The product alone could generate the sales but its packaging design helps reinforce its brand image & brand personality which is being communicated through its packaging.
So many times that I have to admit that I bought things because of its packaging too. Well, don't get me wrong yet. I am not saying that I pay for the packaging alone! Actually, I do like the product itself but when combining with its packaging, it enhances the feeling of ' oh, I want it!' I guess you might experience this once for yourself.
Warnings is that packaging should somewhat connect directly to the selling product as well as brand concept. Packaging could be creative but in the same time also speak the same language of the brand itself.
Successful packaging should be able to make association and retention of the brand by its clients. Not only the design matters, but also the use of colours, logo, slogan and typo which sticks onto the packaging are also taken into account.
If we are talking about brown Egyptian packaging of one cosmetic brand, I am sure Estee Lauder could be one of your thoughts!
Successful packaging should be able to make association and retention of the brand by its clients. Not only the design matters, but also the use of colours, logo, slogan and typo which sticks onto the packaging are also taken into account.
If we are talking about brown Egyptian packaging of one cosmetic brand, I am sure Estee Lauder could be one of your thoughts!
Packagings have been invented to produce excitement, impression and imagination of the brand that is why the packaging needs to be distinctively outstanding. The texture and material used in packaging process should be in a good conditions and quality. Poor quality material should be abandoned. Though it is not we buy for but it will affects brand image as a whole if the packaging torn out so easily.
Packaging should bring both creativity and consistency of the brand. You can play with the packaging design while keeping the solid concept of the brand so customers won't confuse with the brand concept. I might also say that luxury brands could be playful as well as in the same time not losing its identity. And finally the ones who retain in customers' mind are the ones whose appearance, personality and other elements of brand concepts are remembered by their client.
Bibliographies:
Packaging of the World (2011). Available at: http://www.packagingoftheworld.com/ (Accessed 9 February 2011)
Packaging World (2011). Beer packaging. Available at: www.packworld.com/beer/ (Accessed 9 February 2011)
Calver, G. (2007). What is Packaging Design? Singapore: ProVision Pte.Ltd.
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