 calories mentioned on the front is for a 20g serve. Which means the full bar is not 98 calories. It is roughly 220+ calories. And more than 50% of it is sugar. Technically, the brand has shared the information. But practically, who is eating 20g out of a 45g single bar? The pack is not divided into two pieces. For a normal consumer, this looks like one small bar. And that’s where the problem lies. This is not just about one chocolate. This is about how food labels are designed. Information is present. But not always in the way people actually consume the product. Most people are not unhealthy because they don’t care. The system makes unhealthy look smaller. A 220-calorie chocolate becomes a 98-calorie snack. A high-sugar product becomes a “small treat.” A serving size becomes a loophole. That’s not real transparency. Real transparency would be simple: Show calories per serve. But also show calories per pack. Especially when the pack is clearly meant to be consumed as one unit. In health, the question should not be just: “Did you disclose the information?” The real question should be : “Did the consumer understand what they were actually eating?” What's one product that shocked you when you flipped the pack and read the back? #anotherbansal

Gen Z turns beverages into snacks – and packaging into a brand weapon Functional beverages are no longer a niche. They are becoming part of daily routines - driven by a new generation of consumers who expect more from what they drink. A sharp and insight-driven new industry report—published by Food Dive and developed by studioID for SIG Group - outlines how Gen Z and Millennials are reshaping the beverage landscape: - Functionality is the new baseline : Younger consumers seek more than hydration. They expect beverages to support immunity, stress management, focus, beauty, and gut health—often within a single product. Ingredients like ashwagandha, collagen, vitamin A, and flax seed are moving from niche to mainstream. - Beverages become snacks : 47% of Gen Z and 34% of Millennials use nutrition drinks primarily between meals. The demand is for compact, functional formats that fit busy, flexible lifestyles - snackable, not traditional. - Packaging becomes strategy : Aseptic, shelf-stable packaging - as developed by SIG - enables longer shelf life without refrigeration, preserves ingredient integrity, reduces transport costs, and opens new retail channels including vending, travel, and e-commerce. This technology supports product launches with lower risk and greater flexibility. - Sustainability is expected : SIG’s packaging combines forest-based paperboard and renewable plant-based polymers, with some solutions eliminating aluminum entirely. This reduces carbon footprint, supports circularity, and appeals to environmentally conscious consumers. - Design drives conversion : Consumers are drawn to functional packaging that communicates convenience, quality, and sustainability. As the report shows, attention to design increases trust and shelf impact—particularly in saturated categories like creamers and protein drinks. The report features expert insights from Yasmin Siddiqi (SIG Group) and Paige Leyden (Mintel) and is recommended reading for professionals across the beverage, FMCG, and packaging sectors. Source: The Next Wave in Beverages – published by Food Dive, produced by studioID for SIG A comprehensive guide to where beverage innovation is headed next. #beverageindustry #fmcg #retailinnovation #functionalbeverages #consumertrends #healthylifestyle #genzconsumer #millennialmarketing #nutritiontrends #foodtech #sustainability #asepticpackaging #snackification #plantbased #sigpackaging #readytodrink #brandstrategy #productdesign #packagingdesign #sustainablepackaging #foodmarketing #consumerpackagedgoods #ecommercepackaging #fooddistribution #retailstrategy #marketinsights #innovationstrategy #globalretail #switzerland #europe #studioid #fooddive

Ever picked up a product just because it looked good? I have, and I’m not alone. 72% of consumers say packaging design directly influences their buying decision. In fact, 1 in 3 buy a product solely because it looks premium or different. Let me tell you a quick story I recently met a small brand doing ₹80L in ARR bootstrapped, a 4-member team, no marketing budget. But their packaging? Looked like a D2C unicorn. Bright colours. Bold font. QR code for the story. Minimal plastic. Insta-friendly. I asked the founder how much they spend on ads. He smiled and said, “Our packaging is the ad.” That line stuck with me. Because I’ve seen this happen again and again, especially in the MSME and early-stage world: A quirky design gets posted by a happy customer Someone shares an unboxing on Instagram Local retailers choose you over boring competition You look 10x bigger than you actually are All because of how you show up. Here’s why I believe smart packaging is an unfair advantage for small brands: 1. Built-in virality Unboxing = free UGC. Especially with Gen Z. No marketing team needed. Just good design. 2. You win the shelf war On retail shelves, your only chance is visual appeal. It’s the first and maybe the only impression. 3. Perceived value goes up Even if your product is priced higher, a premium design justifies the cost. 4. Brand recall improves Consumers remember what they saw, not what they heard. Visuals stick. 5. Trust signals Sustainable packaging, certifications, and QR-linked stories all build instant credibility. As an investor, I now actively look at packaging in pitches. Because if your product isn’t camera-ready in 2025, you’re already losing. You don’t need a ₹50L marketing budget. You need ₹5 packaging that people can’t ignore. If you’re a founder building a consumer brand Ask yourself: Is your packaging working for you or against you? Drop a ME if you’ve seen smart packaging turn into marketing. Would love to see examples! #ConsumerBrands #D2CIndia #MSMEIdeas #InvestorInsights #Branding101 #EarlyStageStartups #BootstrappedJourney 

