Create It Packaging
What Batman Can Teach Us About Packaging
2014 marks the 75th Anniversary of Batman. Glance at 75 years worth of iconic Batman suits here, and imagine the bat suit as retail product packaging for the Batman brand of DC Comics. Remember everything about the caped crusader, from the bold BAM-POW fonts in the TV classic, to the dark theatrical interpretation by Michael Keaton, and even the controversial anatomically correct bat suit donned by Val Kilmer. After countless mock-ups, production iterations, and acting portrayals, the legend of Batman continues to thrive in spite of these costume design changes.
Even now, comic fans are chomping at the bit after seeing the infamous “reveal” of Ben Affleck in the latest bat suit.
Success Lies In The Packaging Fold
The impact of Batman’s suit is determined by the manner in which each story’s messaging unfolds. Provided the product (in this case, the story and acting) portrays a socially relevant message, the packaging represented in the suit will compel a powerfully branded experience. Consumers are acutely aware of the Batman brand, so rather than reinventing the wheel with each bat suit, the distinguishing factors of each production-run should be those that reacquaint viewers with the benefits of a timeless brand and introduce them to a side of the product yet undiscovered.
Packaging Helps the Product Speak for Itself
Batman’s mask, for example, contains a product window where his mouth is displayed to provide viewers glimpses of the superhero’s emotions. Each grimace, smirk, and scream is highlighted through this feature, so the packaging of Batman’s mask must be flexible and its coloring must accentuate the actor’s skin tone. Flexible packaging is, of course, another key feature of the suit that allows Batman’s fighting skills to defend the citizens of Gotham City against any opponent. To that end, rubber-like materials are the most flexible and visibly protective for packaging our superhero.
Packaging Legendary Brands
Notice how the color and material of the bat suit changed numerous times throughout the years, and the yellow oval behind the Batman symbol disappeared after Michael Keaton’s portrayal. Yet, the product’s poignant stories and social principles are consistent throughout, and they remain etched in consumers’ minds. Great packaging attracts consumer attention to the timeless, human experience of the Batman product, and it keeps viewers coming back.