Messenger Package - Integrating technology, design and marketing for future package communication final report

Elina Rusko*, Jali Heilmann, Panu Lahtinen, Marja Pitkänen, Sanna Heiniö, Toni Matti Karjalainen, Virpi Korhonen

*Corresponding author for this work

Research output: Chapter in Book/Report/Conference proceedingChapterScientificpeer-review

1 Citation (Scopus)

Abstract

The Messenger Package research project aimed to intensify the functioning of packaging as a messenger and to provide solutions and guidelines for more efficient and intensive package communication. The project considered package communication from multiple angles, focusing on integration technology, marketing and design know-how. Due to the multidimensional character of packages and package communication, cooperation between different fields plays an increasingly important role in the development of packaging as a messenger to better serve the needs of both consumers and companies. The different research topics in the project supported and complemented each other by bringing together the different aspects of package communication: consumers' views on packaging, a design perspective on packaging and the technological aspects required for more efficient package communication. According to the project results the current consumer attitudes towards food packaging are more positive than a decade ago. The findings also show that a growing number of consumers value packages that are ecological, yet prestigious in design; the ecodesign segment expanded from 21% to 33% over the studied time period. The project also concluded that customized packaging designs offer plenty of ways to add value to packaging. By using very flexible digital production, lastminute changes can be made to add relevant, up-to-date and highly focused information on packages, e.g. for different consumer segments. This is a great opportunity while keeping in mind that package communication is more and more responsible for making a product desirable to consumers and selling the product. The principal goal of a package as a messenger is to support the product: draw attention to the product, make the product desirable, inform about the product and build a brand relationship. Packaging communication is not only text and images on packages; it refers to all the messages packaging sends to consumers. These messages are the result of combinations of different packaging elements and factors influencing the communication. All the factors need to be considered in order to achieve a holistic understanding of package communication and successfully fulfil the goals of package communication. Package design is also a crucial element in strategic branding. It can enhance the desired brand image and build the brand to meet current consumer preferences. Packaging provides a versatile means for brand owners, buyers and users alike to communicate what is meaningful for them. The project clearly evidenced that good package design is a result of the skilful and effective combination of market, design and technology knowledge and expertise. The rapid changes in technology, information and the economy call for new competences such as skills in critical thinking, problem solving, decision making and teamwork at the intersections of different disciplines.

Original languageEnglish
Title of host publicationMessenger Package - Integrating Technology, Design and Marketing for Future Package Communication. Final Report
Pages1-90
Number of pages90
Edition2586
Publication statusPublished - 2011
MoE publication typeA3 Part of a book or another research book

Publication series

NameVTT Tiedotteita - Valtion Teknillinen Tutkimuskeskus
Number2586
ISSN (Print)1235-0605
ISSN (Electronic)1455-0865

Keywords

  • Brand expression
  • Consumer value
  • Customize
  • Digital printing
  • Inkjet
  • Packaging communication
  • Packaging design
  • Packaging development
  • Strategic design

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