How important, packagings are in Branding
Remember the old adage? First impressions are the best impressions. Several retail success stories are testimony to the fact that packaging is all important. We have also come across stories where a certain brand died a slow death in spite of having a high quality product or even leading the market in yesteryears. One of the reasons cited in some of those cases is the packaging which lost appeal in front of other products.
The product packaging has come a long way. Earlier, this was just a protection to the product and often the label appeared as a small sticker on the packaging. But with the consumer being spoilt for choices in the market, the game changed. The role of packaging gained importance. Products with aesthetic packaging attracted people. Also, the consumer wanted to know more. Information about the product and the manufacturer on the packaging helped to gain the confidence of the consumer.
Though not belonging to the part that appeals to the end user, another important factore for good packaging is the convenience of handling and storage. Several things contribute to this factor like weight of material used, whether it has handle slots in case of bigger products, whether the packaging material is sturdy enough to be transported and the like.
A fine balance of the above factors leads to a good packaging that appeals. Effective packaging is executed in a number of ways. One mantra is to repeat a visual element that captures the essence of the brand across the package design. It helps in creating a strong identity that connects with customers ensuring easier recall.
The packaging industry too has changed through the years . Technological advancements in printing can create wonders in packaging. The appeal can be increased manifold with gimmicks like die cuts, and different type of finishes. With growing consciousness of climate change, the new trends in packaging are increasingly being inspired by sustainable practices and materials. This has given a new dimension to the industry.