{"id":19673378,"date":"2022-10-19T10:14:12","date_gmt":"2022-10-19T15:14:12","guid":{"rendered":"https:\/\/3rcore.com\/?p=19673378"},"modified":"2022-10-19T10:14:13","modified_gmt":"2022-10-19T15:14:13","slug":"packaging-innovador","status":"publish","type":"post","link":"https:\/\/3rcore-server.com.pe\/en\/2022\/10\/19\/packaging-innovador\/","title":{"rendered":"El arte y el dise\u00f1o de un packaging innovador"},"content":{"rendered":"\n[et_pb_section fb_built=\u00bb1″ _builder_version=\u00bb4.18.0″ _module_preset=\u00bbdefault\u00bb global_colors_info=\u00bb{}\u00bb theme_builder_area=\u00bbpost_content\u00bb][et_pb_row _builder_version=\u00bb4.18.0″ _module_preset=\u00bbdefault\u00bb global_colors_info=\u00bb{}\u00bb theme_builder_area=\u00bbpost_content\u00bb][et_pb_column type=\u00bb4_4″ _builder_version=\u00bb4.18.0″ _module_preset=\u00bbdefault\u00bb global_colors_info=\u00bb{}\u00bb theme_builder_area=\u00bbpost_content\u00bb][et_pb_text _builder_version=\u00bb4.18.0″ _module_preset=\u00bbdefault\u00bb global_colors_info=\u00bb{}\u00bb theme_builder_area=\u00bbpost_content\u00bb]

Uno de los componentes principales de un <\/span>producto<\/b> es su <\/span>packaging<\/b>, ya que es el primer contacto que el <\/span>consumidor<\/b> tiene con el <\/span>producto real<\/b>. Por tal motivo, muchas empresas profundizan en el <\/span>valor<\/b> que pueden ofrecer mediante un <\/span>packaging bien dise\u00f1ado<\/b>.<\/span><\/p>\n

Sin embargo, el <\/span>dise\u00f1o de un empaque<\/b> no reside \u00fanicamente en la <\/span>propuesta est\u00e9tica<\/b> y visual<\/b> que ofrece. Por lo contrario, el <\/span>concepto de dise\u00f1o <\/b>hace alusi\u00f3n a la <\/span>ingenier\u00eda detr\u00e1s del packaging<\/b>, cuyo prop\u00f3sito es ser accesible para el <\/span>p\u00fablico objetivo<\/b>.<\/span><\/p>\n

\u00bfQu\u00e9 es packaging?<\/span><\/h2>\n

Considerando una perspectiva de <\/span>dise\u00f1o y marketing<\/b>, se define como <\/span>packaging<\/b> a <\/span>todo aquello que envuelve a un producto<\/b>. Complementariamente, entre los <\/span>prop\u00f3sitos del empaque<\/b> es <\/span>resguardar el producto<\/b>, facilitar su <\/span>transporte<\/b> e incluso, su <\/span>uso<\/b>.<\/span><\/p>\n

Del mismo modo, el <\/span>packaging<\/b> asume un <\/span>rol comunicacional<\/b><\/a>, al ser un espacio en el que se plasma informaci\u00f3n del <\/span>producto<\/b>. El <\/span>empaque<\/b> puede ofrecer datos indispensables para la <\/span>comercializaci\u00f3n<\/b> de <\/span>productos<\/b>, como las <\/span>especificaciones <\/b>t\u00e9cnicas o los <\/span>insumos<\/b> empleados en su elaboraci\u00f3n.<\/span><\/p>\n

Asimismo, en el <\/span>packaging<\/b> se encuentra una oportunidad para plasmar la <\/span>identidad de marca<\/b><\/a>, ya que es un <\/span>punto de contacto<\/b> con el p\u00fablico. Por tal motivo, se puede afirmar que el <\/span>packaging<\/b> es un medio para <\/span>incrementar el valor<\/b> que la propuesta ofrece.<\/span><\/p>[\/et_pb_text][et_pb_image src=\u00bbhttps:\/\/3rcore.com\/wp-content\/uploads\/2022\/10\/que-es-packaging.jpg\u00bb _builder_version=\u00bb4.18.0″ _module_preset=\u00bbdefault\u00bb hover_enabled=\u00bb0″ global_colors_info=\u00bb{}\u00bb theme_builder_area=\u00bbpost_content\u00bb alt=\u00bbpackaging que es\u00bb title_text=\u00bbque-es-packaging\u00bb sticky_enabled=\u00bb0″][\/et_pb_image][et_pb_text _builder_version=\u00bb4.18.0″ _module_preset=\u00bbdefault\u00bb global_colors_info=\u00bb{}\u00bb theme_builder_area=\u00bbpost_content\u00bb]

