The power of beauty in packaging design

Design's aesthetic quality increases value for products and brands, making them more desirable.

Guillermo Dufranc Buenos Aires
Followers:
400
Comments:
0
Votes:
3
Compartir:

In packaging design, we always talk about communicating the promise of the product contained in the package; we talk about telling a story, connecting with interests, expectations and needs of consumers. One of those needs to satisfy is to consume visually appealing products.

Clearly, it isnʼt enough with a «nice» design, it must tell a pertinent, relevant story to its target. But it is clear that such story has to be told in a aesthetically attractive manner.

Possessions and power

A living example of the power of beauty are royalty palaces, with their grandiose carpet, tapestry, molding, painting, sculpture and other forms of decoration. In the historical-cultural context they were built, the urge of communicating to the rest of the people the power and superiority of the kings through such accumulation of overwhelming beauty appeared.

In few words, we can say that «possessing beauty» is synonymous of power. Eventually, that was the role which so many artists took when exercising as visual communicators while providing their services to the nobility, who requested to be portrayed in solemn postures, in order to satisfy their egocentrism and to exhibit their wealth as credentials of power.

Beauty transforms

Throughout the history of art, one can see how functional objects were decorated with the single purpose of making them more beautiful. In this way, the object was transformed, getting to an extreme where aesthetic value far surpassed the objectʼs practical function.

I remember I was impressed by some clocks in the Royal Palace of Madrid, where its soaring decorative value allowed to clearly observe that the primary need of marking hours and minutes was no longer the most important. The circumference where the clock hands is occupies a minor surface of the objectʼs wholeness. It is practically a furniture filled with ornamental resources whose beauty transformed it in something more than a witness of the passage of time.

Bracket desktop clock John Ellicott, circa 1757. Royal Palace of Madrid, National Patrimony.

Purchasing beauty

If we regard this cultural heritage, bring it to nowadays and up to the supermarket, when we pick a product because we like its design, we can establish the idea of possessing beautiful things not only as an attractive one, but also as gratifying to the buyer.

Beauty sells, attracts, pushes buying and when we are talking about everyday objects that «decorate» our day-to-day, the choice is performed more often.

The most beautiful a packaging is, the greater odds it has of being owned by someone. It doesnʼt necessarily has to be something luxurious or expensive to make us feel attracted. Suffice it to match our notion of aesthetic beauty.

It also happens that when the consumer, loyal to a brand, discovers that his favorite product changed its design, making it more beautiful, it feels gratified for having the object as usual but with a more appealing aspect. Ultimately, surrounding ourselves of beautiful things makes us feel good.

Translated by Joel Alejandro Villarreal Bertoldi Córdoba
Followers:
400
Comments:
0
Votes:
3
Compartir:

0 Comments

Comment

This article does not express the opinion of the editors and managers of FOROALFA, who assume no responsibility for its authorship and nature. To republish, except as specifically indicated, please request permission to author. Given the gratuity of this site and the hyper textual condition of the Web, we will be grateful if you avoid reproducing this article on other websites. Published on 26/02/2015.

Guillermo Dufranc

More articles by Guillermo Dufranc in English

Title:

Zero Waste Packaging: Possible or Not?

Synopsis:

Although to eradicate packaging waste may sound impossible to achieve, sustainability is a path to take and make improvements over time to reduce environmental impact.

Share:
Title:

The Rise of Craft Beer

Synopsis:

Craft beers are opting for innovative designs, focusing more on communicating their quality and craftsmanship than denote European tradition.

Share:
Title:

Minimalist Packaging

Synopsis:

Minimalism requires to decide on what is really necessary from what is not.

Share:
Title:

Healthy Food has Changed Packaging Design

Synopsis:

Since nutritional information became important and popular concern about it grew dramatically, many food brands have foreseen this as an opportunity to build their identity.

Share:

You may be interested

Sebastian Guerrini
Idioma:
ES
Author:

Sebastian Guerrini

Title:

El poder de la comunicación

Translations:
Share:
Interactions:
Votes:
19
Comments:
4
Followers:
141
Nelson Meléndez
Idioma:
ES
Author:

Nelson Meléndez

Title:

Todo es diseño

Share:
Interactions:
Votes:
45
Comments:
31
Followers:
3
César Leal
Idioma:
ES
Author:

César Leal

Title:

El oficio del impostor

Share:
Interactions:
Votes:
15
Comments:
2
Followers:
64
Román Perona
Idioma:
ES
Author:

Román Perona

Title:

La «creactivación» del diseño

Share:
Interactions:
Votes:
53
Comments:
31
Followers:
5
Miguel Angel Gonzalez R.
Idioma:
ES
Author:

Miguel Angel Gonzalez R.

Title:

La ideología de los signos

Share:
Interactions:
Votes:
55
Comments:
27
Followers:
45
Annick Woungly-Massaga
Idioma:
ES
Author:

Annick Woungly-Massaga

Title:

Tiendas de diseño cubano

Share:
Interactions:
Votes:
21
Comments:
9
Followers:
30
My opinion:

Login with your account to comment on this article. If you do not have it, create your free account now.

Upcoming online courses

Branding Corporativo

Branding Corporativo

Cómo planificar, construir y gestionar la marca de empresas e instituciones

4 weeks
17 Septiembre

Estrategia de Marca

Estrategia de Marca

15 claves para programar el diseño de símbolos y logotipos de alto rendimiento

4 weeks
29 Octubre

Relecturas del Diseño

Relecturas del Diseño

Una inmersión en el discurso sobre el diseño para despejar sus nociones más controvertidas: creatividad, innovación, arte, tecnología, función social...

4 weeks
28 Enero 2019

Branding: Diseñador y Cliente

Branding: Diseñador y Cliente

Tratar con el cliente, hacer presupuestos y planificar las etapas de la creación de una marca

3 weeks
22 Abril 2019

Auditoría de Marca

Auditoría de Marca

Taller de práctica profesional: análisis, diagnóstico y programa de marca sobre casos reales

6 weeks
22 Junio 2019