Packaging Design Through Time
Retail packaging performs many functions, one of which is grabbing the attention of shoppers. Using a combination of colours, typography, keywords and illustrations, a packaging designer can help a brand and product gain shelf appeal. The aim is to tempt shoppers by appealing to their desires.
As times change, so do shoppers’ preferences. Back in the 1980s, when Aylesbury Box Company was founded, bold, bright patterns, neon colours and excessive layers of packaging could get shoppers filling their trolleys. The words ‘vegan’, gluten-free’, ‘sustainable’ and ‘eco-friendly’ would have generated minimal interest; they may have been viewed unfavourably.
A Record of Retail Packaging
Within the packaging industry, one man is known for his commitment to recording the changing face of retail packaging. Robert Opie started collecting cereal boxes, tins, sweet wrappers, bottles and more as a teenager in the 1960s. The pursuit of his hobby never dwindled and in 1975, he worked with the V&A Museum in London to curate an exhibition.
‘Pack Age: A Century of Wrapping’ showed the evolution of the packaging of popular household brands and Opie produced a book to accompany the show.
Noting the public’s interest in the exhibition and the nostalgia that linked people and packaging, Robert Opie set about opening a museum dedicated to packaging. This came to fruition in 1984, when he opened a Museum in Gloucester. Unfortunately, it had to close, but the majority of the collection (around 500,000 items) are now housed at the Museum of Brands in London.
Seeing the changing face of familiar products is fascinating. It also provides the most comprehensive history of packaging design in the UK. As a packaging designer, you can see the shift in styles and consumer priorities. As someone who grew up in the UK, there are likely to be labels, boxes and packets that take you straight back to your childhood.
This commitment to telling the story of brand design is why Robert Opie was awarded the UK Packaging Award for Outstanding Contribution to the Industry in 2009.
Collectable Packaging
Robert Opie isn’t the only person with an obsessive interest in packaging. Many toy collectors are as concerned about the quality of the boxes, as the toys they contain. The financial value of a toy, still in its original, as new, packaging is often considerably higher than a loose toy, even if it is in mint condition. (Having said this, the play value is greatly diminished when it comes to toys in pristine boxes!)
The reason why packaging is so desirable is in part because shows that the toy is authentic. The packaging style is also part of the story. The exclusivity of original versions, limited edition packaging or designs with a printing error are especially desirable. Their rarity is a magnet to collectors.
The Appeal of Packaging
As consumers, we make instant presumptions about products based on retail packaging. The style has to immediately tell us that this product matches our priorities and is a worthy purchase. Great packaging design can elevate the perception of the product’s value. Our loyalty to a familiar brand can be swayed by the enticing packaging of a rival.
Re-designing Product Packaging
If your business goals for 2022 include the rebranding of your retail packaging, get in touch on 01296 436888 or enquiries@abcbox.co.uk. Aylesbury Box Company is happy to work with your marketing team and graphic designer to develop impactful and sustainable solutions. We can’t promise to make your packaging design a future collectable, but we can ensure it has current shelf appeal.
