green is not a colour!
DESCRIPTION
A guide to charismatic & sustainable brand-building, through packaging design.TRANSCRIPT
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Green is not a colour
A guide to charismatic & sustainable brand-building.
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It’s an experience!
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“Everything we create is an experience.”
“All design is the process of evoking a meaning.”
- Nathan Shedroff
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“The way we make change is notby using money or power to lever
a system, it’s by leading andconnecting people and ideas.”
- Seth Godin
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- Simon Sinek
“People don’t buy what you do, they buy why you do it.”
Brands are designedexperiences that connect
people and ideas!
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Sustainable design demands long-term strategic thinking to solve both current and future
problems in advance.
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“Why does it matter?”The world is in a bad place.
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Packaging is the art, science and technology of preparing
goods for transport and sale at the minimum overall cost.
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prehistoric man
modern man
Leaves
Animal Skin GlassCellulose
Plastic
ClothPaperWood
Metal
How did packaging evolve?
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Technical terminology:
1 Primary packaging
2 Secondary packaging
3 Tertiary packaging
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Why do brands need packaging?
1 To protect the product
2 To ease the distribution process
3 To entice the consumer
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The number 1 rule!
1 To protect the product
It is better to avoid the damaging effects of product loss.
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2 To ease the distribution process
Unitise products with multiple parts
Ease the inventory management process
Streamline the checkout process
Facilitate product traceability
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3 To entice the consumer
Meet the needs of your target segment
Design for all three visual zones
1st and 2nd Moment of Truth (MOT)
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Your product and its packaging are inseparable!
Green is not an add on, it must be built into the product and brand experience.
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The four R’s of sustainable design
1 Reduce
2 Recover
3 Reuse
4 Recycle
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Raw Materials
Consumer
Printer
Converter
Filler/Packer
Distribution
Retail
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Puma: Clever Little Bag
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United Nations: Dream Ball Project
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Provenance: This Is Now