In today’s world, the brand’s recognition, perception, image and differentiation depends on the packaging of the product.
The packaging and labels can be used by marketers to encourage potential buyers to purchase the product. Package graphic design and physical design have been important and constantly evolving phenomenon for several decades. Marketing communications and graphic design are applied to the surface of the package and the point of sale display.
Packaging is the activity of designing and producing the container or wrapper for the product. It is an important and effective sales tool for encouraging the consumers for buying. It is powerful medium for sales promotion. It must perform all the basic function such as protection, ease of handling and storage, convenience in usage etc. and should not be deceptive and convey any deceptive message. It is the best method for attracting the consumers for buying the products.
According to W. J. Stanton, “Packaging may be defined as the general group of activities in product planning which helps in value designing and producing the container or wrapper for a product.” Let the Packaging speak! is the famous tagline used across packaging fraternity. Ferrero Rocher, for example, is known by the appealing gold wrapper of its brown chocolate. Nestle’s Kit Kat comes in red colour with silver colour wrapping packaging inside. In the culinary world, there's a saying that people eat with their eyes. Beautiful-looking food makes people not only want to consume the food but also to believe that the food actually tastes better. In marketing, this shows that product packaging is ultra important. Having a memorable presentation affects perception, and will keep customers returning again and again.
Thus, it can be genuinely inferred that Packaging and Marketing are the two faces of the same coin.