Brand Recognition – Using Your Packaging as a Vehicle for Value-add

PACKAGING DESIGN PLAYS A VITAL ROLE IN BRAND RECOGNITION. PACKAGE DESIGNERS USE COLOR, TEXTURE AND TYPOGRAPHY TO CREATE SOMETHING INSTANTLY RECOGNIZABLE FOR CONSUMERS TO LATCH ON TO AND REMEMBER WHEN THEY NEED TO REPURCHASE YOUR PRODUCT—ENSURING YOU STAND OUT FROM YOUR COMPETITION.

Consider the recent recession. The worldwide economic downturn forced consumers to change purchasing behavior, and thus forced marketers to alter the way they communicate with them. In the beauty market, masstige brands benefitted hugely when they altered their packages to look like prestige products. By changing their packaging to a more upscale look & feel, they cultivated the opportunity to capture business from more price-sensitive consumers. In doing so, brands are able to acquire an aspirational consumer—one who seeks high end products, but settles for a lower priced item.

In the current marketplace, many brands are competing for consumers based on price. Brands need to add additional value to the product, without raising their own costs, and packaging has been a great way to communicate this additional value.

Take, for example, the New Zealand based company Pacific Perfumes. The eco-chic fragrance company developed a sustainable package that is beautiful and functional that consumers cannot help but display it on their countertops. And studies suggest that any package that is display worthy, get used more often, stay top of mind, and have to be repurchased more often.

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When attempting to add value through package redesign, don’t just change the aesthetics.  Make the consumers life easier in some way and provide them an additional benefit.  Moxie, a women’s personal care company, developed packages that doubled as discreet carriers for their products.  Their design isn’t simply beautiful: it provides an additional functional benefit—another reason for being and purchasing.  Analyze consumer behaviors and trends to identify value-add opportunities to your package.  It makes quite a difference.

Packaging is your in-store face to the world.  It’s your opportunity to communicate your point of difference and core values.  When brands are hyper-competing on price, it’s your opportunity to showcase why your product is better, or why it will make consumers feelbetter.

And if it’s beautiful enough, it might make it to the consumers coveted counter space, where it will be adored, used up, and repurchased.

Amina AlTai is the Marketing Director for Imagemme Packaging Design.

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