Study Task 04 - Triangulation

In order for luxury brands to create appeal to upper-class consumers they must go further into the specific frame of reference surrounding this target and know what rational and emotional triggers they obtain. That being said, the question still remains as to how this can be achieved and through what means. Most typically, this is achieved through the finishing of the packaging and the experience of the brand/product(s) at point of purchase in the retail environments themselves, placing unequivocal importance on the packaging that is perhaps disproportionate to what it actually contains. This is enforced as Calver says ‘packaging becomes a manifestation of the brand itself and, because a brand is more than just a product itself, the packaging becomes a compound of conusmers’ perceptions, memories and feelings.’ (Calver, 2003: 44)

Similarly to this, Nayar too believes in packagings’ ability to enhance perception and appeal as she explains ‘goods possess meanings that are dependant upon their appropriation by the users. Material culture, therefore, is not simply about things and objects. Rather, it is about the intimate connection between the object and its users.’ (Nayar, 2009: 49)

The intimate connection Nayar speaks of can be realised through the finishing and materials used in packaging design, which in themselves have the ability to communicate and represent the luxury and exclusive intentions of high-end brands through coalesced impressions experienced by consumers, another commonality shared with Calver in that he believes and advocates the importance of material selection in ‘controlling perceptions of a product — both initial perceptions and more considered appraisal.’ (Calver, 2003: 112)

The addition of materials such as ribbon for example, or multiple layers of packaging prompt the consumer into personal engagement and interaction, which in turn enhances expectation through amplified suspense when opening a product. By carefully selecting materials and finishes that evoke and encourage tactile exploration, and create a memorable experience, brands are able to establish exclusivity through successful differentiation from others within the same cultural framework — which according to Reece allows for them to ‘maximise prices to what the market will bear’ (Reece, 2013: 34) 

This, according to Twedt is ‘too great to be ignored.’ (Twedt, 1968: 58)

Essentially, package designers must consider the subconscious associations consumers’ have with materials and must anticipate the instinctive attribution of certain perceptions with particular mediums and resources in relation to their visual appearances/aesthetics and tactile sensations. It is through these considerations that standard packaging transcends its boundaries to become luxury, sought after in its own right and desired by the high-end consumer as a result of introduced upwards comparison potentials.