{"id":16584,"date":"2019-02-28T15:57:35","date_gmt":"2019-02-28T14:57:35","guid":{"rendered":"https:\/\/blog.uchceu.es\/publicidadyrrpp\/?p=16584"},"modified":"2020-05-29T13:07:10","modified_gmt":"2020-05-29T11:07:10","slug":"just-a-little-more-creativity-the-power-of-packaging","status":"publish","type":"post","link":"https:\/\/blog.uchceu.es\/publicidadyrrpp\/en\/just-a-little-more-creativity-the-power-of-packaging\/","title":{"rendered":"Just a little more creativity! The power of Packaging"},"content":{"rendered":"

Have you ever bought a product because the packaging made you smile, laugh, or amazed you?\u00a0Have you ever kept empty bottles, collected limited editions,\u00a0or taken a photograph of a product because of the very same reasons?\u00a0\u00a0<\/strong><\/p>\n

\"professor
Ilse Godts from Erasmus Hogeschool<\/a>, during her lecture at CEU Valencia<\/figcaption><\/figure>\n

This is the power of packaging and what Ilse\u00a0Godts\u00a0advocates: less banality, more creativity.\u00a0She came all the way from the\u00a0Erasmus University College Brussels <\/strong>in Belgium to share her vision of packaging for the International Days at CEU Valencia<\/strong>. On this occasion,\u00a0the Pathway students in Communication <\/strong>and Advertising\u00a0<\/strong>got the opportunity to exchange with her on Monday 25th<\/span>.\u00a0<\/span><\/p>\n

Realizing the potential of packaging<\/strong><\/p>\n

The lecture started with a remark: it is getting more and more difficult to get the attention<\/strong> of the consumer<\/strong> nowadays.\u00a0She\u00a0made the students realize that packaging was an easy way to do so: with different colours, design or tone, the product can stand out on the shelves.\u00a0“Why is packaging underused?”<\/strong> Ilse Godts wonders, “There is so much potential!”.<\/p>\n

Why is it then? Students learned that money or legal obligations did not have much weight<\/strong>. Indeed, most changes only require a little inspiration and often not much money. As for the legal aspect, the way of displaying the\u00a0information\u00a0doesn\u2019t\u00a0“have to be that boring”, according to the lecturer.\u00a0\u00a0<\/span><\/p>\n

“That’s my dream: to have more products using just a little bit more inspiration!”<\/span><\/strong><\/p><\/blockquote>\n

The main reason is rooted in the “Packaging Dilemma”: conforming or disrupting<\/strong>. Conforming is the easy choice: by abiding by the rules, you can\u2019t be misunderstood; but you won’t stand out. On the contrary, disrupting can be dangerous: the consumer may not identify the product as what it\u00a0actually is. Still, Ilse\u00a0Godst\u00a0said:\u00a0“That\u2019s my dream<\/strong>: to have more products just using a little bit more inspiration!”.<\/p>\n

\"students
International experts are always welcome to come to CEU Valencia!<\/figcaption><\/figure>\n

Make a change<\/strong><\/h3>\n

And she showed this to our students. With a series of photos of\u00a0traditional packages followed by their creative equivalents,\u00a0she made her point: it doesn\u2019t have to be banal<\/strong>. Then, she gave Pathway students 16 strategies<\/strong>\u00a0used to change a packaging for something different and more engaging:<\/p>\n

    \n
  1. Reinforce the claim\u00a0<\/span><\/li>\n
  2. Show you\u2019re ethical\u00a0<\/span><\/li>\n
  3. Make it simple\u00a0<\/span><\/li>\n
  4. Release the consumer from guilt\u00a0<\/span><\/li>\n
  5. Inspire the consumer\u00a0<\/span><\/li>\n
  6. Make something happen\/give use to the package in itself\u00a0<\/span><\/li>\n
  7. Use different ways to display the product on the shelves\u00a0<\/span><\/li>\n
  8. Link it (to events…)\u00a0<\/span><\/li>\n
  9. Facilitate what the consumer wants to do\u00a0<\/span><\/li>\n
  10. Seduce the consumer\u00a0<\/span><\/li>\n
  11. Make the consumer have fun\u00a0<\/span><\/li>\n
  12. Create something beautiful<\/li>\n
  13. Make the consumer smile\u00a0<\/span><\/li>\n
  14. Tell a story\u00a0<\/span><\/li>\n
  15. Let the consumer play\u00a0<\/span><\/li>\n
  16. Involve the consumer\u00a0<\/span><\/li>\n<\/ol>\n

    Finally, the lecture ended with a real case showing that a simple change in packaging can make a great difference for brands: create engagement, share brand values and raise sales. “It was amazing” Ivonne,<\/strong> Pathway student in Advertising\u00a0<\/strong>said about the lecture,\u00a0“I didn\u2019t know packaging could be so important for a brand to connect with the audience!”.<\/strong><\/p>\n

    \"Students
    A great session to kick off our International Days on Creativity<\/a><\/figcaption><\/figure>\n

    Our students <\/strong>were truly<\/strong>\u00a0inspired<\/strong> by the talk and learned a lot. As they are studying an international path, they had the chance to\u00a0share the cultural differences in Packaging<\/strong>. They left the classroom with a smile, and the head full of ideas to change how Packaging is made today…<\/p>\n

    Thank you for this lecture, Ilse Godts, it was very inspiring!<\/strong><\/p>\n","protected":false},"excerpt":{"rendered":"

    Have you ever bought a product because the packaging made you smile, laugh, or amazed you?\u00a0Have you ever kept empty bottles, collected limited editions,\u00a0or taken a photograph of a product because of the very same reasons?\u00a0\u00a0 This is the power of packaging and what Ilse\u00a0Godts\u00a0advocates: less banality, more creativity.\u00a0She came all the way from the\u00a0Erasmus […]<\/p>\n","protected":false},"author":4,"featured_media":16585,"comment_status":"open","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[606],"tags":[],"class_list":{"0":"post-16584","1":"post","2":"type-post","3":"status-publish","4":"format-standard","5":"has-post-thumbnail","7":"category-advertising-creativity"},"yoast_head":"\nJust a little more creativity! 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