Packaging ensures that products create enough confidence for us to take them home.
Packaging is an invaluable marketing tool, not only acting as a container for the product, but also playing a role in the tangibility of the brand experience.
The packaging has a great responsibility, as it is a great representative of the brand.
What is packaging?
It is a process that involves all activities related to the design, production and evaluation of the protective and informative element of a product in order to make it attractive to end customers, protect it during handling, storage and transportation, as well as to provide all stakeholders with information about the brand and product characteristics.
Nowadays, packaging is a powerful marketing tool as it helps to generate value, affect consumers’ perception of quality and drive sales. Packaging should not be confused with packing. Packing refers to wrapping a product to provide it with security. On the other hand, packaging, in addition to considering the safety of the product, also considers its visual appeal and the way it communicates information about the brand and the product.
Good packing protects the product, but packaging protects the brand!
Its main objective is to make a positive impact, and to do this it must connect with what the consumer wants and their motivations.
Differentiation is difficult to achieve, so it is important to focus on brand identity and values.
What does good packaging design have to take into account?
It is very important to understand how the human mind works in decision-making processes, in order to anticipate and create better experiences.
It is the study of the cognitive and neural mechanisms of our aesthetic appreciations. We can identify the shapes, objects and pieces that our brains find most attractive.
When shopping online, people expect a different, better and seamless costumer experience than the one offered at the point of sale.
- Emotional reactions
The reactions that make our brain classify the stimulus that a product provokes in it. Every time we see the same product, our brain activates the same physiological reaction.
“85% of shoppers recognise that in-store elements, price, packaging and displays influence them more than out-of-store marketing actions.”Booz & Company
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