While conventional baking mixes are on the decline, new offerings with alternative flours and improved packaging may help boost a category ripe for reinvention.
In 1690, English philosopher and physician John Locke wrote about a blind man who longed to understand hues he’d never seen. One day, the man announced that he recognized the color red, finally. “It’s like the sound of a trumpet!” he proclaimed. Some consider this to be the first recorded account of synesthesia, a neurological phenomenon in which a person experiences a sense other than the one that’s being stimulated—the piano note E-flat is lavender; circles taste bitter; confusion is orange.
David vs. Goliath- the emerging market of small bean-to-bar chocolate makers and how packaging plays an important role
Chocolate Class—May 2016
The competition in the chocolate industry isn’t as linear as it used to be with only the ‘big boys’: Cadbury, Nestle, Ferrero, Mars and Hershey, sharing territory and profits. This age has seen the introduction of a more diverse group of craft bean-to bar-chocolate makers. There is a niche in the market for this small group but first, they are tasked with prying away the ‘cradle to the grave’ brand loyalists from the big five. One apparent way that has evidenced itself in the way these competing David’s against the Goliath’s of the chocolate industry has shown itself, is through careful and innovative packaging. Bearing that in mind, this paper will look at various ways packaging influences consumerism and how it has made a former monopoly into a battle ground for the most creative minds.
Hart Design and Manufacturing—April 2016
Packaging is the most tangible representation of a product or brand for consumers and is therefore a primary selling tool for marketers, hence why it is important to spend time getting it right. According to research by marketing specialists, WebpageFX, consumers make a subconscious judgement about a product in less than 90 seconds of viewing it, and 62-90% of them base that assessment solely on color, which could be attributed to the fact that color registers much faster than text or complex graphics. What’s more, almost 85% of consumers say that color is the determining factor when purchasing a particular product.
FoodWorx: The Future of Food Conference—February 2016
Jenn talks at FoodWorx about how color affects us in relation to food, the role this plays subconsciously, the huge shift happening in the food industry, what consumers want going forward and how brands can use this information to leverage color strategically in their packaging.