Branding News: Pack designs to play on emotion

Global design experts are predicting that products of the future will have 'sensory' packaging as brands target more discerning consumers.

Siobhan Fitzgerald of Fitch:London believes most consumers already have what they need from products and are looking for added emotional value from packaging.

Frederic Loeb, general manager of brand consultancy &Loeb Innovation, added that he expected other countries to follow Japan's lead, with innovations such as a choice of packaging for the same product and seasonally-led designs.

The predictions were made last week as part of Pack.Vision, a global study carried out ahead of the Global Packaging Exhibition in Paris in November.

The report also predicted that the ageing population would affect trends, with easy-open packs expected to be popular.

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