The Power of Packaging
May 1, 2018
Before you throw away the box of your new iPhone, take a minute. That box actually played a large role in your purchase decision probably without you even realising it.
The Silent Salesman
Packaging has great power over the consumer’s buying decision. It is considered one of the strongest and most important marketing tools for selling the product, when there are only few seconds to pick a product off the shelf. When there is no opportunity to sample or taste, the first thing a consumer will notice and base their decision on is the package that ‘spoke to them’ and their needs. The package must do the selling, right there on the spot.
Let’s Get Emotional
How the brand makes the consumer feel is generally reflected on the package. It carries a lot of the emotional messaging. The buying experience, the story and the strategy of the brand are all reflected within this one single point of contact.
A brand can be identified by its package whether it’s in the colors, graphics or even the typeface. The iconic Tiffany & Co. blue box with the white ribbon is more recognised than the jewelry itself. The sleek, minimalist approach used by Apple reflects the savvy, user-friendly experience of the brand.
“Packaging is our most visible and valuable asset,” states Marcos de Quinto, Chief Marketing Officer at Coca-Cola. “The Coca-Cola Red Disc has become a signature element of the brand, synonymous with great taste, uplift and refreshment.”
Always remember, when it comes to designing packaging, first impressions count.