Be it pushing a spoon through the seal under a jar’s lid, zipping open a foil pouch, or pouring that first cascade of corn flakes from the box, there was something special about that moment.
Truth is, Richards says, there still is. The opening ceremony is, sadly, becoming a lost art within the package-design world. Tamper-evident packages are dominating the market.
Celebrating a package’s opening is a precious consumer connection with a brand, a moment akin to opening a gift, an inherent part of the brand experience.
With Nivea, the foil inside that keeps the product from evaporating is carefully peeled back, and the cream is then gently scooped out with the fingers. The foil is never fully removed and discarded. Rather, it is meticulously repositioned each time prior to the cap being replaced.
With Altoids, the sheet of paper inside the tin is never removed. There is something special about pushing the two loose leaves of paper aside to search for the hidden mints beneath them that adds to the brand experience.
Include a “grand opening” in your package-design process, and you will open the door to greater success at shelf.
