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TEQ Impressions

What can the President and a teen teach us about packaging design?

On Jun 16, 2015

What do the President of the United States, a typical teenager, Japanese astronaut Aki Hoshideand and possibly even you have in common? Selfies. That’s right, virtually everyone, of all ages and walks of life, seem to be swept up in this global phenomenon of self-expression. As a result, we must be ready to be photographed or be the photographer at any moment while also keeping our online personal brands intact. That means we must consider every detail, from the accessories we are wearing to the packaging of the “on-the-go” food and drink we may be holding, before snapping or posting a photo.

Which is why, according to the recent Packaging Digest article, 5 Critical Packaging Trends for 2015, food packaging designers must “understand the importance style plays with modern consumers, who increasingly have food and especially drinks in hand everywhere, all the time,” by connecting with the modern consumers’ self-image while still fulfilling functionality and sustainability requirements.

This is precisely the approach our designers took when they created a thermoformed lid with distortion printing for a Marvel Comics promotional item. We knew that the design not only had to be functional, but the image on the formed lid had to be crisp and clean, every time, without exception. So, we partnered with Southern Graphics Systems, a global supplier of prepress and graphics to leading companies in Consumer Packaged Goods, to create a graphically intense, full color image that would be consistent for each and every lid in this high-volume order. 

Of course, distortion thermoforming is just one way to achieve a package design that will not only reinforce a company’s brand, but also the personal brands of all those customers posing for photos to post online.

What about you? What are some of the best examples of “selfie-friendly” food and drink packaging design you have seen?

Todd McDonald

By Todd McDonald

Todd has over 20 years of industry experience. His diverse work background gives him unique business insight that drives creative and smart solutions.

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