PACKAGING — A BRAND’S MOST IMPORTANT MARKETING TOOL
In the culinary world, there’s a saying that people eat with their eyes. Beautiful-looking food makes people not only want to consume food but also to believe that food actually tastes better. In branding & marketing, this shows that product packaging is ultra important. Having a memorable presentation affects perception, and will keep customers returning again and again.
All brands are not equally liked by the consumers. Consumers carefully select the brand by meticulous analysis of a number of factors associated with the products like brand name, manufacturer, packaging, price, content and many more. You have spent money on creating the perfect product, but to get consumers to pick your product over others, you’ll need to grab their attention.
Packaging your Product:
Packaging is more than just placing your product in a box. It is very much a contributing factor for increased marketability. The right packaging and branding develop a positive image of the product in the minds of consumers. It can make your product memorable, easy to find and appealing to new and return/repeat customers. Your product’s packaging serves several purposes. The most important is keeping your product secure and undamaged during shipping.
Example:
Apple is known for its clean, minimalist packaging. If you have ever watched an unboxing video for a new iPhone, you know why people love Apple’s packaging.
Packaging Functions:
Great packaging is especially significant for growing startups because it can have a direct impact on sales and a company’s overall appeal. Packaging can
(1) Help you stand out from the crowd
(2) Sets you apart from the competitors
Nowadays packaging is designed to take care of the convenience for its use. In the case of many products, reusable packaging is also used to attract consumers for its purchase. It is a function of both physical distributions as well as advertising. Hence it is essential to use the latest techniques and materials for packaging. Think about the factors like nature of the product, size, structure, materials to be used would be suitable for the product or not and so on.,
Packaging Decisions:
Did you know? The purchasing decision of the customer is mostly influenced by the packaging of the product. Hence many times, you will find that books pay a lot of attention to the cover photo. The most creative and appealing packaging will directly influence consumers’ decision making. Consumers usually prefer a product which is adequately packaged; the outer cover contains all the necessary information about the product and the manufacturer and also the method of using, consuming or operating the product. Remember packaging carries aesthetic values too. Packaging is a great marketing tool to add value to the brand.
1. PACKAGING DIFFERENTIATES YOUR BRAND FROM OTHERS
There are thousands of products on the market strive to get customers’ attention. According to The Paper Worker, one-third of a consumer’s decision making is based solely on product packaging. To succeed, your product packaging has to stand out from the crowd and grab the attention of your buyer. Always make your customer (target market) a priority and think what would motivate them to buy your product, what is their age, gender, economic status etc., Also, determine the purpose of your product and what message you want to deliver through your packaging to the consumer.
2. MAKING THE RIGHT CHOICE FOR THE PACKAGING COLORS
Colour is the best way to reflect and enhance a unified image and branding of your product as it is such a visual medium. Your choice of colours should relate to your logo and reflect the package to you are designing.
Why it is important?
Your brain reacts to colours in different ways, for example, products with white packaging convey simplicity, safety and purity. A light sky blue colour is considered more playful, while a dark blue is considered much more professional. The more the colours you add to a product’s package the less attractive it looks. Hence the colours used in your product packaging play a key role in consumer buying decisions.
Fact to know: 75% of pencils sold in the U.S. are yellow
When you wish to look very professional, go for blue colours in your designs. When your brand is more cheerful, try finding a mixture of very light, warm colours. Colour preferences differ based on age and gender. If you are targeting kids, avoid red. Teenagers and people in the 30s are prone to like purple, which can be a nice novelty in packaging design. Choosing black will appeal to younger people.
White & Black will define your brand, determine the purpose of the product and provide the best combination that fits your brand.
3. PACKAGING CREATES BRAND RECOGNITION
Product packaging can be a helpful branding tool to make your products easily recognize. The logo needs to be placed in the right place either in the front or centre of the packaging. This helps consumers to remember your product next time they shop.
Marketing and merchandising are all about the details, so highlight the features, display the ingredients creatively with its benefits. Through packaging, you can easily give instructions to your consumers on “How to cook” / “How to use” the product. Highlight the features like “100 % Natural”, “Organic”, “Home-made” etc., Make your packaging design effective to boost your sales and stand out from the crowd.
4. PACKAGING MATERIALS:
Creating an eye-catching packaging design that can be reproduced for years is a real challenge especially with design trends now demanding biodegradable or renewable packaging. There are a large variety of materials and containers that are used for packaging. Some of the most commonly used materials for packaging are:
- Paper & Board are widely used because of its low cost and it can be easily decorated. Cartons, leaflets, corrugated cases, rigid boxes are some of the products made up of paper and boards.
- Glass is also a popular & useful material used in packaging. Glass makes the product directly visible and it is highly recyclable & can be moulded into a variety of shapes.
- Metals used in packaging are mostly tin-plated or aluminium and it is used to make food and drink cans, aerosol cans, tubes and for confectionery & biscuits. Metals packs are recyclable.
Make sure the material you choose can hold the items securely, prevent any leakage or breakage and protect the content while distribution.
Bottom line:
Packaging is the final salesman on the frontier. Packaging is an integral and important component of the product. It does not only add the convenience of handling but also act as a tool of promotion. Carefully consider every aspect of marketing the product and that results in the most profitable impact. We specialize in creating customized packaging as well as branding services. Uplift your branding services with White & Black.
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