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In the study “Sustainability in packaging: Inside the minds of US consumers” the role that brands play when betting on the design of their packaging is noted.
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nespresso It is together with brands like Dolce Gusto, leaders in the encapsulated coffee segment.
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The design has been evaluated in the market with very clear objectives in this segment, as a branding of value.
A sample of good design He gave nespresso with the release of capsules that confused a consumer who tried to ingest them thinking they were chocolates.
Design is fundamental in the communication of a brand with consumers, through elements that manage to make a brand attractive.
Undoubtedly, there are challenges to meet in marketing, which help to understand the value of consumption in the market, especially at a time when it becomes essential to understand the capacity that a product achieves when it comes to making it, with design, identify itself before the consumer.
If we look at the estimates of the study “Sustainability in packaging: Inside the minds of US consumers”, this shows at least seven design elements that consumers value most. When it comes to packaging food safety, India is the country that pays the most attention to this element. Regarding the duration of the packaging, Brazil is the country that pays the most attention to this aspect; India also stands out for being the most interested in ease of use, while due to its environmental impact, Japan is the country that is least interested in this element of packaging.
A good capsule design
Good design is capable of creating more than 18 million views, as revealed by the video posted to TikTok by Jackie Ganskywho took a capsule of nespresso to ingest it thinking it was chocolate.
The confusion was due to the design of the popular capsules that looked similar to candied chocolates, because they were special editions.
@jackieganskyGourmet samples at the mall♬ original sound – Jackie Gansky
After the error, the brand resolved the incident by giving the consumer a real chocolate, who has been the subject of all kinds of comments, such as those who were surprised that despite finding out that they were not chocolates, she bit the capsule again, others applauded the reaction of the employees, who asked him to discard the capsule.
Like this story, we have learned of a series of actions that become important work guidelines, from which it is interesting to build messages.
Given this background, it is valuable to build messages that manage to be transcendent in consumption, such as products that can be easily identifiable to the consumer, at a time when he is asking for a more prominent role for design.
Like the confusion with a chocolate, the design has given very important signs of where the market is heading and there is a very interesting resource such as the migration of a large number of NFTswhich seek to consolidate themselves in the market and make value strategies thinking about the interest that the consumer has, as we saw in the aforementioned study, to certain elements that they value.
