27 JUN 2016
Univisual interviewed by Advertising Italy on the subject of strategy and brand design, between beauty and functionality...
The aesthetic of coherence
by Laura Buraschi
Not only beautiful, but also functional; not amazing, but providing tangible answers; consistent with its value, but also bearing innovation. Brand design evolves in its DNA.
Among the objectives of a brand design there is that of facilitating the relationship between the product and the consumer.
«The first critical factor in this relationship is the issuing brand, which by definition anticipates what is perceived by the public and evokes a predetermined set of values – says Gaetano Grizzanti, CEO/Brand Strategy Director, Univisual –. The next task is performed by the product itself that, through its packaging, has a specific approach at the time of the purchase: the communication space on the packaging is divided into two parts; on the one hand the brand must continue to supervise the position and the language it wants to evoke, on the other, the product’s message must create the right appeal to become compelling».
Wonder and concreteness, a possible coexistence. But how to attract the consumers to a product? The industry members are thinking about the more appropriate elements to put on stage.
«I believe that today impressing or ‘shocking’ is no longer a viable path for several reasons – says Grizzanti –. Few things today vow the consumer and, more importantly, he does not like anymore to be the victim of these persuasive mechanisms, being more conscious and aware of the reality that surrounds him. What matters is generating engagement. People today want to have their say, so a brand should not try to ‘convince’ or harass the consumer with one more business proposal, but to activate harmony, feelings. Talking about the packaging, the new frontier will be to become more interactive: there are already technologies that allow this (qr-code, augmented reality, etc.), but they require an intervention from the user. It will be necessary to find more exciting solutions that go beyond the existing ones».
This article articolo is taken from "Pubblcità Italia" no. 04 / May 2016