Ten trends for packaging in 2017

Emotional, wonderful and highly interactive: these are the three words that best qualify trends in packaging for 2017. Laetitia Faure, founder of the Urban Sublime, a boutique of trend analysis based in France, has listed ten experiential aspects seen in the Luxe Pack in Monaco 2016.
1-new power
The consumer is becoming the leading actor with regard to packaging, that have key role in the process of revealing the beauty of the product. When opening a case of Kenzo, or the advent calendar from Jo Malone, it is possible to feel "magic happens". Without the participation of the consumer, the experience does not occur. Therefore, the packaging should stimulate more and more, this interaction between the customer and the product. The packaging is the natural environment for this.
2 – back to basics
In the beautiful bottle of cognac designed by Linea, the label is all made of wood. With this, it is an immediate reference to the process of manufacture of the beverage, aged in oak casks. Here the package reveals the story behind the product and gives life to the narrative. More amazing still is partially made of lava label developed by Routes, in an explicit reference to the region of the volcano Etna, where wine is produced. This gives the consumer a sense of security, by understanding where it comes from, and to have full knowledge of what you''re buying.
3-long term marks
The power of olfactory marketing no longer need be proved. It is necessary, however, to seek innovative ways to use this feature and create connections with the consumer. Today there are numerous experiences to be leveraged by the packaging, thanks to innovative materials in the luxury segment. The pottery used by Les Perfumables, for example, allows one to encapsulate her perfume, recovering the fragrance and its multiple nuances as if you were on the skin. The scent stays intact for up to six months. A very strong emotional feeling is unlocked for this packaging that appeals to senses such as touch, smell and sight. This is a perfect way to enhance the consumer experience.
4-Poetry
The packaging is a mirror of our society. She combines soft and hard feelings. But it is also a shelter, a beautiful parentheses that we can access at any time. The "Objets de Convoitise", Clarins, induces feelings of lightness. The manuscript design reflects a deep sense of humanity and liberty in a world all formatted. As well as the luxurious packaging of Rissman reflects a certain romanticism and sobriety with its matte paper.
5-the unusual force of attraction
The surprise has an important role in packaging. What is unusual has the power to attract the gaze of the consumer. Moschino (Dapy support) and Veuve Clicquot (with Virojanglor packing) managed to use this technique with a touch of freshness and good humor. The two luxury brands, known for their high quality standards, approached of the everyday imagery to delight the consumer and convey him intangible attributes. Moschino brought Fresh fragrance Couture to the world of household cleaners. Veuve Clicquot used arrows that indicate the location (East or West) of 29 important destinations in relation to Reims, where the drink is produced by strengthening with this source attributes.
6-personal messages
What is otherwise a message addressed to a specific audience? With technology enabling increasingly customized packaging, the message needs to follow the same path. Note the bottles to bartenders, with suggestion of special drinks recipes. The perception that a product was made especially for you creates an incredible consumer experience. In the case of the beverage in question, the handwriting manual and drawings enhance the character of customized and personalized message.
7-deep Immersion
After packaging, minimalist trend emerge initiatives add value to deeper immersion experiences of consumers in an emotional universe, such as the limited series of Rhum J.M. The package brings graphics which refer to the tradition of the historic Red distillery hidden in the middle of nature in Northern Martinique. With that, attributes that transcend the product itself, the packaging is so valued as its content.
8-Neoprazer
Known for his innovations in the world of cosmetics, the Albéa brought a charming new to improve the consumer experience. It is a spherical sponge that brings new sensations at the time of application. Soft, skin contact is different from the already known by the consumer. This package brings you a memorable experience in everyday life, and symbolizes well the search of suppliers for sensations that to explore the senses.
9-work of art
The exceptional use of materials can only result in exceptional experiences for the consumer. L '' Imprimerie du Marais showed an incredible job with papers, in book form – but which can quietly be embedded packaging. The book, which tells the story of the company, was developed in conjunction with the British agency Made Thought, and is a chef d''oeuvre is made of details. The result, who handles the play, is a total immersion in the life of the founder of the company, humane and sensitive. At the same time, the work is a masterly portfolio of paper usage.
10-the future being unpacked
Technology and emotions are definitely a great combination for containers in the next few years. If advances in NFC (Near Field Communication) and the augmented reality follow in the current (and promising) rhythm, their use tends to quickly become commonplace. It is necessary, however, that there is a longer period of maturation, so that these technologies become more accessible and intuitive for consumers. But the use of technology does not need to be restricted to the commonplace, when it comes to luxury. At Luxe Pack this year, Obérion has integrated an interactive screen box. Revealed when the package was opened, the device provides information and usage, as well as statements of aspirational videos. More important, the interactive screen allows the customer to company contact request, you receive private emails and also gives you access to a special service. Would be packing a new media?