I recently ran across an article that addressed the “Power of Packaging” written by packaging expert Steve Kazanjian. As I’ve tried to put the importance of product packaging into words, I couldn’t say it better than Steve. The article, published on Ad Age, was a slam dunk. Here are some excerpts:
“Packaging is far more that a product’s vessel; it is the physical manifestation of a brand experience. Because of this, packaging should be a critical piece of a brand’s integrated communication strategy”
This is a profound statement regarding packaging. Steve goes on to explain that 100% of a brand’s purchasers interact with the packaging. They touch it, hold it, open it, store it, and dispose of it. At each point of interaction lies an opportunity to create a brand impression. A few examples Kazanjian uses are a follows:
1. The cork bottle stopper for Grey Goose Vodka cues the customer into a connoisseur experience which drives a high price point for the product. Would Grey Goose’s brand be as effective with a screw cap? Definitely not.
2. Lets look at orange juice. When packaged in a clear bottle, it communicates freshness. When orange juice comes in a carton, it says “Pasteurized”. Never thought of it before but I agree 100%.
In 2011, marketers are focusing heavily on social media to create highly personalized brand experiences while overlooking the effectiveness of packaging. Meanwhile, consumers are seeking rich experiences with brands and packaging. Subtle visual and emotional cues that good packaging can provide earns customer loyalty. Packaging is powerful and pays huge dividends to companies who utilize it effectively.
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