Article
•
WARC Best Practice, November 2020
A summary of new thinking and best practice on effective packaging, from the WARC Guide.
Opinion
•
Rob Hollands, October 2020
Rob Hollands, MD, SharpEnd outlines the opportunities and watchouts for brands looking to engage consumers through connected packaging.
Opinion
•
Jenny Stanley, October 2020
Have you ever noticed a QR code on the milk carton, wine bottle or yoghurt pot? If you scan it with your smart phone camera – it will take you to a connected experience where you will find product information, discount codes, competitions and interactive games or virtual reality experiences.
Opinion
•
Martin Lee, October 2020
Martin Lee, co-founder and managing director, Acacia Avenue says brands must remember that reading is also a behaviour governed by cognitive biases and mental short cuts (heuristics). Consumers subconsciously judge brand copy according to four principles and this reading influences their purchase decisions.
Opinion
•
Roger Horberry, October 2020
FMCG packaging represents prime marketing real estate, one of the most effective weapons in the marketing arsenal. It can literally make the difference between a consumer adding a particular item to their shopping basket or moving on to choose a competitor’s product. No other point in the real world purchase journey has such a stark stop/go aspect to it. In this article we’ll be looking specifically at packaging copy, and share techniques that will enable you create copy that reduces stop and increases go.
Article
•
Alex Baverstock and Ian Payne, WARC Exclusive, November 2020
Consumers’ considerations around, and experience of, disposing of a product at the end of its life can impact future purchase consideration.
Article
•
Jessica Trief, WARC Exclusive, November 2020
This article analyses the changing interaction between supply chains, sustainability and e-commerce as well as recommends how brands, their products, and packaging can adapt to a new world that has e-commerce and sustainability at its centre.
Article
•
Aoife McGuinness, WARC Exclusive, October, 2020
The human brain is wired to see structure, logic, and patterns: it helps us make sense of the world.
Opinion
•
Gianmauro Vella, October 2020
Gianmauro Vella, PepsiCo Head of Design APAC & AMESA, explains the design strategy behind the soft drinks company's limited-edition cans.
Article
•
Victoria Andersen, WARC Exclusive, November 2020
Innovative packaging can help businesses engage consumers with enhanced brand experiences through personalisation, interactive technology, such as QR codes, and 'unboxing' rituals.
Article
•
Rachel Forster, WARC Exclusive, November 2020
As channels continue to fragment and the path to purchase becomes more fluid, packaging design and key brand assets need to work harder than ever to influence purchasing decisions.
Article
•
Simon Gore, WARC Exclusive, November 2020
Packaging is a primary communication channel for brands – as the shopping balance shifts online, this communications role might change over time.
