Packaging.Paige.Yim

paige yim, [email protected]

Engagingwith ritual

The task:Convince Japanese consumersthat unpackaged goods are moreaspirational than packaged goods

A minimally packaged good isperceived as lower quality

The challenge?

’Lets figure out why this perceptionexists by looking at Japanese society

The Japanese culturevalue structure and order

Geisha’s elaboratepreparation time - hair,painting of face,wrapping of kimono

Teaceremony

Misogi

Structure breeds rituals, theunderlying fabric of Japanese culture

Superb craftsmanship and ingenuitystem from this ritualistic culture

Failure to follow all theserigorous steps compromises therituals integrity and outcome’

A similar standardis placed upon wrapping

Wrapping is a formal ritualthat pays regards to its recipientGift wrapping is multi-functional - protects, embellish,preserve modesty or express respect

The recipient judges the extent of respect that the giverhas for them based on the gift s presentation

How an object is wrapped reflects favorably or poorly onthe patron s character and competency

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The ritual of wrapping haspermeated into Japanese packaging

The Packaging Ritual

Planning attention and care

Implementationsmart, clever design

Unwrappingappreciation

Consumer involvementstarts and ends at thefinal stage of the process

The process requiredfor a well-designedpackage has becomea ritual in itself

“All the effort spent to make theunwrapping a pleasurable experience,you don t just give some present: thewhole act is part of the treat itself”- French philosopher, Roland Barthes in “Empire of Signs”

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Unwrapping is anemotional experienceThe Japanese are thoughtful people, they considerthe attention and care that goes into a beautifullypackaged/wrapped product

During unraveling, as each intentional detail revealsitself, the customer experiences a symbolic interplaybetween the company and themselves

Unwrapping is such an honoredpart of the packaging ritual thatyou will never see a Japaneseperson rip apart wrapping-paper

A minimally packaged good isperceived as lower quality because itdeprives the consumer from the

experience of unwrapping

The real challenge?

Now that we understand thecultural forces that drive excessivepackaging, what can we do?

Solution:Appeal to theirenvironmental virtue

Will this work?No, we discredit the power of ritual if weassume that virtue can replace ritual

Campaign:The act of unwrapping is fleetingbut the effects are lasting

How do we makethe ritual sustainable?

The ritual, itself, isn t theenemy. Keep the experience ofunwrapping intact but replacethe wrapping with a desirableyet sustainable method

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The Packaging Ritual

Planning attention and care

Implementationsmart, clever design

Unwrappingappreciation

We need to getconsumers involved earlierin the ritual process to cutdown on packaging

Involve theconsumer atall stages

Early EngagementThe solution?

How do we engage them?風呂敷

Furoshiki

Furoshiki refers to Japanese wrapping cloth

The cloth can be tied and folded in multipleways to create different wrapped designs orit can even function as as a bag

Furoshiki creates earlyengagement withconsumers by invitingthem to join in themeticulous process ofpackaging

Consumers can choosetheir own cloth andlearn different foldingtechniques

Furoshiki works withculture, not againstit. It promotes one ofthe traditional artsand crafts of Japan

Limited-edition, signature designer printed cloths available for purchase,i.e Louis Vuitton, Gucci, Dior, etc.

Get Japanese celebrities to design their own cloths and massproduce for purchase, proceeds will go to The Japan Foundation

Free workshops that instructs attendees different wrapping techniques

Prior to the grand opening of art-related venues/art forms, wrap thepremises with cloth. At the reveal, the cloth will be unwrapped and latercut into smaller pieces to give to first customers

Champion furoshiki as a hobby by encourage the trading and exchange ofcloths

The Japanese are entertainment-junkies. Create a reality tv show aroundan expert furoshiki artist. The expert must create all the standardfurnishings of a home with cloths

Some ideas to bringfuroshiki to the forefront

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All of these activities will influence consumersto value furoshiki over regular packaging andthats when companies will take action

Incorporate furoshiki aspart of packaging culture

The ultimate goal?

Thank you

Some points of referencehttp://web-japan.org/trends/lifestyle/lif071003.htmlhttp://tinychoices.com/2008/01/10/furoshiki-wrap-wrap-revolution/http://www.apartmenttherapy.com/la/look/the-carry-all-technique-of-furoshiki-029455http://www.kantei.go.jp/foreign/m-magazine/backnumber/koizumi/2006/0420.htmlhttp://www.japan-zone.com/modern/http://hubpages.com/hub/art-of-japanese-gift-wraphttp://pingmag.jp/2007/08/31/japanese-packaging-design-series-1-gifted-with-beauty/http://furoshiki.com/home.phphttp://en.wikipedia.org/wiki/Furoshikihttp://pingmag.jp/2006/04/04/furoshiki-preventing-garbage-through-traditional-wrapping/http://pingmag.jp/2006/04/04/furoshiki-preventing-garbage-through-traditional-wrapping/