How do you achieve a natural impression?

Published 1 November 2017
If you read our last two articles, you know that we did a study at Interpack on how packaging communicates the basic values that often appear in design and development briefings. So far, we have taken a look at the luxury and quality impressions. In this article, it is time for another – the natural impression.

So, how do we create packaging that gives the consumer that natural feel? The study shows that the most important thing to do to keep a natural feel is the choice of material. A strong board with a rough touch and matt finish does the job.

Another thing to focus on is the graphic design of the packaging. The best effect is achieved if the substrate itself is unprinted or printed only with a single colour while the artwork is on a sticker, label, sleeve or other additional element.

What not to choose? Plastic! Plastic does not in any way contribute to the natural feel and is therefore really bad for the natural impression. However, a well-made simulation of a natural paper surface with printed paper-look and soft surface can weaken the negative impact of plastic but only if it clearly improves the products’ freshness and is thereby found acceptable by the consumer.

Another thing. If it is possible, it is good to show the product through a window. This brings a more authentic and genuine feel to the packaging than any product photo. If using artwork, keep it simple with clear and easy information. Clutter does not add to that genuine, natural feel.

One more thing to avoid is over-packaging. Keep the packaging to a minimum if you want to achieve a natural feel.

Last but not least – be careful with what colours you choose. Bringing earthy colours to the packaging, such as not fully saturated brown or green, makes it happen. Avoid very shiny and bright colours.

Next up is the performance impression – we will keep you posted!

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