August 30, 2007
A recent article in the New York Times focused on how product packaging trends have changed over the last 10-20 years. The trend, as late as the 90's was that companies would retain a packaging design for 7+ years. Today, the trend is less than 2 years. (To the left, Kleenex is now available in oval shaped boxes.)
The article lists many reasons why a company might shift packaging more often today.
- Shorter attention spans of the buying population
- The movement from container to a 3-D on-shelf ad for the product
- Harder to expose audiences to mass media messaging, so have to grab them at the venue
- Turning the mundane (tissue boxes, cleaning bottles) into decor
- Trying to reduce package size/cost
- Functionality (Coors label turns blue when it is just the right temperature)
So what do you think? Are they messing with their brand? Is this sort of revolving door packaging a good thing? Does it matter what the product is?
In the pink or just ick?More