On 26 November 2026, the third and final day of the Paris Talks at ALLFORPACK EMBALLAGE PARIS will spotlight the most visible dimension of packaging: its power to attract. Design, storytelling, colours, shapes, marketing and environmental claims will all be explored. Behind the theme “Shining” lies a clear objective: making packaging a strategic lever for brand differentiation. Alain Baraton, an emblematic figure of Versailles, will open the day.

Shining: design as a strategic language

After “Reinventing” and “Regenerating”, the closing day of ALLFORPACK EMBALLAGE PARIS 2026 will spotlight what happens in the final metre, the one that separates the shelf from the consumer. This third day will explore packaging as a surface for expression, a marketing tool and a vehicle for brand storytelling. The stakes are concrete: differentiation in saturated retail aisles, consistency with the CSR commitments claimed by brands, credibility of environmental claims and, of course, commercial performance. In a context where packaging concentrates a decisive share of brand value, its ability to shine becomes a strategic asset in its own right.

Portrait of a man in a blue shirt lying in the grass, resting his hand on his face.

Alain Baraton: the connection between gardens and packaging

The choice of Alain Baraton to open this day deserves to be highlighted. Head gardener of the National Estate of Trianon and the park of the Palace of Versailles since 1982, and also responsible for the National Estate of Marly-le-Roi since 2009, he embodies a singular figure in the French cultural landscape. A weekly columnist on France Inter since 2003 with “La main verte”, also appearing on France 5, he is also a correspondent of the French Academy of Agriculture and the author of around thirty books.

Why choose a gardener to open a day dedicated to the desirability of packaging? Because his profession sums up, almost literally, what will be discussed throughout the day: showing, revealing, staging, telling a story. The park of Versailles does not simply protect plants; it showcases them. It transforms a botanical ensemble into an experience, a narrative, an emotion. This is exactly what the best packaging does: it does not merely contain, it conveys. Alain Baraton is also the man who, in 1999, had insecticides banned from the gardens of the Palace of Versailles, proving that aesthetics and environmental responsibility can move forward together. The parallel speaks for itself: it is precisely this connection between beauty and rigour that the packaging sector is invited to explore further.

Design and visual identity as territories of expression

Throughout the day, the programme will devote a large part to the creative levers of packaging: colour as the first marker of identity, shape as a distinctive silhouette, and their combination as a signature. The finding no longer needs to be demonstrated: 8 out of 10 people say they are influenced by packaging at the time of purchase. But what changes in 2026 is the level of sophistication expected. Consumers are no longer simply looking for an attractive product; they are looking for a story. Packaging design is becoming an emotional language, capable of translating values into immediate visual cues.

This creative dimension runs through the entire ecosystem of ALLFORPACK EMBALLAGE PARIS 2026 via the Design and Printing sector, which highlights innovations in graphic creation, digital printing and finishes. This territory has already been explored through visual identity at the heart of ALLFORPACK EMBALLAGE PARIS. The show itself embodies this requirement: the 2026 visual campaign won the Silver Award at the TOP/COM Grands Prix Corporate Business. Proof that packaging design is a discipline which, when approached with ambition, can appeal far beyond the shelf.

Storytelling, marketing and claims: the limits of the promise

The second major guiding theme of this third day will address packaging as a storytelling medium, with a new requirement: sincerity. Storytelling has become an essential lever in brand strategies, but it now faces a growing demand for verifiability. Consumers expect brands to keep their promises, and mistrust grows whenever a gap is perceived between the message displayed and operational reality.

Four speakers take part in a panel discussion on stage, with one of them speaking into a microphone.

This requirement is taking concrete form through a tighter framework for environmental claims. The AGEC and Climate & Resilience laws, reinforced by Regulation (EU) 2025/40, now set a precise legal framework for the environmental characteristics displayed on packaging and the associated communication methods. The final day of Paris Talks will devote a dedicated session to this issue, in continuity with the regulatory topics addressed by ALLFORPACK EMBALLAGE PARIS throughout the year, including during the webinar on the future of plastic packaging. Shining, yes, but on solid foundations. The desirability of packaging can no longer be disconnected from the credibility of the brand behind it.

See you at Paris Nord Villepinte from 24 to 26 November 2026

With Kelly Massol, Maud Fontenoy and Alain Baraton, ALLFORPACK EMBALLAGE PARIS 2026 brings together three powerful voices to open the three days of a programme designed as a trajectory: reinventing, regenerating, shining. Marketing directors, packaging design managers, product managers, brand founders, buyers and R&D managers: every profile will find on Day 3 the keys to transforming packaging into a strategic asset that is creative, responsible and high-performing. Book your visitor badge for ALLFORPACK EMBALLAGE PARIS 2026 now and join professionals from the sector at Paris Nord Villepinte from 24 to 26 November 2026, for three days of discussions, demonstrations and conferences at the heart of all the sector’s transformations.

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PARIS TALKS: REGENERATING THE SECTOR AT A TIME OF CHOICE