Packaging takes flight – an introduction

Under, more often than not, bright lights, the wall-to-wall (and in many instances floor-to-ceiling) displays groan under the weight of products and packaging eager to grab the attention of passing travelers either embarking on a journey or returning home. In both instances, gifting presents a huge sales opportunity for brands in this environment, with children, spouses and loved ones of all ages potential suitors for sweets and confectionery, beverages, cosmetics, tobacco products, toys and games, and more. Or perhaps it’s an indulgent treat for oneself, especially if you’re able to capitalize on the discounted price by buying in a retail outlet exempt from paying certain local or national taxes and duties.

The role of packaging and labels to protect and promote products is well documented, but in the environment of a crowded airport retail outlet it becomes even plainer (pun intended) to see just how important this is, either by ensuring brand loyalty, attracting new customers, or capitalizing on the desire of tourists and foreign visitors to take home a specialty product from their visit or a memento of a location offering a visual stimulation of their trip.

This series of opinion pieces will focus on the duty-free retail outlets I encounter at airports as my travels allow, and is not intended as an exhaustive investigation into the world of duty-free shopping at airports, but more as a showcase of those pieces of packaging that catch my eye as a passenger passing through these transport hubs, and any particuarly unusual examples I come across.

I will also not focus too heavily on one format or packaging type or another, rather embrace the all-encompassing world of packaging on show at airports, primarily in Europe, but also around the world. Labels, flexibles and cartons are all up for grabs. I might even through in the odd curve ball, with metal decoration and direct printing liable to be seen. The question is, however, do they do enough to capture my imagination as a consumer?

A final caveat is that the inclusion of one piece of packaging or another is not an endorsement of any particular product, rather my acknowledgement that its packaging/label stood out from the crowd, which regular travelers will hopefully acknowledge is quite a feat given the variety and volume on show and demanding attention.

If you see any standout labels and packaging at an airport you pass through, do grab a photo and email it to me at [email protected], and I’ll happily include it in a future update. You can also follow me on Twitter at @D_Pittman84, where I’ll be posting some of the examples I collect directly from the airports I pass through.