Importancia del packaging<\/span><\/h2>\n

Al ser un medio para <\/span>ofrecer valor<\/b>, el <\/span>empaque<\/b> debe ser <\/span>dise\u00f1ado<\/b> con una <\/span>estrategia<\/b> en mente para aprovechar su potencial.<\/span><\/p>\n

La <\/span>identidad de marca<\/b> debe mantenerse constante en cada <\/span>punto de contacto<\/b>, lo que tambi\u00e9n aplica para el <\/span>packaging<\/b>, al ser un espacio de <\/span>exposici\u00f3n<\/b>. Emplear la <\/span>colorimetr\u00eda<\/b> definida para la <\/span>marca<\/b>, as\u00ed como el <\/span>logo<\/b> y dem\u00e1s elementos asociados a la <\/span>identidad visual<\/b> es indiscutible.<\/span><\/p>\n

Sin embargo, el <\/span>packaging<\/b> tambi\u00e9n ofrece <\/span>beneficios funcionales<\/b>. Un empaque correctamente aplicado debe <\/span>proteger y resguardar el contenido<\/b>, en este caso, el producto.<\/span><\/p>\n

El <\/span>transporte<\/b> de mercanc\u00edas es un proceso que puede implicar un <\/span>riesgo<\/b> para las existencias; sin embargo, un empaque funcional minimiza los potenciales da\u00f1os.<\/span><\/p>\n

Otra forma de destacar la funcionalidad de un <\/span>packaging<\/b> es mediante la <\/span>accesibilidad<\/b> que ofrece. Muchos empaques ofrecen <\/span>soluciones pr\u00e1cticas<\/b> para el <\/span>consumo<\/b> del producto.<\/span><\/p>\n

Un ejemplo claro son las <\/span>latas<\/b> de conservas, dise\u00f1adas para poder <\/span>apilarse<\/b> c\u00f3modamente y con un <\/span>mecanismo<\/b> para abrirlas f\u00e1cilmente.<\/span><\/p>\n

Por otra parte, la mencionada <\/span>capacidad comunicacional<\/b> del empaque permite que los productos cumplan con <\/span>requisitos legales<\/b> para su <\/span>distribuci\u00f3n y comercializaci\u00f3n<\/b>. De esta forma se expande el uso al que puede asociarse el <\/span>packaging<\/b>.<\/span><\/p>[\/et_pb_text][et_pb_image src=\u00bbhttps:\/\/3rcore.com\/wp-content\/uploads\/2022\/10\/packaging-importancia.jpg\u00bb _builder_version=\u00bb4.18.0″ _module_preset=\u00bbdefault\u00bb hover_enabled=\u00bb0″ global_colors_info=\u00bb{}\u00bb theme_builder_area=\u00bbpost_content\u00bb alt=\u00bblove packaging\u00bb title_text=\u00bbpackaging-importancia\u00bb sticky_enabled=\u00bb0″][\/et_pb_image][et_pb_text _builder_version=\u00bb4.18.0″ _module_preset=\u00bbdefault\u00bb global_colors_info=\u00bb{}\u00bb theme_builder_area=\u00bbpost_content\u00bb]

Ejemplos de packaging innovador<\/span><\/h2>\n

Para plasmar la importancia del <\/span>packaging<\/b>, se presentar\u00e1n ejemplos de marcas que optaron por incorporar un <\/span>empaque innovador<\/b> en su <\/span>propuesta de valor<\/b>.<\/span><\/p>\n

Ejemplos peruanos de empaques innovadores<\/span><\/h3>\n

Pilsen Callao y Rosatel<\/span><\/h4>\n

Un <\/span>joint venture<\/b> entre las emblem\u00e1ticas marcas <\/span>Rosatel<\/b> y <\/span>Pilsen Callao<\/b> dio como resultado uno de los <\/span>packaging<\/b> m\u00e1s <\/span>disruptivos<\/b> en los \u00faltimos a\u00f1os.\u00a0<\/span><\/p>\n

