05.20.14
The way your brand looks in a photo online will either resonate with online shoppers - or it won't. During the conference at Luxe Pack New York titled, “Packaging the Promise, Designing the Payoff Into the Packaging,” experts explained why design and ‘emotional branding’ are more important than ever in today’s e-commerce world.
Renowned package designer and member of Beauty Packaging’s board of advisors, Marc Rosen, recruited a panel of experts, which included: Jeanette Liang, executive director, global digital marketing, The Estee Lauder Companies, Aramis and Designer Fragrances division; Mary Manning, president, SilkRoute Strategists; Melissa Montfort, marketing director and creative trend forecaster, Givaudan Fragrances; and Karen Young, CEO, The Young Group.
It all comes down to this, as Rosen said: “Whether shoppers are standing in a store aisle or sitting in front of a computer screen, a brand has the same four seconds to make an impression – and it had better be a good one.”
Renowned package designer and member of Beauty Packaging’s board of advisors, Marc Rosen, recruited a panel of experts, which included: Jeanette Liang, executive director, global digital marketing, The Estee Lauder Companies, Aramis and Designer Fragrances division; Mary Manning, president, SilkRoute Strategists; Melissa Montfort, marketing director and creative trend forecaster, Givaudan Fragrances; and Karen Young, CEO, The Young Group.
It all comes down to this, as Rosen said: “Whether shoppers are standing in a store aisle or sitting in front of a computer screen, a brand has the same four seconds to make an impression – and it had better be a good one.”