Can I make minimalist or recyclable packaging into a selling point?
Without a doubt, yes. This could work on at least three levels. Firstly, if you want to demonstrate that your product is eco-friendly or ‘green’. Secondly, if you want to convey that your product is plain, simple and honest – without additives and frills. Lastly, if you wish to convey a sense of low cost, money-saving produce. Be warned though, that each approach would require a completely different emphasis to the design. A few companies, such as Body Shop, have managed to do this convincingly. But they are the exceptions. It is true that there is growing consumer resistance to overpackaging, but most selling environments still call for attractive packs that can act as your ‘silent salesman’. You may be able to make economy a virtue – but that will depend on your marketing profile and the precise positioning of your product.
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