areas. Let's take milk

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, for example, which is now available on the shelves in huge quantities - as they say, for every taste and budget. In this case, there is just room for a trend when there is enough of what is needed. And it will be positioned as a premium segment, although it is absolutely the same milk that is next to it, but a third more expensive. The standards in both cases will be the same.

In my opinion, developing packaging design is an attempt to segment the buyer. It is trending among the middle or creative class, that is, among those people who pay attention to aesthetics and less attention to price. But I cannot say that this trend concerns packaging. It is a certain way of working with an audience that will switch to a new trend after some time. Now this is popular, and in a year - bearded mugs on milk.

– So in this case, product packaging design simply follows general marketing trends?

The bulk of everyday products are designed for a conservative buyer taiwan phone number lookup who takes what is familiar to him in the store. Competition is constantly growing in this segment, so it is necessary to master new directions. Thus, some large beer producers, such as Heineken, have begun producing craft series. They are primarily intended for those buyers who care about aesthetics. However, the quality of the product often remains the same.




– And for you personally, what role does the design of product packaging play when choosing a product?

I like it when it's beautiful. But I'm more inclined to trust the place of sale than the packaging. Although I always pay attention to the packaging because I work with it. I understand that it's one of the marketing channels. I look at what they drew for me here and sometimes I still read the composition and think about whether what was written on the packaging is true. Maybe it's great and beautifully made, but in reality it's inedible.

– The problem of caring for the environment is acute in the world today. Is there a need and demand from Russian consumers for eco-friendly packaging – or does such demand have to be created?

If you look at the situation cynically, both producers and consumers, 99% of them, don't give a damn about eco-friendly packaging. It's a business, everything is dictated by profitability. That's my opinion. Of course, biodegradable packaging is used very often, although this decomposition is also a slippery matter. It's not always clear what is decomposing there and whether it is decomposing, and whether it is decomposing into what it should be...