There has been a seismic shift in the role designers play in the luxury market over the last decade. The importance of packaging has risen exponentially; no longer is it designed in isolation, but in many cases, it is an extension of the product itself.
Recent research we carried out at James Cropper across 3,000 consumers, exploring how viewpoints on packaging have shifted over the last ten years verified my personal experience of this shift in the world of luxury. 65% of consumers expect the packaging which their luxury purchase arrives in to be a continuation of that experience. This is compared to just 15% who considered this to be critical ten years ago.
What’s more, ten years ago, almost all consumers (82%) didnât even consider packaging as part of the shopping experience.
