Arguably, both luxury and premium are two of the most overused words in the marketing landscape. When you can have luxury and premium cars and watches, right down to luxury and premium biscuits, the words cease to have quite the impact that aspirational marketers might hope—and may mean even less to consumers.
The major issue with luxury, of course, is that it’s an abstract and subjective concept. In consumer terms, I guess you could loosely define ‘luxury’ as any purchase that lies beyond functional need.
Getting products to stand out is definitely harder than ever. It’s not just about great looking packs, but about ensuring that brands express their values more via packaging than ever before.
The DBA, the UK organisation that measures and rates the effectiveness of design in a range of categories by using commercial data to evaluate the success, announced the winners of its annual Design Effectiveness Awards.