The UN has chosen April 21 to celebrate Creativity and Innovation Day, dedicated to the importance of originality as a driver of change in the cultural, scientific, environmental, educational and economic fields.
Through packaging, a form of communication par excellence, Moreschini has been committed to creating unique and recognizable brand identities since its inception.
Not only functionality and protection, but also aesthetics: each box, in fact, has the ability to impress, in the consumer’s mind, ideas, emotions and sensations, representing the first contact with the product.
Packaging and creativity: the orange according to Munari
The combination of packaging and creativity can be interpreted in different shades. In this regard, one cannot fail to mention Bruno Munari, Italian artist, designer and writer, one of the greatest experts on art and graphics of the 20th century.
According to Munari, packaging is like nature: its shape adapts to the use to be made of it. This does not necessarily mean preferring function over aesthetics, but designing an intelligent solution that embraces both aspects.
In fact, his parallelism between packaging and the orange is well known: “The whole of these slices is collected in a packaging that is well characterized both in terms of material and colour: quite hard on the outer surface and covered with a soft inner padding to protect between the outside and the container assembly. The material used is all of the same nature, originally, but is appropriately differentiated according to function”.
The aim of every designer, therefore, is to design a pack with the same spontaneity with which things are formed in nature.
Innovation Day: a question of value
Innovation in packaging is a constant: post-modern consumers consider the special features of a product starting with its packaging, even before making a purchase assessment.
An attractive, engaging and representative design is not only a marketing choice, but also a disarmingly powerful means of communication. In addition to containing legal information such as characteristics, instructions and expiry date, a well-designed pack speaks for the product and helps position it against certain values and objectives.
The impact of a pack does not only have a visual connotation, but above all an emotional one, as it reinforces the perception of trust in a brand, influencing customer choices. Well-designed packaging is the first step towards a stable and lasting relationship between brand and consumer.
Identity, creativity and innovation are three values that are celebrated on 21 April, but are pursued throughout the year, changing shape depending on contexts, historical periods and people.
