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  • Packaging

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    Savita Gupta
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    Packaging serves several important functions including acting as a silent salesman, protecting products, and providing information to consumers. It is an important marketing tool that interacts with consumers 24/7 and influences purchase decisions through its visual design. Effective packaging considers factors like language, color, size, and materials used, and engages multiple senses while being easy to use, reuse, and discard in an environmentally friendly way. The six key principles for effective packaging design are visibility, shopability, differentiation, clear messaging, driving consumption, and sustainability.

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    Packaging serves several important functions including acting as a silent salesman, protecting products, and providing information to consumers. It is an important marketing tool that interacts with consumers 24/7 and influences purchase decisions through its visual design. Effective packaging considers factors like language, color, size, and materials used, and engages multiple senses while being easy to use, reuse, and discard in an environmentally friendly way. The six key principles for effective packaging design are visibility, shopability, differentiation, clear messaging, driving consumption, and sustainability.

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    Attribution Non-Commercial (BY-NC)
    Download as PPT, PDF, TXT or read online from Scribd
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    20 views8 pages

    Packaging

    Uploaded by

    Savita Gupta
    Packaging serves several important functions including acting as a silent salesman, protecting products, and providing information to consumers. It is an important marketing tool that interacts with consumers 24/7 and influences purchase decisions through its visual design. Effective packaging considers factors like language, color, size, and materials used, and engages multiple senses while being easy to use, reuse, and discard in an environmentally friendly way. The six key principles for effective packaging design are visibility, shopability, differentiation, clear messaging, driving consumption, and sustainability.

    Copyright:

    Attribution Non-Commercial (BY-NC)
    Download as PPT, PDF, TXT or read online from Scribd
    Flag for inappropriate content
    of 8

    Packaging

    Definition: Traditionally refers to the unit or retail or consumer container. Functions: 1) Silent Salesman 2) Protective (from pilferage and adulteration) 3) Merchandising (improves consumer acceptance 4) Usage (for better convenience) 5) Information 6) Legal (labelling, weights & measures, materials)

    Packaging
    Important as visual icon of the brand. One of the most cost-efficient marketing tool. It costs less than 10 to 25 per cent of the total cost to produce a television advertisement, produce and run a print ad or execute a promotion and/or a display programme.

    It has a longer shelf life.

    Packaging
    24X7 interaction with consumer. One medium that results in a physical relationship with consumers. The first impression on the consumer which is going to influence their purchase decision. A one-on-one personal experience through sight.

    Packaging
    Factors to be considered: 1) Language 2) Colour 3) Size 4) Container (disposable vs. reusable) 5) Climate

    Packaging
    Engage all of the five senses. Easy to carry, hold and store. Easy to use, reuse and discard. Minimize consumer waste. Environmentally friendly Updated or freshened.

    Packaging
    It should become the fifth P. After all, the life cycle of the package is longer than that of some of the other Ps. Packaging plays an integral role and has a major impact on shopper marketing.

    Packaging
    Six principles to drive effective packaging:
    1.Design for visibility. What works is contrast e.g. colour, brand mark, visual icon, simplicity. 2.Design for shop-ability. Findability + Product differentiation what works is continuity, a build effect e.g. adding an extra bullet, colour coding. 3.Design for differentiation. What works structure/unique shapes/delivery systems/graphics is packaging

    Packaging
    Six principles to drive effective packaging:
    4. Design for a single clear message. Single strong point-ofdifferentiation/design elements/visual icons 5. Design to drive consumption. Create constant product visibility in the home/brands that extend to new usage situations 6. Design for sustainability. Develop more environment friendly solutions/convey these benefits clearly on packs/reduce packaging materials e.g. through elimination of secondary packaging/ green product propositions.

    Driving success: including the shopper in the design process.

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