Para conmemorar el d\u00eda del amor y la amistad, ambas marcas dise\u00f1aron una propuesta que combinaba sus respectivos <\/span>giros de negocio<\/b>. Adaptaron los caracter\u00edsticos <\/span>empaques de Rosatel<\/b> para poder distribuir <\/span>cervezas<\/b> en ellos.<\/span><\/p>\n

Esto signific\u00f3 un cambio rotundo en el <\/span>status quo<\/b> del consumidor peruano, al <\/span>combinar propuestas<\/b> con conceptos tan <\/span>opuestos<\/b>. Sin embargo, la <\/span>campa\u00f1a<\/b> result\u00f3 todo un <\/span>\u00e9xito<\/b>, el p\u00fablico apreci\u00f3 la arriesgada idea de ambas marcas.<\/span><\/p>[\/et_pb_text][et_pb_image src=\u00bbhttps:\/\/3rcore.com\/wp-content\/uploads\/2022\/10\/packaging-rosatel.jpg\u00bb _builder_version=\u00bb4.18.0″ _module_preset=\u00bbdefault\u00bb hover_enabled=\u00bb0″ global_colors_info=\u00bb{}\u00bb theme_builder_area=\u00bbpost_content\u00bb alt=\u00bbproductos peruanos\u00bb title_text=\u00bbpackaging-rosatel\u00bb sticky_enabled=\u00bb0″][\/et_pb_image][et_pb_text _builder_version=\u00bb4.18.0″ _module_preset=\u00bbdefault\u00bb global_colors_info=\u00bb{}\u00bb theme_builder_area=\u00bbpost_content\u00bb]

Agua San Luis<\/span><\/h4>\n

Actualmente, la marca de <\/span>agua San Luis<\/b> ha direccionado su <\/span>prop\u00f3sito de marca<\/b> a la <\/span>sostenibilidad<\/b> y el cuidado del medio ambiente. Por tal motivo, fueron la primera marca en ofrecer un <\/span>empaque desarrollado al 100% de botellas recicladas<\/b>.<\/span><\/p>\n

Complementariamente, el formato de <\/span>botella Ecoflex<\/b> potencia todav\u00eda m\u00e1s el concepto de sostenibilidad, al facilitar la recolecci\u00f3n y reciclado de las botellas.<\/span><\/p>[\/et_pb_text][et_pb_image src=\u00bbhttps:\/\/3rcore.com\/wp-content\/uploads\/2022\/10\/packaging-san-luis.jpg\u00bb _builder_version=\u00bb4.18.0″ _module_preset=\u00bbdefault\u00bb hover_enabled=\u00bb0″ global_colors_info=\u00bb{}\u00bb theme_builder_area=\u00bbpost_content\u00bb alt=\u00bb agua san luis packaging\u00bb title_text=\u00bbpackaging-san-luis\u00bb sticky_enabled=\u00bb0″][\/et_pb_image][et_pb_text _builder_version=\u00bb4.18.0″ _module_preset=\u00bbdefault\u00bb global_colors_info=\u00bb{}\u00bb theme_builder_area=\u00bbpost_content\u00bb]

Inca Kola<\/span><\/h4>\n

Durante el <\/span>Bicentenario del Per\u00fa<\/b>, la representativa marca <\/span>Inca Kola<\/b> lanz\u00f3 al mercado una sublime <\/span>colecci\u00f3n<\/b> de botellas de <\/span>edici\u00f3n limitada<\/b>. Esta se vio conformada por tres <\/span>botellas de aluminio<\/b> que representaban a las tres regiones naturales del pa\u00eds.<\/span><\/p>\n

En este sentido, la <\/span>propuesta art\u00edstica<\/b> en las ilustraciones de la botella, as\u00ed como el <\/span>material<\/b> predominante de estas, fueron los principales <\/span>focos de atenci\u00f3n<\/b>.<\/span><\/p>\n

Por tal motivo, la propuesta fue alegremente recibida por el consumidor peruano, quien apreci\u00f3 recibir una <\/span>oferta diferente sin alterar<\/b> el sabor de <\/span>la bebida<\/b>.<\/span><\/p>[\/et_pb_text][et_pb_image src=\u00bbhttps:\/\/3rcore.com\/wp-content\/uploads\/2022\/10\/packaging-inca-kola.jpg\u00bb _builder_version=\u00bb4.18.0″ _module_preset=\u00bbdefault\u00bb hover_enabled=\u00bb0″ global_colors_info=\u00bb{}\u00bb theme_builder_area=\u00bbpost_content\u00bb alt=\u00bbgaseosa inca kola\u00bb title_text=\u00bbpackaging-inca-kola\u00bb sticky_enabled=\u00bb0″][\/et_pb_image][et_pb_text _builder_version=\u00bb4.18.0″ _module_preset=\u00bbdefault\u00bb global_colors_info=\u00bb{}\u00bb theme_builder_area=\u00bbpost_content\u00bb]

