Packaging is not supposed to be an obstacle to people buying the products.
Anyone who’s bought anything from Apple knows how beautiful an experience unboxing their products is. Not only is this an exciting process but there’s an aura of intrigue that makes the product something grander.
Packaging is an essential marketing strategy to glamorize a product in order to attract the consumer’s attention. Many consumers will judge a product by its packaging before buying it, so creating convincing and attractive stationary will build first time buyers intrigue.
Packaging is literally the product identity. Another all time classic case of is the Coca Cola bottle. On it, Coke displays an instantly recognizable logo and distinctive shape, which pushed the product to global fame. In many cases, as with coke, the packaging is so significant that it costs more than the product itself. As a result, packaging should be included amongst the four P’s of marketing: product, place, promotion and price.
The following summary touches upon the most key points to consider when having an agency brand your company’s packaging:
The objective of product packaging is to protect the product from damage. Product packaging not only protects the product during transit from the manufacturer to the reseller, but it also prevents damage while the product sits on retail shelves. Most products have some form of packaging. For example, soups must have a container and package while apples may have packaging for transport but not to sell the product from the production of the local grocery store.
How a product is packaged may be what attracts the consumer to take a look on the product as is sits on store shelves. For this reason, many companies conduct extensive research on colour schemes, designs and types of product packaging that is the most attractive to its intended consumer.
Packaging also plays an important role for portraying information about the product. Outside packaging may contain directions on how to use the product or make the product.
Facilitates Purchase Decision
Packaging may also contain ingredients and nutritional information about the product. This information can help to sell the product because it allows potential customers to obtain the necessary information they need to make a purchase decision. Information contained on a package may propel the reader to buy the product without ever having to speak to a store clerk.
Packaging can also differentiate one brand of product from another brand. Because the product packaging can contain company names, logos and the color scheme of the company, it helps consumers to identify the product as it sits among the competition’s products on store shelves. For example, as a shopper walks through the coffee aisle of the local grocery store, the bright orange, pink and white packaging of the Dunkin’ Donuts coffee brand may be easily recognizable for the consumer to grab on his way by the coffee shelf. The shopper may identify with the company brand, which propels them to buy the product. If the product packaging changes, it may alter the brand perception of the company, which doesn’t mean that the consumer would not still purchase the product, but it may delay the purchase until the person is able to identify the product according to its new packaging.