I saw a Gin bottle on the Nykaa app last week. And it suddenly made me stop. I clicked on that SKU and found that it was mouthwash from Salt. Oral Care. The packaging looked so pretty that I considered buying it, even though it was for ₹506, almost 3x the price of my regular mouthwash. I didn’t know this brand, nor did I read any reviews. I just wanted to buy it because it looked pretty and aesthetic. It didn’t look like an oral care product. We like to think of ourselves as logical buyers. We compare prices, read reviews and evaluate utility. But sadly, most buying decisions don’t start in the head. They start in the eye. Before we process what the product is, we process how it makes us feel, and great packaging does exactly that. It also does three powerful things in under 3 seconds: - Pattern interrupt: A gin-bottle-shaped mouthwash in a sea of clinical-looking bottles. My brain had to pause - Perceived premium: If it looks premium, we assume the product is premium - Category disruption: It didn’t look like “oral care”. It looked like a lifestyle product. Something you’d want on your shelf, not hide in your cabinet Brands today spend lakhs on performance marketing to get clicks, but in reality, small underrated things like packaging is what converts the click into a desire. In the D2C world, especially, people don’t buy products, they buy how the product makes them feel about themselves. This mouthwash made me feel like I was buying something aesthetic, and I was ready to pay 3x for that feeling. So if you’re building a brand, launching a product, or wondering why people aren’t choosing you over competitors, ask yourself if your packaging makes someone stop scrolling. Sometimes before the copy is read or features and reviews are compared, your design has already decided your fate!

The way colors interact with each other can make or break your brand’s perception. Yet, it’s one of the most overlooked aspects of branding. Many brands fall into the trap of relying on broad, generalized meanings for colors, like red for passion or blue for trust. ↓↓↓ While these are helpful, they aren’t the FULL story. The real power lies in how colors interact with each other within a palette. For instance, vibrant red and green appeal to the holidays, but pair that same red with deeper, muted reds, and you get a luxurious vibe. Hot pink might feel fun or feminine on its own, but combine it with black, and it suddenly exudes confidence and bold energy. The interplay of hues can subtly shift how customers emotionally connect with your brand. But don’t overlook trends either! Take Pantone’s recent Color of the Year, Mocha Mousse. While it might initially seem bland, its ties to sustainability make it a valuable accent for eco-conscious brands. I used it strategically for a high-end chocolate brand, not as the main color, but as an accent. Combined with richer hues, it told a deeper story about sustainable production and high-quality craft, steering away from overused color palettes in the industry. 💡 What’s the key takeaway? Your brand is more than JUST a color. Color is one of the first forms of communication. And how those colors interact, tell a story, and connect emotionally with your audience. Look at how your hues interact across visuals, packaging, and marketing touchpoints. Subtle shifts in contrast or tone can make a big difference in how your audience connects emotionally. Always test your palette as a whole. One approach I love to use when designing brand identities comes from the principles of Joseph Albers, who studied how our brains perceive colors differently depending on their surroundings. For brands, testing how your colors interact with one another is vital. These combinations tell a story about your brand’s tone, energy, and message. Which colors are driving your brand today? Have you considered what story they are telling? #LIpostingdayJune

🍽️ Enhancing Food Product Appeal through Innovative Packaging 📦 Packaging serves as the gateway to consumer experiences with food products, influencing perceptions from the very first glance. In my latest presentation, I delved into the multifaceted role of packaging in the food industry, exploring how it elevates sensory appeal and consumer perception. 📋 **Packaging Types and Functions**: From primary packaging ensuring direct product safety to tertiary packaging facilitating bulk handling, each layer serves a distinct purpose. Protection, preservation, convenience, branding, and information dissemination are key functions that packaging fulfills. 🎨 **Packaging Design and Communication**: The visual appeal, branding consistency, structural uniqueness, clear labeling, and sustainability aspects of packaging design contribute significantly to consumer engagement and trust. 👃 **Packaging and Sensory Evaluation**: Packaging influences all sensory aspects of food perception, from visual cues to tactile sensations, and even the aroma released upon opening. It sets the stage for the gustatory experience, impacting taste perception and overall enjoyment. 📆 **Shelf Life and Food Quality**: Shelf life directly impacts consumer perceptions of freshness, safety, taste, texture, and nutritional value. Maintaining these qualities over time is crucial for sustaining consumer satisfaction and trust. �� **Shelf Life Analysis and Prediction**: Through rigorous data collection, mathematical modeling, quality assurance measures, and optimization techniques, we can accurately analyze and predict shelf life, ensuring consistent quality throughout a product's lifespan. 🌱 **Shelf Life Extension and Preservation**: Employing various preservation methods and packaging innovations such as modified atmosphere and active packaging, while balancing sustainability, allows us to extend shelf life without compromising on quality or environmental responsibility. In conclusion, innovative packaging holds the key to enhancing the sensory appeal and consumer perception of food products. By continuously investing in research and development, embracing consumer education, and staying attuned to evolving preferences and sustainability goals, food companies can meet and exceed consumer expectations while fostering trust and loyalty. Let's continue the conversation on how packaging innovation can shape the future of food experiences! 🌟 #Packaging #FoodIndustry #ConsumerExperience #Sustainability #Innovation