Luxury packaging

Luxury and specialty packaging is the design, research, development, and manufacturing of packaging, displays, and for luxury brands. The packaging of a luxury product is part of the brand’s image and research shows consumers are willing to spend more on products if the packaging looks appealing and luxurious.^[1]

As well as adding to the value of the product, luxury packaging fulfils various other roles; it enhances the image of the brand, increases consumer engagement through personalised packaging, performs a function, creates appeal and diversifies the product.^[2]

Globally, the luxury packaging market continues to grow, driven by global trends of personalised packaging, attention to sustainability issues, and economic and demographic drivers. The luxury packaging market is forecast to grow by 4.4% to 2019, reaching $17.6 billion, and consumption will reach 9.9 billion tons with growth of 3.1%.^[3]

Package development considerations

Package design and development are often thought of as an integral part of the new product development process. Alternatively, the development of a package (or component) can be a separate process but must be linked closely to the product to be packaged.^[1]

Package design starts with the identification of all the requirements: structural design, marketing, shelf life, quality assurance, logistics, legal, regulatory, graphic design, end-use, and environmental. The design criteria, performance (specified by package testing), completion time targets, resources, and cost constraints need to be established and agreed upon. Package design processes often employ rapid prototyping, computer-aided design, computer-aided manufacturing and document automation.

Security

High-value products are inviting to theft. Security packaging can be an important consideration to help reduce package pilferage. Authentication technologies can be used to help verify that the expensive luxury product is not among the many counterfeit consumer goods.

Security solutions involve all phases of product production, packaging, distribution, logistics, sale, and use. No single solution is considered "pilfer proof". Often, packaging engineers, logistics engineers, and security professionals have addressed multiple levels of security to reduce the risk of pilfering.^[4]^[5]

Each situation is unique. Some considerations have included:

Identifying who a potential thief might be: an internal employee, security guard, truck driver, delivery person, receiver (consignee), organized crime, etc. Engineers usually start with knowing what level of knowledge, materials, tools, etc. might they have.
Identifying all feasible methods of unauthorized access into a product, package, or system. In addition to the primary means of entry, engineers also consider secondary or "back door" methods.
Identifying available means of resealing, reclosing, or replacing special seals.
Using extra strong and secure packaging: A weak or damaged package is an invitation to pilferage.
Considering unique custom seals and labels (changing regularly because these are subject to counterfeiting)
Improving the pilfer resistance to make pilfering more difficult, time-consuming, etc.
Concealing the identity and value of a pilferable item during distribution. Logistics and packaging professionals do not want to bring attention to the item, its package, addresses, names, etc.^[6]
Adding pilfer-evident features to help indicate the existence of pilfering.
Choosing a logistics provider who can reduce the risks of pilferage.
Shipping in packages in unit loads with stretch wrap or in intermodal shipping containers with security seals^[7]
Educating people to watch for evidence of pilfering.
With a corrugated box, using a wider and stronger closure tape, 3-inch or 72 mm, reinforced gummed tape or pressure-sensitive tape.^[8]^[9]
Using a tamper-evident security tape or seal on packages that leaves a message, warning, or other indication if removed.
Installing a surveillance system to help identify any suspects.

Design steps

Some designers consider nine steps to creating the graphic design of luxury packaging, beginning with meeting the client to gain insight into the product. The next step develop the first sketches followed by developing the initial layout of the packaging. The fourth step involves refining the idea. The fifth step includes the lettering and typeface. The sixth step covers legalities and laws about how large the obligatory information must be printed, The seventh step involves final adjustments with the eighth step being choosing accents of the packaging. The final step involves designing matching accessories such as boxes or bag to complement the main packaging.^[10]

End-use products

References

^ ^a ^b Okonkwo, Uché (2007). Luxury Fashion Branding: Trends, Tactics, Techniques. Palgrave Macmillan. ISBN 978-0230590885. Retrieved 2015-01-08.
^ Bergman, Robert (2011-12-12). "A New Year: A New Definition Of Luxury". Branding Magazine. Retrieved 2015-01-08.
^ "The Future of Luxury Packaging to 2019". Smithers Pira. Retrieved 2015-01-08.
^ Femmely, L. J. (2004). Handbook of Loss Prevention and Crime Prevention (4th ed.). Elsevier Butterworth. p. 281. ISBN 0-7506-7453-9.
^ Rouhiainen, Veikko, Scientific Activities in Safety and Security (PDF), VTT Technical Research Centre of Finland, retrieved 19 April 2014
^ Green, FW (2009), "Export Packaging", in Yam, K L (ed.), Encyclopedia of Packaging Technology, Wiley (published 2010), ISBN 978-0-470-08704-6
^ US 5651463 A, Major, D, "Enclosed Pallet System", published Jul 29, 1997
^ B2 US Also DE10156793A1 6881476 B2, Noehte, Steffen, "Adhesive security tape", published Apr 19, 2005
^ US 6544615 B2, Otten, Ulrich, "Adhesive security tape", published Apr 8, 2003
^ "Custom Packaging Boxes, Custom Designs Boxes, Custom Boxes with Logo or Custom Boxes". Custom Designs Boxes. 25 March 2015. Retrieved 2015-04-07.

