Joe Schurtz, executive vice president, PRS
No. Pack designs overly dedicated to the home, place the brand at considerable risk – unseen is unsold. Allocating resources to create in-home package 'likes' may undervalue the larger role of the package as a sales tool. The path to purchase is a sequential experience that begins at retail: attention, message delivery and purchase selection. Many home features simply enhance the usage experience but are not sufficiently compelling to warrant incremental time and resources at the expense of its in-store responsibilities.
Martin Dallas, commercial director, Essentra Packaging
Yes. Our own Packaging Resolved survey shows that functionality in the home is a major part of what consumers consider to be good packaging. At the same time brand owners need multi-functionality where elements of the pack carry out more than one role. For example, a tear tape or label for easy opening can also be a means of communication; a resealable pack can combine user-convenience with product protection. Packaging can resolve many typical consumer frustrations as well as delivering added value.
Chris Peach, head of packaging and design, Marketing Sciences
Not necessarily, no.? It's all a question of balance. If a pack doesn't communicate effectively in-store then it will never make it off the shelf and into the home. However, if a pack isn't functional people simply won't use the product or buy it again. Designers need to develop packaging that ticks both boxes. Making functional changes to your pack doubles the likelihood of improving purchase interest among consumers – so in-home improvements actually reinforce sales in-store.
Nick Verebelyi, client services director, R Design
Yes. Useability is as important to the brand experience as standout and recognition, although neither should be at the expense of the other. Cereal packs that rip to shreds during opening or toothbrush blister packs that harm either brush or person do not endear themselves to the weary and frustrated consumer. 'Pack rage' may not incite instant rejection but negative experiences erode our love for the culprits so that if something better does come along like a competitor on promotion or a more eye-catching design, we may be tempted.