Cerveza Cristal y la Liga 1<\/span><\/h4>\n

En el <\/span>mercado peruando<\/b>, la <\/span>cerveza Cristal<\/b> se encuentra fuertemente asociada a la emoci\u00f3n del <\/span>f\u00fatbol<\/b>. Por tal motivo, la marca se encuentra <\/span>auspiciando <\/b>a <\/span>equipos <\/b>que participan en el torneo profesional de f\u00fatbol peruano.<\/span><\/p>\n

En consecuencia a esta asociaci\u00f3n, la marca ha lanzado diversas <\/span>ediciones limitadas<\/b> que conmemoran <\/span>la victoria<\/b> en las finales del campeonato peruano.<\/span><\/p>\n

En este caso, el <\/span>packaging <\/b>destaca una vez m\u00e1s por la <\/span>propuesta est\u00e9tica<\/b>, la cual replica la identidad de los clubes a los que representa.<\/span><\/p>[\/et_pb_text][et_pb_image src=\u00bbhttps:\/\/3rcore.com\/wp-content\/uploads\/2022\/10\/packaging-cristal.jpg\u00bb _builder_version=\u00bb4.18.0″ _module_preset=\u00bbdefault\u00bb hover_enabled=\u00bb0″ global_colors_info=\u00bb{}\u00bb theme_builder_area=\u00bbpost_content\u00bb alt=\u00bbpackaging cristal alianza lima\u00bb title_text=\u00bbpackaging-cristal\u00bb sticky_enabled=\u00bb0″][\/et_pb_image][et_pb_text _builder_version=\u00bb4.18.0″ _module_preset=\u00bbdefault\u00bb global_colors_info=\u00bb{}\u00bb theme_builder_area=\u00bbpost_content\u00bb]

Ejemplos internacionales de empaques innovadores<\/span><\/h3>\n

Puma<\/span><\/h4>\n

La marca deportiva apuesta por un <\/span>packaging ecol\u00f3gico<\/b> y pr\u00e1ctico para la comercializaci\u00f3n de calzado. Con el prop\u00f3sito de <\/span>reducir <\/b>el material empleado para la elaboraci\u00f3n de empaques, pero <\/span>sin comprometer<\/b> la comodidad del usuario, realizaron un <\/span>dise\u00f1o innovador<\/b>.<\/span><\/p>\n

Con una <\/span>menor <\/b>cantidad de <\/span>recursos <\/b>s\u00f3lidos y con una <\/span>bolsa <\/b>que forma parte del <\/span>empaque<\/b>, <\/span>Puma <\/b>reduce destacablemente la cantidad de residuos que produce.<\/span><\/p>\n

Del mismo modo, dado el <\/span>dise\u00f1o del packaging<\/b>, este cumple el rol como empaque y como bolsa para transportar el producto.<\/span><\/p>[\/et_pb_text][et_pb_image src=\u00bbhttps:\/\/3rcore.com\/wp-content\/uploads\/2022\/10\/packaging-puma.jpg\u00bb _builder_version=\u00bb4.18.0″ _module_preset=\u00bbdefault\u00bb hover_enabled=\u00bb0″ global_colors_info=\u00bb{}\u00bb theme_builder_area=\u00bbpost_content\u00bb alt=\u00bbzapatillas puma\u00bb title_text=\u00bbpackaging-puma\u00bb sticky_enabled=\u00bb0″][\/et_pb_image][et_pb_text _builder_version=\u00bb4.18.0″ _module_preset=\u00bbdefault\u00bb global_colors_info=\u00bb{}\u00bb theme_builder_area=\u00bbpost_content\u00bb]

Thelma\u2019s<\/span><\/h4>\n

Thelma’s <\/b>es una marca americana cuyo <\/span>giro de negocios<\/b> son las galletas y los <\/span>dulces<\/b>. Para comercializar sus emblem\u00e1ticas <\/span>galletas<\/b>, ofrecen un <\/span>empaque <\/b>que toma la <\/span>forma de un horno<\/b>.<\/span><\/p>\n

