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Packaging The Brand

 There is more to brand’s ‘packaging’ than the protection it renders to a product. Design, shape, size, labeling, color or the materials used during branding are the things that should be taken into account while packaging a product. Packaging the Brand speaks a lot about a brand’s image, identity of an organization and a brand’s personality.
Packaging designs are inextricably connected to an ability of the sales of a product. It is a part of a brand’s DNA. It is a visual communication of the product’s value to the target audience. The aspects of Packaging the Brand are not only limited to its manufacturing process, but it are also applicable in the retail settings.
The market largely comprises of ‘default shoppers’. They are the shoppers who give least consideration about choosing any brand. They will walk away if the brand does not seem familiar to them in the first few fractions of seconds. A brand needs to capture their attention in these few seconds and bring them out from the ‘default mode.’ The same is applicable in impulsive buying too. There is cut-throat competition in the market today therefore; a brand must be able to break in the visual clutter. Even a beautifully designed package will lose its essence if it fails to convey the right communication.
A brand must be visually striking from its design, shape and colors. Just like a top-notch brand like ‘Cadbury Dairy Milk’.  The ‘purple’ color has become so much synonymous to the brand that the brand “owns” the color today. It’s no exaggeration to say that packaging and shelf life are very complementary to each other. The image that a product is projecting should match with the image that is being sought for the product. Just like the pharmaceutical products display their packaging in light colors like white so as to denote purity and efficacy.
Not only ‘buyer’s attraction’ is important, the right communication to the buyer, creating the desire to buy the product and the convenience of using and handling the product is as crucial too. It’s like ‘if they like it, you sell it.’ Packaging the Brand also refers to the decisions taken as regards to symbols, disposability, protection, the connotations of colors and the origin of country are also equally important.
Packaging the Brand is arguably more of a promotional tool than an extension of a brand. Packaging indeed stands for ‘protection’, but somewhere down the line it serves as a key role in an instant recognition of the product and what it actually delivers. With the passage of time, marketers have realized the importance of packaging as an integral part of modern marketing operations today.
Packaging the Brand plays a prominent role in building up a product reputation, by conveying the information regarding quality, quantity, ingredients, price and so on. Whether you are launching a new brand or repositioning it, the only motive that designers should be driven by must be that whatever they do is going to affect the perceptions of the brand in the minds of the consumers.
Consumers come to the conclusion with respect to the quality of the product with the way packaging is done, and at the same time affects their motivational tendencies to consume it. A total sensory experience of brand packaging attributes in inspiring loyalty, building trust and enhancing their recognition. Exceptional packaging helps in invoking emotional senses of a consumer.
‘PACKAGING CONNECTIONS’ is an entrepreneurial company backed by a remarkable experience in the arena of packaging and branding industry. It has been consistently striving to bring all the latest resources concerning packaging at the doorsteps of its clients. It offers services spanning Packaging the Brand and everything relevant to it, directly or indirectly. The pool of experts here knows what it takes to be in this industry.  


  • Chhavi Aggarwal February 17, 2013 Log in or register to post comments

    Comment: From the consumer perspective, packaging plays an important role when products are purchased - as both a 'cue' and as a 'source of information'. In context to the same, the elements of a good packaging design can be listed as: 1. Attraction of the buyer 2. Communication to the buyer 3. Creating a desire for the package or in turn for the product 4. Results in selling of the product

  • Debra B. Lucas February 17, 2013 Log in or register to post comments

    Comment: Packaging plays an important role. It has many advantages. <span>Packing make products tamper-resistant, can greatly reduce theft and can help prevent harm from products that are dangerous.</span><span> </span>

  • Marjorie D. Edwards February 17, 2013 Log in or register to post comments

    Comment: I believe a good packaging can either make or break a product. A good design and packaging will surely catch your attention and you end up trying the product. Therefore it is really important to have a great packaging.

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