Diseño

Desenvolviendo los secretos del empaque

Dicen que el empaque, es un vendedor silencioso. Pues no estamos tan seguros de ello. De lo que sí estamos seguros, es de que el empaque tiene que ser útil. ¿Obvio? No, no es obvio.

La utilidad no es facilidad, comodidad, ergonomía, aerodinamismo o destapa-fácil. La utilidad, dijo el famoso sociólogo Riesman, significa habitabilidad. ¿Qué significa esto? Significa que el empaque tiene que diseñarse para que viva en armonía con otros empaques.

Las madres quieren sentir que los empaques les ayudan a ser mejores madres. El buen diseñador de empaques, se pregunta: ¿mi empaque podría convencer al ojo humano sobre su naturalidad?

Para que el ojo acepte que un empaque no es un objeto del todo artificial, el empaque tiene que imitar a la naturaleza. La naturaleza tiene tres tipos de colores: químicos, físicos y ambientales. Si aprendemos cómo aplicarlos, nuestra lata será un chícharo, nuestra botella de refresco una fresa y nuestra caja de pan, un hornito.

Un empaque es, sobre todo, una textura, una piel, un pellejo para el producto. Si queremos transmitir valores tradicionales con nuestro empaque, podemos elegir el color café, el color de la madera. Si deseamos comunicar valores tecnológicos, podemos usar el color gris, el color del aluminio.

En fin, que un empaque no es la vestimenta del producto, sino su piel. Si obedecemos a este paradigma, nuestros empaques serán más naturales. Y todo lo natural, convence en un sistema de objetos comerciales, parafraseando a Baudrillard. Buen día, comunidad Roastbrief.

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595 Comments

  1. Una vez que el empaque logra ser bello, se le busca la utilidad para justificar el consumo debido a su estética. Goethe y Baudrillard. O algo, je. Gracias por sus contribuciones!

  2. Bueno, todo lo dicho es cierto, pero si nos enmarcamos en lo tradicional. Yo prefiero el empaque que impacta, que se sale de lo convencional, que sorprende con enfoque psicológico, no solamente por el color sino también en la forma. Es una inversión que a merita especial cuidado, mucha investigación, por que por le empaque también nos diferenciamos o nos quebramos.  

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