Packaging professionals debate the value of good design

The Big Packaging debate will focus on the question, ‘Does good design ever get considered as an asset and who buys design?’ The event will take place at Packaging Innovations London Keynote Theatre, October 4 2012, at the Business Design Centre.

Demand for design accountability has increased as brand owners seek confirmation of its effectiveness. Marketers aim to create new and interesting packaging to stand out on shelf, retain consumer loyalty and attract new consumers. Meanwhile, purchasing departments face the challenge of reducing costs – and want suppliers to decrease packaging in order to do so.

Tim Perry, managing partner, Webb deVlam, commented: ‘Businesses need to be astute when identifying what consumers actually want, and why. People today are more careful with their money than ever, but value is not necessarily synonymous with low-cost or low-quality. Sometimes people want a richer experience and are happy to pay for it.’

Kevin Vyse, director, IoPP UK, will chair the debate. He added: ‘You often hear design professionals familiarizing themselves with focus-groups to ascertain exactly what the shopper needs. This does help to create some accountability, but is this really enough? Packaging today has, in some instances, become cleverer than the product. For example, Smirnoff vodka designed its bottle to look like the skin of a fruit, Katy Perry’s latest album smelt of candy floss and a light bulb shaped bottle was recently used to reference the energy properties of a drink.’

Phil Huggett, own brand packaging manager, Wilkinson, said: ‘Good design is THE asset. The UK is regarded globally as the leader of innovation and creative design, a fact we often forget! Our increasingly savvy retail customers recognize and will pay for great design, even in times of economic recession and irrespective of their social economic status.’

‘Often design is utilized for short-term success – and that's OK. Who can blame our clients for going for some quick wins? They are under pressure to deliver results fast and with minimum spend. The trick is to simultaneously keep an eye on the bigger picture, ensuring that short-term initiatives are included in the long-term, higher-level strategic thinking,’ added Perry.

The Big Packaging Debate is a Question Time style session which brings together branding and packaging professionals to discuss the latest topics. The panel this year will include Tim Perry, managing partner at Webb deVlam, Angus Montgomery, editor at Design Week, Gordon Henman, packaging and technical manager at Marks & Spencer, Sue Berry, packaging development manager at Molton Brown, Phil Huggett, own brand packaging manager at Wilkinson and Kevin Vyse, director at IoPP.