The Role of Packaging

Whether you’re getting ready to create packaging for a new product or you’re considering revitalizing packaging of an existing product, our understanding of its role and consumer behavior can help influence the design you choose to make your product a success.

The role of packaging

Functional

Packaging must contain and protect the product from damage during transit, in retail and for use within the home. Packaging that is retained throughout the products entire life must be practical, functional and durable.

Attraction

Attractive packaging that catches the eyes of a consumer when browsing is more likely to be purchased than that which has no ‘stage presence’. First impressions count.

Promotion

Packaging plays an important role for delivering important information about the product and the brand. Secondary packaging may contain directions on how to consume or use the product. This information can help to sell the product because it allows potential customers to obtain the necessary information they desire before making a purchasing decision. With a vast quantity of products on display the information contained on a package may propel the browser to buy the product.

Differentiation

Packaging can also differentiate one brand of product from another brand. Packaging that communicates effectively can differentiate itself from competitors quickly whilst on the shelf. A shopper who may be loyal to a specific brand can easily identify the product they want, reducing the time for them to consider alternative products. Added value packaging can also be a differentiating factor and help influence repeat sales. With convenience being an important part of consumer lives, great packaging that supports ease of use and enhances the experience can make all the difference to a consumer’s decision to purchase in the future.

Our packaging considerations:

Packaging considerations

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