Packaging is an essential part of product marketing that plays a crucial role in attracting and retaining customers. It is not just about enclosing the product but also about creating a visual appeal that sets it apart from the rest. The packaging design can influence customer perception, increase brand identity, and ultimately boost sales. In this post, we will answer six popular questions about packaging and explore its impact on branding and sales.
Packaging refers to the materials used to protect, store, and transport products. It includes boxes, bags, containers, labels, and other materials that enclose the product. Packaging can be made from a variety of materials such as paperboard, plastic, metal, glass, or wood. The design, shape, size, color, and graphics on the packaging are crucial elements that impact its effectiveness.
Packaging plays a significant role in creating brand identity. It is an effective tool for communicating brand values, personality, and positioning. The packaging design should reflect the brand's uniqueness and differentiate it from competitors. Consistency in packaging design across all products reinforces brand identity and builds brand recognition.
Packaging can influence the way customers perceive a product. A well-designed package communicates quality, value, and functionality of the product inside. The packaging should reflect the target audience's preferences and expectations. For instance, eco-friendly packaging appeals to customers who value sustainability.
Shelf appeal refers to how well a product stands out on a shelf compared to other products. An eye-catching packaging design can increase shelf appeal and attract customers' attention. Bright colors, unique shapes, or clever graphics can make a product stand out from the crowd.
Packaging contributes to visual merchandising by creating an attractive display that entices customers to buy. The packaging design should complement the store's overall aesthetic and create a cohesive brand experience. Proper placement and arrangement of products can also increase sales.
The packaging design can impact customer perception of a product, brand, and company. Poor packaging design can create negative associations with the product, while well-designed packaging can create positive perceptions. The packaging should communicate trust, credibility, and quality to customers.
"Packaging Design: Successful Product Branding From Concept to Shelf" by Marianne R. Klimchuk and Sandra A. Krasovec
"Packaging Essentials: 100 Design Principles for Creating Packages" by Candace Ellicott
"The Power of Packaging: Design for Sustainable Branding" by Mark Shayler
"Package Design Workbook: The Art and Science of Successful Packaging" by Steven DuPuis and John Silva
"Packaging Design in Japan" by Ian Luna
