18/10/2023
The role of packaging in marketing a product
Packaging of a product plays a decisive role from shelf to cart, as marketing’s critical tool. The packaging not only provides protection for the packaged product, it also makes shipping and transportation free of complications.
In addition to the aforementioned, your packaging needs to stand out from the competition. The importance of packaging cannot be overstated since it fulfils a variety of functions including brand identity, recognition and customer loyalty.
Packaging discerns your brand from the competitors. Essentially, with smartly designed packaging your products will stand out and be noticed even before someone has made a purchase or tried them out.
The size, shape and construction of the packaging may be similar for comparable products, but the design can often be very different. The actual paper-tube that contains potato chips will always be identical, but few people would mistake the Pringles design for its competitors.
Color of the packaging would have a real impact on our purchasing decisions despite of our belief of being too sophisticated. Choosing the right colors of your packaging can help invoke an emotional response from customers.
Black makes a striking impact and is associated with both luxury and authority while white can represent simplicity and purity. Passion and emotions can be communicated through red packaging, whereas green can represent nature – oriented approach.
Product packaging is an unavoidable marketing tool. It’s a channel of communication to project brand image as well as supply people with vital product information.
Memorable and interesting packaging can communicate a message of your brand. It can also reflect your brand values in the choices made for your packaging. Perhaps your packaging is luxurious and high-end; alternatively, it might have an artisan and handmade feel. Whatever you choose your choice of materials and the information your packaging includes will communicate a message to potential consumers.
Essentially, iconic brands are immediately recognizable. Think of the Nike swoosh, the Coca-Cola font, or the Food Panda icon.
If the colors, fonts and designs of your product attracts your customers then it positively influences their choice and this same attraction can help them recognize your brand in the future. It also makes it easy for consumers to make repeat purchases without having to search too hard.
