Timeless Packaging

We talk of arts, crafts and music which are timeless , hold relevance for generations to come and continue to be on many a wish list. Packaging falls very much in the same league. There are Brands , which have not changed their packaging for years or have changed very minimally but continue to be of value to the society.

One must try to understand as to what are the features in such packaging that make it Timeless, what do the consumers perceive in it and continue to stay with it.

Very often it is the shape and the tactile feel that the Pack offers, perhaps the consumers find it easy to hold, carry , store and dispense. The question to ask is that what kind of creative inputs would have led to the development of such a shape which consumers do not want to change or give up. On the other hand there are certain Font styles and mnemonics which continue to be on Packaging labels , consumers continue to emotionally link with it and derive the advantages associated with it. There are certain colours and graphics which have not only got associated with certain brands, but have almost become generic for certain product categories.

It is always a huge challenge to create a packaging which can work for a brand across segments and across generations. The fact is there some extremely creative and knowledgeable Packaging developers out there who at some point of time worked upon and developed a packaging which turned out into a piece of art to value and to cherish.

It is definitely a very acute sense of consumer understanding and creative ability that perhaps leads to the coming in of such timeless packaging. However one feature that is evident in all such cases is the simplicity and the power of minimalism. A lot is said through a simplistic rendition and perhaps this is the key to making your packaging a timeless one.