Here’s a quickie from MAD Contibutor-Freak Gianna Bartholomew with thoughts on making an impact with packaging.
I’m sure you’ve heard the popular phrase: “Don’t judge a book by a cover,” but a book cover is what draws the customer in…of course it is wonderful when the words between the cover are engaging. This is true with many other products and that’s why packaging is so important.
Here are four ways that make packaging attractive and helpful:
- Purpose – Packaging helps to guard a product so there isn’t any damage. It has this practical quality in case the product such as a tuna fish can or can of peaches falls off the shelf at a supermarket. The container protects the product.
- Marketing – The design of the label on a product sells the product. Of course it helps if the product is a brand well-known, such as Starbucks or McDonald’s, but the label is designed for selling.
- Variation – Packaging designs differ from each other. This difference makes the customer respond and understand which brand is which. The designs also help sway decisions.
- Ingredients – Packaging is important because it contains nutritional information. If there wasn’t labeling on a product, the customer wouldn’t know what the sugar, carbohydrate, cholesterol content is (or the IBUs and ABV either!). It’s a necessity to have this information on the label.
The label on a bottle, can or sunscreen tube needs to appeal hands down to the customer. If it doesn’t grab the customer’s attention from the shelf, a person will just pass on by. Of course the product has to shine, but the label is necessary…the product can stand alone if it’s good, but packaging sells!
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