Macarena Moraga, our Creative Director, was interviewed by VAS 4.0 Magazine about the creative market in Chile and trends in packaging development.
“The environmental crisis has brought new challenges to the industry”
The Creative Director of this renowned agency bets on innovation and trusts in the talent of national designers. She also affirms that they have nothing to envy to foreign professionals. However, companies need to have the same level of confidence.
About Taking the Step
For Macarena, the rise of entrepreneurship and new brands has definitely refreshed the market at national level. This has allowed the development of more daring and original packaging. And, according to the specialist, it “really has a positive impact on sales and that is something that companies are understanding: that design increases the perceived value of your product”.
In addition, Moraga comments that “the environmental crisis has brought new challenges to the industry and sustainability is becoming increasingly important. As a result, it is forcing both companies and designers to innovate in this area, which I think is very positive”.
“At Hey we have been fortunate to work with medium-sized companies, which have dared to innovate and reinvent themselves, obtaining very good results”, says Moraga; “however, we would like to see more large companies daring to take the plunge”.
In this sense, the designer believes that Chile is still a country “of a few large companies that manage the vast majority of products and services. Consequently, it is more difficult or risky for them to change their image, or they are not willing to invest in substantial changes. Instead, they ‘make themselves up’ as sustainable, and this, in the long run, we believe that this will cost them”.
In addition, Moraga affirms that “in Chile there are very good professionals, who have nothing to envy to designers abroad: the only thing missing is that companies dare to trust”.
Read the full article here (in Spanish)