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The Power of Product Packaging

Updated: May 12, 2019

Packaging is the only marketing vehicle that 100% of the consumers who buy your product see. Not every consumer sees the brand's advertising, but all of the consumers who buy your brand interact with the packaging.


With any marketing message, there are three levels of consumer benefits you should consider: functional, emotional and self-expression. The high-end brands understand the power of self-expression and the unique feeling purchasing that brand offers. At the other end, value brands focus on the functional level, communicating the message that there's a more cost effective alternative for a reasonable quality, targeting the price sensitive consumers. In between, there's always the emotional factor, which can balance the choice either way. And it's the brand that triggers emotions that often wins.


One of the most effective marketing tools that doesn't benefit of enough emphasis is, therefore, the packaging. People are visual. And non rational. A strong visual design has a way of sticking more than verbal communication. That’s why packaging has the power to sell consumers right at the retail shelf. The purchase decision is based many times on how compelling the story on the packaging is.


Whatever you are trying to sell, the most important is that you package shows the brand clearly, buyers shouldn't be left guessing with regards to what the brand name is. Then, it should create desire, make them want the product even if it wasn't on their shopping list. If it's either through a deliciously looking image, or a fun and creative package, it has got to stand out! The use of your signature color, unique graphics, typography and imagery, including an icon, or a combination of these visual elements can come together to create a powerful visual impact. You know it's good when people don't even need to see the logo to recognise the brand.


Knowing how visual consumers are, marketeers should consider reallocating additional resources to packaging, this being one of the most tangible representations of brands. Fully developing the potential of visual design elements can lift brands by owning consumer mindshare and creating category leaders. So why wouldn’t marketers focus more of their resources on developing visual brand communication? On package design?

Have a packaging issue on your mind? Talk to us!


Kaus Group is your boutique creative agency in Myanmar, combining data insights, solid marketing and communications expertise with the talent and passion of highly skilled creatives. At Kaus, we craft strategies and solutions that help our partners grow in a profitable and sustainable way.


Kaus Group. Crafting ideas since 2006.


#branding #packaging #packagingdesign

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