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.

Description

south_east

Speaker

south_east

When & Where

calendar_today

Tue, 24.09.2024, 11:00 – 12:00

place

Hall 4 / Booth 4-209

Details

Format: Lecture

Language: German

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 BrandResearch AG

Packaging with a wow effect: desire for everyday benefits and enjoyment
Dr. Uwe Lebok, K&A BrandResearch

Key learnings: What makes packaging a game changer
Dr. Uwe Lebok, K&A BrandResearch AG