Packaging it the right way

Packaging forms the most important consumer touch-point for any product, as it is the last connect between marketer and consumer. Whereas an attractive packaging may play a significant role in gathering consumer attention during the buying journey, an unattractive packaging may undermine the bundle of benefits that a product conveys. Packaging not only provides utilitarian and hedonic benefits, but also conveys brand differential to the consumer, thus has an important role to play especially in case of startups

Role of Packaging: Packaging has important role to play as

1. Information to Customers – Vital role in communicating essential information to the customers, especially if the product is new launch. It may inform about how to use the product, precautions required during the usage, storage conditions, procedural requirement and others. For e.g. Many Ready to Cook, Ready to eat and Ready to use products display specific instructions about cooking or steps involved in making the product ready for final consumption. Disclosure of ingredients and nutritional information about the product may be helpful in arriving at purchase decision by the consumer.
2. Appealing to target customers – Packaging needs to appeal to target customers well. Whereas ‘Kinderjoy’ and ‘Gems Ball’ have been attractive enough to capture the attention of kids, robin’s egg blue box of Tiffany and Co have been instant hit with females.
3. Sales Driver – Innovation in packaging can be an important driver for sales. Tetra Packs by Amul, introduction of sachet, attractive gift packaging by Cadbury and Del Monte have been important drivers of respective product categories.
4. Utilitarian benefit – Packaging plays an important role in not only safeguarding the product but also increasing its utility. Introduction of inverted squeeze bottle by Heinz in 2002 changed the way ketchups were packed. Pilferage proof packing, specially designed containers to protect from environmental damage, re-sealable packaging to keep the food products fresh for a long time have been hit with consumers.
5. Role in Branding – Innovative packaging design also impacts branding efforts. Ferraro Rocher chocolate, Absolut Vodka, Lays, Paper Boat drinks are noticeable because of their packaging.
6. Bundled Promotions – In case of bundled promotions, innovative and attractive packaging can be an important driver

Designing impactful packaging – In order to design an impactful packaging, following pointers must be kept in mind

1. Know your target segment
2. Design should be attractive with high aesthetic value
3. Clear Brand Message
4. Disclosure of essential information
5. Be simple in design to cut the clutter
6. Consider eco-friendly option
7. Focus on utilitarian and hedonic benefits
8. Triggering emotional connect with consumers
9. Adding Disclaimers to safeguard the organization in case of any legal issue
10. Making packaging part of the consumer experience

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