Intrinsic value of industrial packaging design in brand image : case studies in the furniture industry

Abstract

Due to the vast documentation, it is well known that direct-to-consumer packaging has a big impact on brand perception and purchase decisions. However, packaging in the furniture industry is usually seen mainly as a logistical necessity rather than as an element to improve the customer experience. This thesis explores the value of furniture packaging design, beyond this view, by analysing the design elements implemented by successful furniture companies worldwide, by renowned Scandinavian companies, and highlighting some companies that have relevant innovative elements worth mentioning.

In the study, packaging elements are categorized into five main sections: materials, graphic design, functionality, sustainable elements and innovation of 25 furniture companies to identify patterns and the practices that contribute to these successful brands, and to reflect on what the current trends are.

The findings revealed that furniture packaging has been going through a gradual change in its design due to the shifting of trends and user expectations. And currently, companies are starting to opt for more sustainable and user-centred approaches.

Additionally, this study proposed a packaging design that resulted from the culmination of the average main characteristics of the analysed companies, which can serve as a practical guide for furniture companies seeking to either keep up with the current packaging trends or to leverage packaging as a competitive advantage in an increasingly eco-conscious and experience driven market.