Jamie Matusow, Editor-in-Chief12.10.19
The term “Innovative Packaging” has become increasingly more complex and subject to interpretation. No longer can a product be defined as innovative simply according to its look and function—or even its uniqueness or novelty in the marketplace. Today’s standout beauty products must evoke emotional connections through packaging innovation—and be immediately clear as to how they will be meaningful, practical and problem-solving.
It’s in large part a shift from the “disruptive” innovation mindset that has dominated the design industry for 15 years, to thinking about creating “solutions-based” innovation, according to David Luttenberger, global packaging director, Mintel.
The difference, explains Luttenberger, is consumers may find a package on shelf and understand that it is different. “But,” he cautions, “if they don’t understand why it is different, and more importantly, what that difference means to them personally, then it truly is a disruption—a disruption to their shopping experience, their use experience, and pos
It’s in large part a shift from the “disruptive” innovation mindset that has dominated the design industry for 15 years, to thinking about creating “solutions-based” innovation, according to David Luttenberger, global packaging director, Mintel.
The difference, explains Luttenberger, is consumers may find a package on shelf and understand that it is different. “But,” he cautions, “if they don’t understand why it is different, and more importantly, what that difference means to them personally, then it truly is a disruption—a disruption to their shopping experience, their use experience, and pos
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