Packaging is the first thing a customer sees when buying a product. It is the first communication that a brand makes with consumers. The cover of a book is the brand. Simply put, packaging is the wrapper that surrounds the products. However, packaging has more to it than just looks.
It is the most influential creative tool used by a band. It not only protects the products from environmental factors but it also tells a story. It is what makes people recognize the brand. A company that has mastered the craft of packaging will definitely have a greater impact on consumers than its competitors. Despite this, a study conducted by Shore Packaging Corp. shows that only 11% of consumers feel completely satisfied with packaging.
Role of Packaging
Packaging plays a vital role in not only protecting the product but also helping to improve the brand image and boost sales.
Let us discuss the various roles of packaging:
1. Protection and Preservation
The basic requirement of a package is to protect the product as well as keep it safe for a long time. This is why a package is required in the first place. A good package ensures that the product is not easily damaged by alimentary agents and also protects it from impact to some extent. Milk cartons ensure that the milk does not leak out. Wheat packaging keeps ants and germs away. Packaging for electronics ensures that water does not seep in and the product is not easily damaged. This is the most basic requirement of packaging. A bad package ruins the product and creates a bad image in the minds of consumers. A packaging that fails to protect its product can ruin a brand completely.
For a long time, eBay was infamous for poor packaging. Many consumers would get angry when they received damaged products. This affected eBay’s brand image very badly and they had to completely rethink their packaging process.
2. Usability
Another basic requirement of a package is to make access to the product easy. Taking the time to think about user convenience makes your brand stand out from others. This is evident from Frooti’s new packaging design. They have replaced the straw poke-hole for a lid that can be opened and closed again. This allows the consumer to not only drink their juice better but also save it for later.
3. Information
The third basic requirement of a package is to provide all the relevant information to the users. This helps consumers quickly understand how to use the product. Without this information, consumers can get really confused and this can lead to negative marketing. No one wants to waste their time and so it is best to provide simple examples of how to use the product on the packaging.
It also saves the brand from legal hassles as the information on the package is attributed to the information provided by the brand. Thus, the job of every good package is to include the possible harmful reactions and side effects of the product.
4. Sales Promotions and Offers
You must have seen products that come with complimentary services and supplies. This is a part of the various sales promotions and offers being given by the brand. A good package will always include the offers and promotions in the packaging itself. An example of this is shampoo bottles that come with a free conditioner given within the package. Another example of this is toothpaste cans that include a free toothbrush inside the packaging. This guarantees the promotional offer in the minds of consumers and builds trust in the brand.
5. Brand Building and Brand Identity
Great packaging is not just a nod to the brand, but it is a symbol that identifies the brand. A light glance at such packaging lets people know which brand they are looking for. Some of these packages have become cult symbols in the last few years. An example of this is the Coca-Cola bottle. One look at the red and shiny plastic bottle and anyone can tell that it is a Coca-Cola product. Another example is the Lays packet. Lays makes brilliant use of colors to stand out from every other snack on the market.
Another important aspect of this is brand building. Some packages not only make the brand recognizable but also increase its value. Absolut's polished and perfectly round bottles are a great example of this. People love Absolut bottles. The effort put into the bottles speaks volumes about the quality of the vodka. Kit Kat's packaging is another example of this.
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