End consumer packaging perceptions

tapigroup 22 October 2020 0

In this article we’ll find out which packaging elements can have a positive influence on the perception of packaging

The packaging design world has changed frequently and radically since the 1960s, because various producers have continued to manoeuvre themselves into a defined position, with genuine brand recognition and loyalty from their customer base. So, in this context, it has become essential to understand how end consumers perceive and respond to trends, changes and developments in the sector.

Packaging perception

Packaging – and everything that conveys perception level – plays a critical role in consumer models. When perceptions do not align with expectations, disappointment and dissatisfaction take control. And they can have an immediate and negative impact on the positioning and sales of a product, as well as long-term damage related to a particular brand’s trustworthiness.

This means that perceived value is very important in packaging design, communicated by the combination of emotive and intangible elements.  In the branding and packaging sector, these fundamental factors provide customers with new ways to approach and consume products as well as developing loyalty in terms of values and emotional response.

Let’s look more closely at some of the elements to focus on during the creation of packaging solutions and how they are linked to brand perception and the product itself.

Brand positioning

Packaging helps to develop brand loyalty in consumers. The creation of product lines with unique packaging elements allows customers to recognise the brand regardless of sales channel. Differentiation has evolved into a fundamental principle in the modern era. 

When making a purchase, the customer will pay a great deal of attention to the quality, design, creativity, colours and materials. When these various parts are used to good effect within packaging development and are consistent over time, the product will become immediately recognisable, creating a sense of appeal in the mind of the consumer. This gives the brand a competitive advantage.

Packaging design and quality

Quality is an interesting discussion area and is an essential concept when it comes to packaging design. This element must be on a par with the goods provided so it can spotlight the product’s features in the eyes of the end consumer.

In the premium and super-premium spirits sector, packaging nearly always reflects the product it contains. Each element must be designed in the utmost detail to ensure the final result is appealing to the consumer, mirrors the brand’s values and fulfils the storytelling aspects that leverage emotional responses – all without forgetting quality.

Perceived value

Now, let’s return to the topic of perceived value. There are a number of ways a brand can align itself to improve or develop its position in the market. This is where rebranding comes in. It will have an effect not only on products but also on values such as the company’s vision and mission, which are essential in attracting new types of target market and where packaging plays a fundamental role

Another good example of this the limited edition product, which has a high conversion rate as it leverages the sense of urgency and rarity in the end consumer. In this situation, the message conveyed is that if you don’t act now, you’ll miss the opportunity to buy a unique product – and have access to something that most other people do not.

Perceived value can also be influenced by the characteristics and overall appeal of the packaging. Well-designed packaging can stimulate sales and generate positive buzz.

The beverage world is a perfect example of this. Let’s take OryGin, an amber-coloured gin distilled in France which has gold as its predominant feature. Sophisticated packaging was selected for this product to highlight the values it draws inspiration from. A simple bottle, but with a sought-after look, has been sealed with a TapìT-Wood closure personalised with the Color Filling technique. A luxurious product whose packaging is used as a marketing lever to reaffirm the highest level of value perception for the end consumer.

And finally

Your packaging design needs to be flawless. With this in mind, we recommend that you put your trust in an expert adviser who understands both consumer psychology as well as the production process and customer needs. Over the years, we have become specialists in designing closures that enhance and complement product packaging, by creating a range of products and personalised designs tailored to our customers’ needs.

Get in touch to find out what we can do for you

Closures for wine – how to choose the right one and trends to note

tapigroup 14 October 2020 0

Selecting the right seal for your wine is really important, as it needs to preserve the product inside the bottle

In the world of wine, not only is it important to assess the product itself, but also how it is to be sealed and packaged. Today, an array of wine closures is available, giving you a choice that’s much broader than in the past, both in terms of aesthetic appeal and materials used.

The host of options on the market poses a number of challenges for wine producers and the selection process cannot ignore considerations such as overall advantages, current trends, cost effectiveness and obviously, the type of product to be sealed.