Del mismo modo, la <\/span>distribuci\u00f3n del producto<\/b> dentro del <\/span>empaque <\/b>se da mediante bandejas. Por tal motivo, al retirar el producto para su <\/span>consumo<\/b>, estas simulan ser galletas reci\u00e9n salidas del horno.<\/span><\/p>[\/et_pb_text][et_pb_image src=\u00bbhttps:\/\/3rcore.com\/wp-content\/uploads\/2022\/10\/packaging-thelma.jpg\u00bb _builder_version=\u00bb4.18.0″ _module_preset=\u00bbdefault\u00bb hover_enabled=\u00bb0″ global_colors_info=\u00bb{}\u00bb theme_builder_area=\u00bbpost_content\u00bb alt=\u00bbpackaging innovador\u00bb title_text=\u00bbpackaging-thelma\u00bb sticky_enabled=\u00bb0″][\/et_pb_image][et_pb_text _builder_version=\u00bb4.18.0″ _module_preset=\u00bbdefault\u00bb global_colors_info=\u00bb{}\u00bb theme_builder_area=\u00bbpost_content\u00bb]

Tide<\/span><\/h4>\n

La emblem\u00e1tica marca de la corporaci\u00f3n <\/span>P&G<\/b> apost\u00f3 por una forma revolucionaria para vender el <\/span>detergente Tide<\/b>, incorporando el formato <\/span>Eco-Box<\/b>.<\/span><\/p>\n

Bajo una presentaci\u00f3n de 3 litros, el empaque consume un <\/span>60% menos de pl\u00e1stico<\/b>, por lo que tambi\u00e9n se trata de una propuesta <\/span>sostenible<\/b>.<\/span><\/p>\n

Siendo una caja con boquilla, el <\/span>empaque <\/b>se presenta como una alternativa para el uso del producto por <\/span>largos periodos de tiempo<\/b>.<\/span><\/p>[\/et_pb_text][et_pb_image src=\u00bbhttps:\/\/3rcore.com\/wp-content\/uploads\/2022\/10\/packaging-tide.jpg\u00bb _builder_version=\u00bb4.18.0″ _module_preset=\u00bbdefault\u00bb hover_enabled=\u00bb0″ global_colors_info=\u00bb{}\u00bb theme_builder_area=\u00bbpost_content\u00bb alt=\u00bbpackaging sostenible\u00bb title_text=\u00bbpackaging-tide\u00bb sticky_enabled=\u00bb0″][\/et_pb_image][et_pb_text _builder_version=\u00bb4.18.0″ _module_preset=\u00bbdefault\u00bb global_colors_info=\u00bb{}\u00bb theme_builder_area=\u00bbpost_content\u00bb]

Como puede apreciarse, el <\/span>packaging <\/b>es tambi\u00e9n una parte fundamental de un producto, ya que es un medio para <\/span>ofrecer valor<\/b> al p\u00fablico. En <\/span>3R Core<\/b>, como <\/span>agencia de marketing digital<\/span><\/a>, somos expertos en <\/span>construir identidades de marca,<\/b> materia que cumple un rol como la base del <\/span>packaging<\/b>.<\/span><\/p>[\/et_pb_text][\/et_pb_column][\/et_pb_row][\/et_pb_section]\n","protected":false},"excerpt":{"rendered":"

Uno de los componentes principales de un producto es su packaging, ya que es el primer contacto que el consumidor tiene con el producto real. Por tal motivo, muchas empresas profundizan en el valor que pueden ofrecer mediante un packaging bien dise\u00f1ado. Sin embargo, el dise\u00f1o de un empaque no reside \u00fanicamente en la propuesta […]<\/p>\n","protected":false},"author":3,"featured_media":21244388,"comment_status":"open","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_et_pb_use_builder":"on","_et_pb_old_content":"","_et_gb_content_width":"","footnotes":""},"categories":[9],"tags":[],"dipi_cpt_category":[],"class_list":["post-19673378","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-branding"],"yoast_head":"\nPackaging innovador | El arte y el dise\u00f1o detr\u00e1s de los empaques<\/title>\n<meta name=\"description\" content=\"El packaging es parte indispensable de la identidad de una marca, por tal motivo te presentamos innovadoras propuestas de empaques.\" \/>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" 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