A Paper on Unwrapping - Packaging in the digital age

Author(s) : Gowri Pisolkar
ISSN : 0974 - 497
Year : February 2021 | Volume : 15 | Issue : 1/4

Abstract:
Consumers’ online behaviour and global expectations are creating new paradigms, which cannot be ignored. As the world gets more digital-savvy in purchasing, what is the role of packaging? This paper tries to elucidate some points through the use of secondary data. Waiting for the package to arrive with a lot of expectations encircles it with some kind of mystery as the product remains untouched by hand. That is why the first impression that the packing causes are so important. Omni-channel presence is influencing the approach to packaging. Even packaging has seen a shift from just displaying plain information to displaying QR codes, Facebook pages; twitter handles which provoke the consumers to get connected. The package design, choice of materials, processing, and life-cycle require more analysis and documentation today. Companies implementing these eco-friendly actions are reducing their carbon footprint, using more recycled materials, and reusing more package components. The packaging is now expected to connect with other branded content online to create a seamless consumer experience.


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