Currently, in the age of a wide market and fierce competition, companies have to fight for customers. Increased consumer awareness can also be a challenge, forcing producers to look for creative ways to attract their attention. In addition to the quality or unique, innovative features of the product, packaging is of great importance. What exactly is the role of packaging in marketing?
The role of packaging in marketing
Each of us is aware of the great importance of first impressions. This is, in a way, the role of packaging. This principle can be applied not only to interpersonal relations at private and professional levels, but also to marketing. Have you ever wondered why customers choose a given product over another one on the same store shelf? In product marketing the packaging is responsible for the first impression. Very often it is on its basis that consumers make purchasing decisions. The packaging is therefore a specific showcase of the product. Potential customers, looking at the packaging, judge what product they are dealing with, whether it is a high-quality item or whether it will meet their expectations.
What is the role of packaging in marketing? The packaging creates a specific corporate image. Its task is to attract the attention of consumers and arouse the desire to have a given product. This is a specific form of advertising a product. But how to design a packaging that will fulfill its function?
The packaging is (also!) The showcase of your company.
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How to design an interesting packaging?
The role of packaging is not only to protect the product. Packaging is an integral part of marketing. It must therefore fit perfectly with the other forms of marketing used by the company. It should be consistent with the visual identity of the brand, adjusted to the style and values that the brand is guided by.
The packaging should be aesthetic, designed in an attractive and original way. Innovation is of great importance - an interesting choice of colors, unusual graphics or a catchy slogan will distinguish the product from competitors located on the same store shelf.
We have mentioned that consumers often judge its contents just by the appearance of the packaging. Therefore, the producer should make sure that the most important features of the product are exposed - e.g. organic food should be packed in boxes made of environmentally friendly materials.
The role of packaging has nothing to do with the slogan "do not judge a book by its cover". On the contrary. Therefore, the packaging should "shine in the crowd", in some way stand out from the competition. Thanks to this, it will attract the attention of consumers. Customers will be eager to reach for a given product, and the brand will enjoy great popularity and high profits.