Packaging is the science, art and technology of enclosing or protecting products for distribution, storage, sale, and use. Packaging also refers to the process of design, evaluation, and production of packages. Packaging can be described as a coordinated system of preparing goods for transport, warehousing, logistics, sale, and end use. Packaging contains, protects, preserves, transports, informs, and sells. In many countries it is fully integrated into government, business, institutional, industrial, and personal use.
We live in a society where our retail environment has become highly evolved, creatively engineered, and even subversive. Products are produced and packaged in a way that makes the act of shopping a multi-sensory experience.
Whether a product is familiar and we buy it based on our past experiences or whether its new and we've made a choice to "buy-in" to the marketing, the packaging becomes a significant part of the process. Your brand identity may be distinctive, but if you are going to have the competitive advantage then your product must stand out among a hundred competitors.
Packaging defines how your consumer perceives your product. It engages the customer on multiple levels, from the informational to the emotional. Whether in a large retail setting or an intimate boutique, successful packaging is as important as successful marketing. Good packaging communicates and entices consumers to try something new.
At GOT Brand Solutions™ we take a holistic approach to package design, reinforced by the effective use of color.
Packaging serves as an extension of your brand, an educational tool for consumers, and a vital emotional connection with the buying public. Therefore, connecting with your customer or potential prospects at a more visceral level in an appeal to the senses is as crucial as any aspect of merchandising.
There are many factors that drive successful packaging. Here are three examples that play an integral role in our package design process, at GOT Brand Solutions™:
1) Identify: Establishing a strong identity will set you apart from your competitors, qualify buyers by appealing to your intended demographics and position the product in the consumers mind among available options. Very few graphic elements can do this as efficiently or effectively as color.
2) Functional: Packaging can address the psychological aspects of buying, but also serves some very basic functions. Color can assist the design by instructing the consumer, differentiating between flavors, warning of potential dangers and risks, and establishing a visual hierarchy to guide consumers through the brand experience.
3) Experiential: The experiential aspect of packing is what makes the customer feel good about a product on an intuitive level. Effective package design influences emotion, stimulates the senses, and communicates the personality of the product, all of which play a role in the consumers choice of purchase.
An effective color palette can entice and create a deep emotional bond with your consumer that enhances the quality of their brand experience, consciously or subconsciously.