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Luxury and value
Case study >
Luxury and value Packaging design often associates itself with the qualities of either luxury or value. Both seek to enhance the appeal of a product to consumers, but by focusing on very different concerns and lifestyles. At a basic level, designing for the luxury market tends to add to the volume of product packaging, while designing for value products often reduces product packaging. Luxury Luxury products convey prestige, and this quality is often projected in packaging through the use of high quality or exclusive materials and by presenting a sense of refined aesthetic values. This is perhaps far removed from the generally well-considered design principles of ‘form follows function’ and ‘less is more’, but design embraces a wide range of paradoxes. Another design principle stipulates that packaging ought to directly reflect the product; so if the product is high quality and elaborate, it is therefore fitting that its packaging should be too. Significance Certain products have significance because they represent certain traits or desires, and therefore acquire a certain meaning. As such, they can become recognised as markers for those traits, desires or meanings. One example of this is Chanel perfume, which is associated with wealth, glamour, style and luxury.
Value Value, in this context, is a state of mind whereby a person feels that the rewards or benefits that they receive from something are equal to or greater than the effort or expense incurred to obtain it. Value is relative to the individual: a Mercedes Benz car may represent a value purchase to a millionaire, but someone with more modest means will consider it a luxury item. In marketing and branding, value often refers to a low cost option, such as a value pack. Conversely, value can be added through the addition of extra elements. A brand proposition of luxury or value is presented through the quality of a product’s materials and packaging. Creating a luxury product does not always require using high quality or exotic materials, but may result from the crafting of a brand message, supported by branded packaging, that consumers perceive of as high value. The impression of luxury or value can be achieved by branding without intrinsically changing a product. However, product quality does have to be sufficient to support the brand statement.