{"id":251,"date":"2016-07-11T10:13:57","date_gmt":"2016-07-11T13:13:57","guid":{"rendered":"http:\/\/legacy.anacouto.com.br\/?p=251"},"modified":"2024-07-12T08:35:08","modified_gmt":"2024-07-12T11:35:08","slug":"podemos-ter-embalagens-melhores","status":"publish","type":"post","link":"https:\/\/anacouto.com.br\/en\/artigos\/2016\/07\/11\/podemos-ter-embalagens-melhores\/","title":{"rendered":"Could we have better packaging?"},"content":{"rendered":"

Have you noticed how much color there is?,\u00a0splash<\/em>, What are the different effects and typographies that some packaging has? Generally, these are more popular packages or those with a lower price point. And when someone suggests doing something simpler, more direct, or even sophisticated, they immediately say it doesn't resonate with the target audience or that they won't understand it.<\/p>\n

But who says that's true? Yes, consumer research says so, but deep down, the problem is really just in our heads\u2026<\/p>\n

Our brain is programmed to create patterns and not collapse under the weight of so much information. It's always looking for familiar things and groups everything into categories to make processing easier.<\/p>\n

We have our cultural codes, which are the sum of everything we have learned and collected over the years as individuals in a society, and we make this our basis of comparison for everything we will experience and live through.<\/p>\n

So, when we search for, say, inexpensive products, our database tells us that products with thousands of different fonts, gradients, and splashes tend to be cheaper. In a time when everyone is looking for more efficiency and savings, and rethinking consumption, being cheaper is a good thing \u2013 and it seems cool. The dangerous side of this is that we get used to this aesthetic and end up propagating these codes.<\/p>\n

Household cleaning products are good examples. How much information needs to be on the packaging to describe the product's features and prove that it works?<\/p>\n

The good news is that we can change (and help others change too!) by learning new patterns. Our brains, despite creating shortcuts to avoid overload, also have the capacity to constantly create new connections and continue learning even in old age. This capacity applies to everyone, from the upper class to the lower class, from north to south.<\/p>\n

By changing the packaging of this same household cleaning product, we may be altering a pattern, a repetition of behaviors, creating new codes that will be learned and absorbed by people. The consumer, upon learning this new code, transforms this unique event into a new pattern.<\/p>\n

A simple change that can alter the codes of a category \u2013 and even dictate new rules for the use and consumption of a society.<\/p>\n

To read the original article published by ABRE (Brazilian Packaging Association),\u00a0access here<\/a>.<\/p>\n

 <\/p>","protected":false},"excerpt":{"rendered":"

J\u00e1 percebeu quanta cor,\u00a0splash, efeitos e tipografias diferentes t\u00eam em algumas embalagens? Geralmente s\u00e3o embalagens mais populares ou com posicionamento de pre\u00e7o mais baixo. E quando algu\u00e9m sugere fazer alguma coisa mais simples, direta e at\u00e9 sofisticada, logo dizem que n\u00e3o conversa com o target ou que ele n\u00e3o vai entender. Mas quem disse que […]<\/p>\n","protected":false},"author":2,"featured_media":0,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[7],"tags":[],"class_list":["post-251","post","type-post","status-publish","format-standard","hentry","category-artigos"],"_links":{"self":[{"href":"https:\/\/anacouto.com.br\/en\/wp-json\/wp\/v2\/posts\/251","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/anacouto.com.br\/en\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/anacouto.com.br\/en\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/anacouto.com.br\/en\/wp-json\/wp\/v2\/users\/2"}],"replies":[{"embeddable":true,"href":"https:\/\/anacouto.com.br\/en\/wp-json\/wp\/v2\/comments?post=251"}],"version-history":[{"count":1,"href":"https:\/\/anacouto.com.br\/en\/wp-json\/wp\/v2\/posts\/251\/revisions"}],"predecessor-version":[{"id":15065,"href":"https:\/\/anacouto.com.br\/en\/wp-json\/wp\/v2\/posts\/251\/revisions\/15065"}],"wp:attachment":[{"href":"https:\/\/anacouto.com.br\/en\/wp-json\/wp\/v2\/media?parent=251"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/anacouto.com.br\/en\/wp-json\/wp\/v2\/categories?post=251"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/anacouto.com.br\/en\/wp-json\/wp\/v2\/tags?post=251"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}