Product packaging plays a crucial role in the development of any company and its marketing strategy . With new opportunities emerging in the industry , a simple cardboard box has become a communication channel and a silent salesman as brands look to closely engage and entertain customers . to provoke the customer to think about the brand beyond its product . Is it young and dynamic or seeped in heritage and tradition ? Does the brand adopt an ecofriendly approach ? What are its core values in general ?
MARKETING
What Is The Value Of Product Packaging In Marketing ?
By Joe Nyutu
Packaging differentiates the brand from the competition . A firm wants its products to stand out and be noticed even before someone has made a purchase or tried them out . Your first means to do this is through the design of your packaging . Our product packaging design can be the difference between a disappointed customer and a loyal advocate . Retailers tend to group similar products together so the need to make your product stand out from the competition is vital .
Packaging is the activity of designing and producing the container or wrapper for a product . Traditionally , the primary function of the package was to contain and protect the product . Today packaging performs numerous functions including attracting , attention , describing the products and making the sale . A good package is one which is in line with the packaging concept : should offer protection , introduce a new dispensing method , or suggest product qualities . A good package further addresses issues such as size , shape , materials , color , text and brand mark .
There are three levels of packaging : primary package - this is the product ’ s immediate container that is the tube containing the after shave or tooth paste , secondary package - this is the material that covers or protects the primary package and is discarded when the product is just about to be used . The shipping package - this is the packaging necessary for storage , identification and transportation .
Packaging used to be seen as nothing more than a necessity , a layer to protect the product inside and to transport it from point A to B . Manufacturers did not pay much attention to branding simply because there wasn ’ t an expectation from the customer . Product packaging plays a crucial role in the development of any company and its marketing strategy . With new opportunities emerging in the industry , a simple cardboard box has become a communication channel and a silent salesman as brands look to closely engage and entertain customers .
Packaging is an opportunity to tell customers who you are as a brand and what you believe in . Product packaging should not scream at the customer - “ buy me !”. It needs to be intriguing , create a mood and prompt a range of emotions . It needs
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Product packaging plays a crucial role in the development of any company and its marketing strategy . With new opportunities emerging in the industry , a simple cardboard box has become a communication channel and a silent salesman as brands look to closely engage and entertain customers . to provoke the customer to think about the brand beyond its product . Is it young and dynamic or seeped in heritage and tradition ? Does the brand adopt an ecofriendly approach ? What are its core values in general ?
Additionally , packaging is a communication channel . Some retail companies use stickers and labels to provide information about the product , or to point customers towards social channels . A florist , for example , may place a hand-written message inside the box if the order is celebrating a special occasion .
When designing packaging , ensure the design works well with the product type and experience the company is trying to create . It needs to effectively illustrate what is inside and what value will be gained from using the product .
The company product packaging should additionally match up with advertising efforts for that product or product line . If the company has TV ads , magazine ads , or digital ads , it is crucial to make sure everything is streamlined . Consumers that see the company ads and would like to buy need to be able to easily identify the product .
One can test the relevance of packaging to the actual product using a focus group . Ask the participants what they expect to be inside and if expectations were met when they opened and used the product .
In the culinary world , there is a saying that people eat with their eyes . Beautifullooking food makes people not only want to consume the food but also to believe that the food actually tastes better . In marketing , this shows that product packaging is ultra-important . Having a memorable
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