Books, general references

Roessiger, Claude, "Unforgettable Packaging", Nevablu LLC, 2013, ISBN 978-0-9896739-2-1
Yam, K.L., "Encyclopedia of Packaging Technology", John Wiley & Sons, 2009, ISBN 978-0-470-08704-6

v t e Packaging
General topics	Active packaging Child-resistant packaging Contract packager Edible packaging Modified atmosphere/modified humidity packaging Overpackaging Package delivery Package pilferage Package testing Package theft Packaging engineering Resealable packaging Reusable packaging Reuse of bottles Shelf life Shelf-ready packaging Shelf-stable Sustainable packaging Tamper-evident Tamper resistance Wrap rage
Product packages	Alternative wine closure Ammunition box Banana box Beer bottle Box wine Case-ready meat Coffee bag Cosmetic packaging Currency packaging Disposable food packaging Drink can Egg carton Evidence packaging Field ration Flour sack Foam food container Food packaging Fuel container Gas cylinder Glass milk bottle Growler Juicebox Low plastic water bottle Luxury packaging Milk bag Optical disc packaging Oyster pail Popcorn bag Pharmaceutical packaging Plastic milk container Purdue Improved Crop Storage bags Sand bag Seasonal packaging Self-heating food packaging Screw cap (wine) Single-serve coffee container Spray paint Toothpaste pump dispenser Unit dose Water bottle Wine bottle
Containers	Aerosol spray dispenser Aluminium bottle Aluminum can Ampoule Antistatic bag Bag-in-box Bag Barrel Biodegradable bag Blister pack Boil-in-bag Bottle Box Bulk box Cage Case Carboy Carton Chub Clamshell Corrugated box design Crate Disposable cup Drum Endcap Envelope Euro container Flexible intermediate bulk container Flexible tank Folding carton Glass bottle Gunny sack Inhaler Insulated shipping container Intermediate bulk container Jar Jerrycan Jug Keg Mesh bag Multilayered packaging Multi-pack Packet (container) Padded envelope Pail Paper bag Paper sack Plastic bag Plastic bottle Retort pouch Salvage drum Sachet Water sachet Security bag Shipping container Shipping tube Skin pack Spray bottle Squround Stand-up pouch Steel and tin cans Tetra Brik Thermal bag Tub (container) Tube Unit load Vial Wooden box
Materials and components	Adhesive Aluminium foil Bail handle Bioplastic Biodegradable plastic BoPET Bubble wrap Bung Cellophane Closure Coated paper Coating Coextrusion Container glass Corrugated fiberboard Corrugated plastic Cushioning Desiccant Double seam Flip-top Foam peanut Gel pack Hot-melt adhesive Humidity indicator card Kraft paper Label Lid Linear low-density polyethylene Liquid packaging board Living hinge Low-density polyethylene Meat absorbent pad Metallised film Modified atmosphere Molded pulp Nonwoven fabric Overwrap Oxygen scavenger Package handle Packaging gas Pallet Paper Paper pallet Paperboard Plastic-coated paper Plastic film Plastic pallet Plastic wrap Polyester Polyethylene Polypropylene Pressure-sensitive tape Pump dispenser Screw cap Screw cap (wine) Security printing Security tape Shock detector Shock and vibration data logger Shrink wrap Slip sheet Staple (fastener) Strapping Stretch wrap Susceptor Tamper-evident band Tear tape Temperature data logger Time temperature indicator Tinplate Velostat
Processes	Aseptic processing Authentication Automatic identification and data capture Blow fill seal Blow molding Calendering Canning Coating Containerization Converting Corona treatment Curtain coating Die cutting Die forming (plastics) Electronic article surveillance Extrusion Extrusion coating Flame treatment Glass production Graphic design Hazard analysis and critical control points Hermetic seal Induction sealing Injection moulding Lamination Laser cutting Molding Package tracking Papermaking Plastic extrusion Plastic welding Printing Product development Production control Quality assurance Radio-frequency identification Roll slitting Shearing (manufacturing) Thermoforming Track and trace Ultrasonic welding Vacuum forming Vacuum packaging Verification and validation
Machinery	Barcode printer Barcode reader Bottling line Calender Can seamer Cap torque tester Cartoning machine Case sealer Check weigher Conveyor system Drum pump Extended core stretch wrapper Filler Heat gun Heat sealer Industrial robot Injection molding machine Label printer applicator Lineshaft roller conveyor Logistics automation Material-handling equipment Mechanical brake stretch wrapper Multihead weigher Orbital stretch wrapper Packaging machinery Pallet inverter Palletizer Rotary wheel blow molding systems Seed-counting machine Shrink tunnel Staple gun Tape dispenser Turntable stretch wrapper Vertical form fill sealing machine
Environment, post-use	Biodegradation Can collecting Closed-loop box reuse Environmental engineering Glass recycling Industrial ecology Life-cycle assessment Litter Packaging waste Paper recycling PET bottle recycling Plastic recycling Recycling Reusable packaging Reverse logistics Source reduction Sustainable packaging Waste management
Category: Packaging