PiNG! Connecting with Your Consumer - Flipbook - Page 84
PiNG!
CHAPTER 3
PiNG!
CHAPTER 3
Find Insight Across Alternate Channels
Mass brands can find valuable insight from
the packaging used in other retail channels.
Prestige Has
Huge Opportunities
at Mass
When we think of package design, we most often picture
the products sold at mass retailers. However, there is much
to learn about package design from other channels, especially specialty and department stores. Even though the
shopping environment is very different in these stores, with
an emphasis on individualized attention, there is much inspiration to be found from a packaging perspective. Prestige packaging uses high-end materials (like glass), quality
metallic finishes and rich, vibrant color palettes to create a
visually stimulating impression and to communicate higher
quality. It is important that mass brands not ignore these
channels simply because they don’t compete there. Other
retail channels can be a wonderful source of inspiration for
packaging ideas that truly stand out on shelf.
What inspiration can
you find in specialty
and prestige?
Clinique counter at Mitsukoshi department store in Japan.
84
85
