Page 56 - Unlock Sensory Power

NOW IS THE TIME TO
INCREASE FOCUS ON OTHER
PACK ELEMENTS SUCH AS

STRUCTURE. WHAT CHANGES
PACKAGING: COULD BETTER SUPPORT

YOUR BRAND PROMISE?

Packaging is something we all have
an opinion on. If it’s really cool, it’s
BEYOND THE on Instagram. If it’s not, it’s in Room
101.

For brands, packaging is a top
the graphic opportunity as
priority. However, marketing One design agency nicely promotes
GRAPHIC graphic. This is not wasted energy. power, which is often informed by
‘soft power’. But as well as soft
energy tends to flow toward the
Beautiful graphics can unlock sales -
semioticians, we’d like to see more
ask those nice people at Haagen-Dazs, brands shoot for ‘sensory power’
who have created a more modern - where the combination of highly
iteration of premium that’s pushing articulate consumers and sensory
sales ahead in double digits. science informs the decisions.