I came across an introduction to the Brand Packaging’s Packaging That Sells V show that is scheduled for October 2009. They say:
“Your packaging is critical to your brand. It’s the last three feet and last three seconds (and the ultimate measure of success) of your marketing program. But, these days, packaging has to do more than just “pop” at the shelf; it must communicate the story of your brand and become an essential part of consumers’ daily lives. Is your packaging powered to do all that?”
This is so very true and good packaging design can help you make your product, your brand, and your packaging an “essential part of consumers’ daily lives.”
Examples of custom, limited edition, water bottles by Evain designed for different audiences.
So you may ask, what’s the recipe for creating this type of packaging?
- Meaning: The first step in creating packaging that will communicate the story of your brand is to know what story you want to tell. People don’t want to simply purchase your brand they want to be apart of it and by knowing exactly what you want to communicate you can achieve this. Figure out your story and then try to make this visual through your packaging.
- Audience: Packaging is an interaction between the product, your brand, and the audience so to better communicate through your packaging you must know your audience. Knowing what they relate to, what issues affect them, and their lifestyle will allow you to create a packaging that centers on these things.
- Response: Once your brand has meaning, create a list of outcomes that your packaging could achieve. Think about your audience and what types of emotions, feelings, and reactions the product packing can evoke in your customers.
- Stay Informed: The last ingredient in the packaging recipe is to stay informed about your competition. This is a simple task that is often over looked. Staying on top of what the competitors are doing allows you to be innovative and stay ahead.
Put all these things together and your packaging will have a recipe for success.
So when the above quote asks you, “Is your packaging powered to do all that?” Your reply will be, “Yes it is!”
We cannot stress enough how important it is to differentiate your product from the competition. If there are comparable products, one of the main ways to differentiate your product is with packaging and design. A creative and unique package will help your product stand out and “pop” on the shelf.
Coca-Cola did just that with their special edition bottles and cans of soda. With custom packaging, they can create their own distinctive design that the competition can not compare to. And since there is a limited amount of these designs produced, they could become collectors’ items. Since they are eye-appealing with creative design, along with the fact that they are rare, these bottles are likely to be snatched up from the shelves. Here are some of our favorite special edition Coca-Cola bottles and cans that we found online: