Truth is, the packaging can make or break the deal. Considered too cheap and unattractive, not being able to highlight the product benefits and qualities, and the product will be disconsidered. The same product, in a smart, elegant packaging, will be an irresistible choice. Or at least it will catch your eye!
Packaging is the only marketing vehicle that 100% of the consumers who buy your product see. Not every consumer sees the brand's advertising, but all of the consumers who buy your brand interact with your package.
With any marketing message, there are 3 levels of consumer benefits: functional, emotional and self-expression. The high-end brands focus on the self-expression tier more, on the feeling purchasing a brand offers, on the feeling of making a smarter choice. At the other end, the value brands focus on the functional level, telling consumers there's no reason to pay more for the same product. In between there's always the emotional factor, which can balance the choice either way. And it's the brand that triggers emotions that often wins.
One of the most effective marketing tools that doesn't benefit of enough emphasis is the packaging. People are visual. Strong visual design assets have a way of sticking more than verbal communication. That’s why packaging has the power to sell consumers right at the retail shelf. The purchase decision is based many times on how compelling the story on the packaging is.
Whatever you are trying to sell, the most important is that you package shows the brand clearly, buyers shouldn't be left guessing with regards to what the brand name is. Then, it should create desire, make them want the product even if it wasn't on their shopping list. If it's either through a deliciously looking image, or a fun and creative package, it has got to stand out!
Through packaging, brands can be communicated at a glance by the use of signature color, a distinctive brand identity, unique graphics, typography and imagery, including an icon. Or a combination of several or all of these visual elements can come together to create visual impact. You don't even need to see the logo to know what brand it is.
Knowing how visual consumers are, marketeers should consider reallocating additional resources to packaging, this being one of the most tangible representations of brands. Fully developing the potential of visual design elements can lift brands by owning consumer mindshare and creating category leaders. So why wouldn’t marketers focus more of their resources on developing visual brand communication? On package design?
Have a packaging issue on your mind? Talk to us!