Opening ceremonies: Where has that magical moment of wonder gone?

摘要

Recalling his childhood, Dyfed "Fred" Richards, executive creative director, North America, at Interbrand, writes in Shelf Impact! that he loved being the firstrnperson in his family to break through the seal of any new package. Be it pushing a spoon through the seal under a jar's lid, zipping open a foil pouch, or pouring that first cascade of corn flakes from the box, there was something special about that moment.rnTruth is, Richards says, there still is. The opening ceremony is, sadly, becoming a lost art within the package-design world. Tamper-evident packages are dominating the market.rnCelebrating a package's opening is a precious consumer connection with a brand, arnmoment akin to opening a gift, an inherent part of the brand experience.rnWith Nivea, the foil inside that keeps the product from evaporating is carefully peeled back, and the cream is then gently scooped out with the fingers. The foil is never fully removed and discarded. Rather, it is meticulously repositioned each time prior to the cap being replaced.