The Anatomy of Product Packaging
Chapter 01 — Understanding The Information System
A consumer purchases product from the eyes first, and the wallet follows.
Ever since 1930s, packaging has been a silent salesman for the product. On the shelf, a consumer looks at the product through its packaging and starts to form perceptions about the quality of product and its value for them. A great packaging emotionally appeals to its consumers and allows them to imagine what they can do with the product. If successfully achieved, these emotions often convert in a purchase decision.
Product packaging is carefully and very meticulously designed to go beyond its emotional appeal and to serve important functions critical to ensure that the product delivers a great experience post purchase. Some of the key functions product packaging plays are:
To contain
the product efficiently, and to define the quantity of distribution and consumption.
To protect
the product from theft or physical damages caused from shock, vibration or compression during transportation.
To preserve
and extend shelf-life by preventing contamination from microorganisms, air, moisture, and biological changes.
To communicate
and allow consumers to identify and recognize the brand or product on the display.
To promote
and draw consumers attention to information that appeals to them and influence their purchase decision.
To transact
and allow logistical and commerce capabilities that can easily integrate with various secure sales systems.
Attributes of Packaging
The product packaging comprises of several cues that come together to present consumers a clear value proposition that can affect their perception of the product quality and influence their decision. These vital cues can be classified into four categories — intrinsic cues that are inherent to the product, structural cues that define tangible properties of the product, extrinsic cues that are properties outside of the product, and transactional cues that allow for the transactions.
The Anatomy of Product Packaging
1. Extrinsic Cues
These cues directly affect consumers trust and are probably the most influential indicators of their perception. If the consumers can relate to the brand, they are more likely to relate with the product as well.
Brand Identity — The outward expression of a brand including its name, trademark, communications, and visual appearance that allows consumers to recognize the original manufacturer.
Product Name — A critical part of the branding and often inseparable from its identity, its primary function is to let consumers associate a meaning to the product.
Product Message — It includes lines, symbols, graphics, illustrations, typography, patterns, pictures, etc. to give consumers an idea of who the product is designed for.
Place of Origin — Mostly relevant for unknown products. The source authenticates its history of ownership, its cultural associations, and the assumptions of the product quality.
2. Structural Cues
These cues constitute the tangible attributes of the product which together form the first stimulus that consumers respond to, before they consciously process any information about the product.
Color — A visual perceptual property that instantaneously evokes a response and often conveys a meaning or message without words.
Shape — The geometric properties defines the form of product or its container which suggests potential use of the product.
Texture — The surface characteristics that help define a distinctive character and quality of the product.
Material — The elements that define the surface can evoke consumers emotional response of the anticipated product experience.
3. Intrinsic Cues
These cues define the inherent properties of the product itself and allows consumers to understand its utility for their purposes.
Instructions —An inseparable part of product communication, they define consumer behavior around the product.
Ingredients — All the key components and/or substances coupled together to make the product function, defines its applications.
Shelf-life— The period for which the product is good to be consumed, allows for a fair assessment of its value.
Volume — The quantity determines not just the portioning and distribution patterns of product, but also affect the consumption patterns.
4. Transactional Cues
These cues deal with the economics of decision making process, elevates product perceptions and provide consumers with information that helps them do a value assessment of their purchase decision.
Price — The most objective cue which enables consumers to individually assess the value of purchase, they equate their perception of the product or services they will get against the payment they make.
Quantity — A measurable property of the product which signifies the quantum of benefits and justify the product price.
Promotion — The information intended to differentiate a product and increase its demand includes contests, coupons, rebates, premiums, prizes, and product samples.
Barcode — The universal product code that allows retailers to access and organize information necessary to complete transactions like sales, inventory check and other logistical operations.
Although the art and science of product packaging goes far beyond these cues, it is an incredible form of design that almost instantaneously delivers an experience and often strikes a chord with its onlookers. In the next article we will discuss in detail how product packaging impacts our perceptions, and thus affect our purchase decisions.
