Online Sales Will Kill Packaging Design – Or Will It?
‘Online sales will kill packaging design’ is the hot topic being discussed by major names such as Innocent Drinks and Marks & Spencer at the BIG Packaging Debate, at Packaging Innovations London on 1 October 2013.
As Internet shopping becomes set to change the way consumers shop for a long time to come, the debate tackles how packaging design is going to have to adapt to meet the consumers’ and retailers’ needs. It will question if packaging design as we know it is dead, and what role packaging designers will need to take on in the future. With a panel of packaging experts debating and answering questions from the audience, each side of the subject will be represented and discussed as they thrash out the controversial topic.
Always a popular show feature, this year’s panel includes: Clover Abbott, Packaging Technologist at Innocent Drinks; Simon Oxley, Packaging Technologist – Food at Marks & Spencer; Andrew Revel, Commercial Manager at Faraday Centre for Retail Excellence; Pat Starke, Creative Director at Design Activity; and chairing the debate will be Kevin Vyse, Managing Director at The Institute of Packaging Professionals UK (IoPP).
Kevin Vyse comments: “Undoubtedly, the growth of online sales will impact on an essential need for packaging and, as always, the industry will evolve to effectively support the branding initiatives that have worked so well on the retail shelf.”
“Online sales will continue to enhance packaging design,” remarks Clover Abbott, “particularly in the areas of packaging being fit for purpose, reducing product damage, and delighting / surprising customers.
“Just because the packaging won’t sit on a shelf selling itself, it still has a job to do and a real opportunity to engage the consumer (uniquely – in their own home, tied in to the delight of receiving a delivery), so I see no threat from online sales to packaging design. In fact, I see it as an opportunity for packaging designers to step up and create something wonderful, which complements any online activity being used to sell it,” concludes Clover Abbott.
Kevin Vyse continues: “There may well be a twofold development. Firstly, the visual element of packaging being exploited as consumers go to the stores less frequently and stores creating more theatre and purpose, refreshing their lines more often, to keep the visual impact high. Online, the importance of packaging functionality will become more of the focus with the need to protect the product during the delivery process.”
Alison Church, Packaging Innovations’ Event Director, who looks forward to hearing the different viewpoints, remarks: “It’s vital that packaging design adapts to embrace the growing trend of more and more retail being online. It’s simply not enough to replicate your strategy for in-store, as packaging’s role is so different in the online environment. Does this mean packaging design is dead? I’m sure it doesn’t, but it will be interesting to hear the different viewpoints of the panel and the audience; I anticipate this being quite a contentious and lively debate!”
Packaging Innovations London takes place on 1 & 2 October at the Business Design Centre, Islington, London. The BIG Packaging Debate will take place on the first day (1 October), starting at 3.30pm. If you are interested in visiting the show and joining in this live debate, then register for your FREE fast-track entry badge at www.easyFairs.com/PI-London.
A Networking Drinks Party, for all those visiting the show, will be held after the BIG Packaging Debate, at 4.30pm where you will be able to meet the panel and the rest of the speakers and exhibitors at the show.
