NEWS & VIEWS

5 Design Insights For Freshness in Food Packaging

Discovering how consumers think about freshness in packaged foods can unlock opportunities to innovate and grow. 

Consumers continue to shift towards “fresher, cleaner, healthier” foods away from the processed foods of past generations. The challenge is how to communicate "freshness" at the shelf when there are just a few seconds to get noticed and make an impact.

It’s no easy task; dialing into “freshness” is about a matrix of attributes such as the quality and integrity of the food, the food purity, how the food has been "processed", its provenance, time, the way the food has been put together, where in the store you find it, and the story being told about the food. Consumers rarely gauge these attributes the same way, it can be very segmented. The solution to unlocking freshness may lie in understanding how hard your package needs to work to communicate these attributes in a  believable, understandable, and real way.  I believe there are five core package design factors worth considering as you try to unlock freshness and develop new opportunities to innovate and grow.

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