Packaging can be theater. It can create a story. Steve Jobs.
There are many companies which have the illusion that packaging is as important as the brand. The product packaging design plays a key role for the branding of product and therefore in its market success. It should be noted that the more original and special a package, the greater the number of consumers it will attract. In addition, the best possible packaging allows differentiation from competition and offers a unique opportunity, both at B2B and B2C level in order to build a shared understanding of the product for both companies and the end consumer.
Packaging as an extension of the brand
Packaging, as brand ‘’ambassador’’, plays an important role for the placement and acceptance of the brand in the market. According to a study carried out by the market research company Mintel, the loyalty of a large percentage of consumers, reaching the 94%, is primarily affected by the packaging.
Therefore, a well-designed packaging that contains a clear corporate identity message determines to a large extent the decision to purchase.
If a product or brand has a leading market position because of the quality and value of the product, then packaging should reflect that position as well. High quality printing, unique design that supports branding strategy and unique materials help consumers to differentiate a brand from other competitive brands.
Building customer relationship
Packaging is a key "component" in building the brand-consumer relationship, even after purchase. For example, the packaging of specific products such as toothpaste or office products clearly affects the way in which the brand is perceived each time the product is used. For example, is the packaging aesthetically pleasing? Does this packaging make our lives easier or more difficult? A pleasant consumer experience resulting from packaging can enhance loyalty and increase the amount of consumers who are willing to purchase the product.
Communicating through packaging
The meticulous design of a package makes it easy for the consumer to find information. If the information listed is difficult to be found, read, or used, the package may not meet the end consumer’s expectations. A typical example of products for which packaging information is very important is cleaning products. The importance for those products is not the appearance of packaging but to communicate (often in more than one language) clear product information, explain how the product differs from corresponding market products and describe exactly how the product should be used. Creating a branding experience that makes our lives easier and minimizes the chances of feeling disappointed because of product misuse will greatly contribute to building trust.
Protection of product
The appearance and status of product packaging when the final recipient received it greatly influences the perception that the consumers will subsequently have of that particular brand. If the package is torn, crushed or defective in any way, not only it does not help to build trust, but also ruins the overall image of the product. That is why it is extremely important, especially when it comes to electronic transactions, to check the package before shipping in order to re-package the product. Therefore, before designing the perfect packaging for your products, remember that in order to stand out from competitors, it's important not to sacrifice function on the altar of aesthetics, because both are equally important!
Packaging as indicator of the quality of a product
According again to a study carried out by Mintel, high quality food packaging is an indicator of product quality for 1 in 3 consumers. The new era in consumer goods therefore commands to create packaging that not only focuses on shelf diversification, but also helps to create a separate identity, giving consumers a greater motivation to buy the product. In short: a durable packaging protects the product. A separate packaging protects the brand.
Packaging and product as a unit
The packaging should always complement the product. Therefore, the packaging and the product should be one unit, ie the packaging should make the quality of the product externally visible.
New opportunities provided by digitalization
Provided that the digital age creates new business opportunities by developing new ways of communication with consumers, smart packaging is added to these ways and brings added value. There are often cases when a consumer chooses to buy or reject a product online, depending on how attractive the packaging is.
It is obvious that the greater the use of the Internet, the more emphasis is given on how products are presented.
Packitup gives you the opportunity to choose a packaging among a huge variety addressed to all industries and all occasions and create your own packaging using the logo, text and colors of your corporate identity, resulting in a package that perfectly represents your brand's philosophy and aesthetics, enhances loyalty and offers your consumer a unique shopping experience.
Packitup – Your Logo, Your Packaging!
