AESTHETICS IN THE SERVICE OF SUSTAINABILITY
Contrary to the common saying, clothes do make the man, especially when it comes to product marketing. Packaging adds significant value to the product, conveys attention to detail, and contributes to customer loyalty, particularly during the boom in online sales and social media trends like unboxing. Major brands have long paid attention to packaging, an important communication tool. However, from a usability perspective, packaging is the least durable and therefore the least sustainable part, precisely because of its functional nature: it is designed as a protective shell against potential impacts. Therefore, reuse methods must be considered: think of packaging that could serve as a convenient catch-all or, why not, as a design object, placed on a desk or coffee table. In this context, ease of use and aesthetic appeal play a crucial role.
Focus on Convenience
From a functional standpoint, the more convenient the packaging is to use, the more likely the consumer is to keep it. This does not mean that simplicity of structure should be preferred: engineering expertise makes even the most ingenious design solutions easy to use.
Beauty in the Foreground
We are more likely to keep objects that we find visually and tactilely pleasing. Therefore, an attractive appearance of the packaging not only enhances the product inside but also contributes to giving the container a second life, independent of the original design. This is also true for packaging created for special occasions, such as Christmas or Easter gifts, or client giveaways.
Choice of Materials
It is important to ensure the tactile pleasure of the packaging by choosing the right material. There is still a myth that recycled materials are of inferior quality. The truth is that processing technologies now allow even recycled raw materials to be made luxurious without losing the quality of the original material.
