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Whether we like it or not, today we no longer sell a product for its intrinsic qualities, functional merits, or simply for its existence based on real needs. We sell a look, a story, a flavour, a colour … we sell a sensation more than a reason.
As leading element and fundamental marketing instrument, the packaging is not merely looking for the colour but more and more for material sensations as sight, touch …
The chromatic range for the next season anticipates all blue shades; yellow and orange, ivory and natural brown; acid green, fuchsia.
Bright rainbow shades enriched by the smartest grains go together with ‘ecru’ effects and natural colours of Tela Sacco (a buckram imitation grain) and Paglia (straw-plotted) papers.
Tone to tone effects, new finishings as ‘aged’ and ‘precious’ leather (Coco, Struzzo, Saffiano, Papiko, Cinghiale); oxidized and iridescent metals; and again pearl and satin effects, luminescent and shot colours even improved by so many and different embossings.
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