Take a step back

Wine is a drink with ancient origins that date back as far as prehistoric times. It’s so old that wine’s history fuses perfectly with that of humanity. Between legend, religion and history, this particular world has always been characterised by a wide variety of aromatic nuances, derived from different types of vine, areas of cultivation and climate, all tempered by each other.

So far, it has proved almost impossible to find two identical products, and for this reason the preservation of each one’s distinctiveness has become critical.

Tapì’s range of closures for the wine sector offers high-tech, cutting edge solutions that ensure excellent performance with reliability and effectiveness in preserving and protecting the sensory properties of complex products like those in high-quality wine.

Find out more about wine closures from the Tapì brand.

What do wine producers currently use to seal their bottles?

Every wine company approaches the selection of the correct closure in their own unique way, by considering the cost-benefit relationship, overall advantages and latest trends. Some maintain their preference for cork closures, amongst the most popular in the past, and others opt for micro-agglomerate closures in synthetic or alternative types of material developed over the years.

With our many years of experience in the closure sector of the wine market, we support our customers in making the best choice on an aesthetic and a performance level, while keeping a close eye on contemporary and keenly felt views of end consumers, such as environmental impact.

Closures for still wines

Traditional closures for still wines can take the form of a simple cylindrical or T shape.

As these products have a larger diameter than the neck of the bottle, they are compressed during the capping process for easy insertion.                                                                                                                                                                                                                                                                                                                                                                                                                                    

Their subsequent expansion ensures the closure’s hermetic seal, completely fulfilling its purpose – avoiding the evaporation and oxidisation of the wine.

Sealing sparkling wines

Mechanisms for capping sparkling wines must be able to ensure an effective barrier against the high internal pressure as well as being a hermetic seal. 

To achieve this outcome, the cap needs to have specific characteristics such as elasticity, so it can provide optimum hold at the bottom of the closure. This then prevents any carbon dioxide escape which can spoil the distinctiveness and flavour of the product.

Wine closures – trends to be reckoned with

Trends in the closures market evolve over time, but it’s useful to know what the emerging tendencies are and understand how the sector is changing.

Certainly, one to take into consideration is sustainability – an increasingly common theme with producers, businesses and end consumers. 

Devin, the new closure for the wine market

Over recent years, our attention has turned towards the environment and the actions that individuals and companies can take to lessen our impact to the minimum. Devin was created out of this ideal – an innovative closure, made by us at Tapì. The closure’s designed to have a reduced carbon footprint for the wine market.

To manufacture Devin, we exclusively use plant-based polymers blended with grape pomace generated in the wine-making process, which otherwise would go to landfill. A closure with a green soul but equally effective, offering a mechanical performance and an oxygen barrier that make it a safe, advanced seal, designed for all wine qualities – including biodynamic and SO2-free.

Mekano, design and innovation

Another trend in the wine world is the use of closures outside the traditional design, creating striking packaging, without losing any technical or mechanical performance.

Mekano is well positioned within this context. It’s a closure with a typically Made in Italy design that can be used successfully in the wine market.

High technical performance makes it the perfect closure for companies operating in the wine sector that require maximum safety from a seal with an effective gas barrier. A remarkable and versatile product with infinite customisation potential, Mekano is ideal for any brand looking to stand out within its own market niche.

Mekano is a reusable closure. Usually, once a bottle of wine is opened, the closure has to be replaced by another kind of cap to keep it fresh. Whereas, with Mekano, you can reseal the bottle after every use. When the product has been consumed, the bottle can be reused, by refilling it with any type of liquid, storing it in perfect condition.

A final note

The recommendations made here are suggestions based on our experience. However, we do advise an assessment is carried out of all the elements and factors involved – bottle, product type, fill level and the packaging as a whole.

Contact us to arrange a consultation with one of our area managers.