Consumer Panel: Packaging to amaze and repurchase – what triggers a wow in packaging
Attractive packaging draws attention and triggers wow-effects. Successful brands communicate emotionally through design and context.
Topic
Transition in Packaging: trends
When & Where
Details
Format:
Lecture
Language:
German
Session description
Attractiveness attracts attention and desire, not only in people but also in packaging and brands.
Design can enhance the wow-effect or be distracting.
Gen Z responds strongly to wow-effects, despite being vocal critics of packaging waste.
Brands that use packaging to evoke an emotional wow and communicate clearly will achieve the greatest market success in the future, as shown by examples.
Packaging to surprise - seduce - amaze, wow!
Dr. Uwe Lebok, K&A BrandResearch AG
The appeal of packaging and the limits of design
Axel Bayer, K&A BrandResearch AG
Packaging criticism of Gen Z: Say This - Do That!
Nina Dörrbaum, K&A BrandRese ...
Organized by
Speaker
Dr. Uwe Lebok
Context Thinker & CMO
Nina Dörrbaum
Brand Consultant
Axel Bayer
BrandPsychologist
Moderator
Matthias Mahr