{"id":3490,"date":"2017-03-23T10:40:14","date_gmt":"2017-03-23T09:40:14","guid":{"rendered":"https:\/\/graphiste.com\/blog\/?p=3490"},"modified":"2025-08-20T17:22:41","modified_gmt":"2025-08-20T15:22:41","slug":"packagings-creatifs-2017","status":"publish","type":"post","link":"https:\/\/graphiste.com\/blog\/packagings-creatifs-2017\/","title":{"rendered":"7 conseils pour des packagings cr\u00e9atifs en 2017"},"content":{"rendered":"

Le packaging, c\u2019est un peu le couteau suisse de la communication. Il doit \u00e0 la fois transmettre une identit\u00e9, un concept, des informations, prot\u00e9ger un produit et \u00eatre pratique pour le consommateur.<\/p>\n

Autant dire qu\u2019il n\u00e9cessite un minimum de pr\u00e9paration. Non, d\u00e9cider au dernier moment, juste avant de le mettre en rayon, de gribouiller votre logo sur un cube de carton n\u2019est pas une bonne op\u00e9ration packaging.<\/p>\n

Entre tendances cr\u00e9atives et conseils de fond, construisez un packaging qui tiendra sa place dans les rayons.<\/p>\n

 <\/p>\n

1. Pensez utile<\/h2>\n

La premi\u00e8re fonction du packaging est de prot\u00e9ger un produit tout en facilitant son transport. Si votre packaging ne r\u00e9pond pas \u00e0 ces imp\u00e9ratifs, il ne sera appr\u00e9ci\u00e9 de personne. Ni des points de vente, ni des consommateurs.<\/p>\n

Pratique ne veut pas dire triste. Les packagings d\u2019aujourd\u2019hui sont nomades\u00a0: les utilisateurs appr\u00e9cient de pouvoir piocher directement dans l\u2019emballage sans avoir besoin de le jeter au pr\u00e9alable. C\u2019est une grande tendance pour l\u2019alimentaire, mais qui s\u2019applique aussi \u00e0 de nombreux autres domaines.<\/p>\n

 <\/p>\n

2. Toujours plus green<\/h2>\n

Il existe toujours plus de bonnes raisons pour penser \u00e9cologie au moment de la conception d\u2019un emballage. C\u2019est \u00e9conomique, c\u2019est bon pour la plan\u00e8te et c\u2019est appr\u00e9ci\u00e9 des clients.<\/p>\n

Investissez dans les \u00e9co-emballages, ceux qui sont produits \u00e0 partir de mati\u00e8res recycl\u00e9es ou qui peuvent se r\u00e9utiliser (certains peuvent m\u00eame se planter). Et n\u2019h\u00e9sitez pas \u00e0 mettre ces notions en valeur sur votre paquet. L\u2019aspect brut du kraft revient ainsi \u00e0 la mode\u00a0!<\/p>\n

 <\/p>\n

3. Et si on \u00e9tait minimaliste\u00a0?<\/h2>\n

Limitez les d\u00e9chets en optant pour des emballages r\u00e9duits \u00e0 leur strict minimum. Ce qui n\u2019enl\u00e8ve rien \u00e0 leur aspect\u00a0: on a m\u00eame vu des logos imprim\u00e9s directement sur des pommes<\/a>\u00a0! D\u2019autres utilisent les formes de d\u00e9coupe pour laisser le produit parler par lui-m\u00eame\u00a0. Faire moins, mais le faire en beaut\u00e9, c\u2019est tout l\u2019art d\u2019un packaging qui se remarque.<\/p>\n

\"\"<\/p>\n

 <\/p>\n

4. Racontez une histoire<\/h2>\n

Le packaging doit aussi faire r\u00eaver. C\u2019est un royaume o\u00f9 les illustrations qui ont l\u2019air tout droit sorties de livres de contes attirent sans faille tous les grands enfants. C\u2019est aussi une mani\u00e8re de transformer une exp\u00e9rience de consommation qui, sinon, serait bien trop banale. Vous ne vendez pas qu\u2019un produit, vous vendez un concept\u00a0!<\/p>\n

 <\/p>\n

5. Un travail d\u2019artiste<\/h2>\n

Les packagings les plus beaux sont ceux qui retiennent le plus l\u2019attention. Cet adage s\u2019est rarement d\u00e9menti au fil des ans. En 2017, ceux qui occupent le devant de la sc\u00e8ne utilisent des couleurs vives, des motifs g\u00e9om\u00e9triques\u2026 mais peuvent aussi prendre un aspect vintage avec des calligraphies qui ont l\u2019air d\u2019avoir \u00e9t\u00e9 r\u00e9alis\u00e9es \u00e0 la main. Moderne ou plus r\u00e9tro, vous avez le choix\u00a0!<\/p>\n

 <\/p>\n

6. De la coh\u00e9rence<\/h2>\n

M\u00eame si vous vous utilisez ponctuellement des packagings \u00e9v\u00e9nementiels, qui feront presque office de collector, n\u2019oubliez jamais que le packaging est une extension du reste de votre communication visuelle. Vous devez conserver une unit\u00e9 dans tous vos supports, afin que vos clients vous reconnaissent rapidement. Si, un jour, vous d\u00e9cidez de modifier radicalement vos emballages, il faudra peut-\u00eatre aussi revoir l\u2019apparence de vos autres supports.<\/p>\n

 <\/p>\n

7. Accompagnez vos utilisateurs<\/h2>\n

Facilitez le travail de vos clients. En 2017, plus que jamais, les gens n\u2019ont pas de temps \u00e0 perdre \u00e0 chercher des informations ou \u00e0 tenter de les comprendre. Utilisez des rep\u00e8res clairs sur vos emballages (comme une \u00e9tiquette qui change de couleur quand le produit est p\u00e9rim\u00e9) ou un mode d\u2019emploi sous forme d\u2019infographie.<\/p>\n

 <\/p>\n

En dehors d\u2019une tendance de plus en plus marqu\u00e9e vers l\u2019\u00e9coconception des emballages, comme sur une recherche de leur praticit\u00e9, il n\u2019y a pas eu de grandes transformations de l\u2019univers du packaging depuis 2016. C\u2019est peut-\u00eatre le moment de lancer la v\u00f4tre\u00a0!<\/p>\n","protected":false},"excerpt":{"rendered":"

Le packaging, c\u2019est un peu le couteau suisse de la communication. Il doit \u00e0 la fois transmettre une identit\u00e9, un concept, des informations, prot\u00e9ger un produit et \u00eatre pratique pour le consommateur. Autant dire qu\u2019il n\u00e9cessite un minimum de pr\u00e9paration. Non, d\u00e9cider au dernier moment, juste avant de le mettre en rayon, de gribouiller votre […]<\/p>\n","protected":false},"author":5,"featured_media":3492,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"inline_featured_image":false,"footnotes":""},"categories":[13],"tags":[],"class_list":["post-3490","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-packaging"],"acf":[],"yoast_head":"\n7 conseils pour des packagings cr\u00e9atifs en 2017 - Graphiste Blog<\/title>\n<meta name=\"description\" content=\"Le packaging, c\u2019est un peu le couteau suisse de la communication. 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