Packaging is no longer just functional—it’s becoming a central part of the consumer experience, merging design, interactivity, and storytelling to captivate shoppers.
Detail:
Consumers increasingly expect packaging designs that are engaging, innovative and share-worthy. Interactive elements like QR codes that unlock recipes or origin stories, heat-sensitive labels that change color, and limited-edition collectible designs are driving consumer curiosity. Brands like 19 Crimes (AR Storytelling) and 1800 Tequila (LTO packaging for LAFC and Knicks) highlight how packaging can foster personal connection and social media buzz. Additionally, tactile elements like embossing, soft-touch finishes, and transparent windows showcasing texture add a sensory layer to the experience.
Implications:
• For Brands: Invest in innovative packaging that tells a story or o ers an interactive element. Use limited-edition designs or seasonal variations to create excitement and drive urgency.
• For Retailers: Create “interactive aisles” or displays that highlight packaging with AR features or collectible designs, making shopping an immersive experience. Encourage social media engagement by showcasing the most Instagrammable packages in-store.
