The WARC Guide to effective packaging

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Article

A summary of new thinking and best practice on effective packaging, from the WARC Guide.

Opinion

Rob Hollands, MD, SharpEnd outlines the opportunities and watchouts for brands looking to engage consumers through connected packaging.

Opinion

Have you ever noticed a QR code on the milk carton, wine bottle or yoghurt pot? If you scan it with your smart phone camera – it will take you to a connected experience where you will find product information, discount codes, competitions and interactive games or virtual reality experiences.

Opinion

Martin Lee, co-founder and managing director, Acacia Avenue says brands must remember that reading is also a behaviour governed by cognitive biases and mental short cuts (heuristics). Consumers subconsciously judge brand copy according to four principles and this reading influences their purchase decisions.

Opinion

FMCG packaging represents prime marketing real estate, one of the most effective weapons in the marketing arsenal. It can literally make the difference between a consumer adding a particular item to their shopping basket or moving on to choose a competitor’s product. No other point in the real world purchase journey has such a stark stop/go aspect to it. In this article we’ll be looking specifically at packaging copy, and share techniques that will enable you create copy that reduces stop and increases go.

Article

Consumers’ considerations around, and experience of, disposing of a product at the end of its life can impact future purchase consideration.

Article

This article analyses the changing interaction between supply chains, sustainability and e-commerce as well as recommends how brands, their products, and packaging can adapt to a new world that has e-commerce and sustainability at its centre.

Article

The human brain is wired to see structure, logic, and patterns: it helps us make sense of the world.

Opinion

Gianmauro Vella, PepsiCo Head of Design APAC & AMESA, explains the design strategy behind the soft drinks company's limited-edition cans.

Article

Innovative packaging can help businesses engage consumers with enhanced brand experiences through personalisation, interactive technology, such as QR codes, and 'unboxing' rituals.

Article

As channels continue to fragment and the path to purchase becomes more fluid, packaging design and key brand assets need to work harder than ever to influence purchasing decisions.

Article

Packaging is a primary communication channel for brands – as the shopping balance shifts online, this communications role might change over time.