Product Packaging is the Most Effective Static Communication Solution
Product packaging is a form of “static communication” that helps convey the benefits of the product (rational and emotional), brand values, and brand promise and persuades target customers to trust and purchase the product.
In some industries that are very specific to food, such as cakes, candies, instant noodles, ice cream, and yogurt,… product packaging is one of the key drivers that drive customers to purchase the product. These types of packaging are always designed to create a “visual appeal” or a “rich flavor” – stimulating customers to look and crave, want to drink or eat immediately, unable to resist cravings, so they have to buy.
Not every business values and invests thoughtfully in developing product packaging. Let’s contemplate the following 5 truths about product packaging that have never been told:
1. Customers spend more time interacting with product packaging than any other form of media.
Imagine a housewife who does laundry for her family daily using Omo laundry detergent. She is constantly in contact with Omo product packaging, but does she see Omo detergent ads on TV, in supermarkets, or on the internet every day?
Unlike other media that can be ignored (such as TV ads that can be channel-switched or online banner ads that may not be clicked), packaging as a form of communication is difficult to turn off, especially when you use the product every day. So, take advantage of packaging as a means of communication to remind customers of product messages or brand commitments.
2. Product = what’s inside + product packaging
Customers don’t just buy “what’s inside” the product (they don’t buy detergent just for the detergent); they also pay for the “product packaging” because they are attracted to the design and structure of the product packaging; they perceive the brand promise and product quality reflected in the packaging design & structure.
Sometimes we buy a product simply because of its eye-catching packaging, not because of the brand’s advertising, right? Especially when buying snacks, instant noodles, and other ready-to-eat foods.
3. Product packaging and product create a “brand ritual”
Since changing its product packaging to paper wrapping and intentionally designing the chocolate pieces to be connected, Nestle’s KitKat chocolate has created a very distinctive “brand ritual.”
Consumers will break the chocolate bar into small pieces before eating, and Kitkat quickly became the first brand in the world to possess a “brand ritual” that carries its unique stamp on the chocolate industry. However, this “ritual” can be easily imitated. But you know, in marketing, if you are the pioneer in doing something, it will be difficult for others to win over customers who follow suit.
4. Packaging is built on the habits and usage behavior of customers
Designing convenient and user-friendly packaging for customers compared to competitors adds extra points for the product in winning customers and maintaining their loyalty. The packaging of Heinz ketchup is designed based on the apparent behavior of customers: after using almost all of it, they will flip the bottle upside down to get the remaining sauce out.
In the laundry industry, housewives have a habit of pre-treating stubborn stains by rubbing them with laundry detergent before putting them in the washing machine. With the innovative design of OMO Matic Smart Wash detergent bottle, which has a smart washing ball attached, it supports the removal of stubborn stains for customers who have this pre-treating habit (using the washing ball to gently rub the stain instead of wasting a lot of effort rubbing it manually).
5. Product packaging is the embodiment of brand positioning and DNA.
The Dutch beer brand Grolsch last used the same packaging for their beer bottles: a thick and sturdy bottle shell with dark blue colors to enhance the brand’s glory, a plastic lid with an unbreakable seal, and a silver paper wrap. With this unique style, the Grolsch brand can deliver on its promise of creating a consistent standard for its beer.
Johnson’s Baby care products are known for their current, simple design. The colors of the products are light, such as the original product’s milkberry or water colors, to bring comprehensive and gentle care for babies.
HOANG VUONG PAPER PACKAGING CO., LTD.
With more than 6 years of experience in the paper packaging industry and establishing a brand reputation in the market. Hoang Vuong Paper Packaging Co., Ltd. is proud to be a private packaging company in Vietnam that accompanies many big brands inside and outside the country.
Hoang Vuong Paper Packaging Co., Ltd. always accompanies your company on the journey of seeking creativity and innovation. Your success is our achievement and motivation to continue to be more creative and professional.
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