Packaging as a Brand Attribute

Packaging, currently, is not just a measure of a product protection against external influences, but the direct way of communication with the customer.

In case of the industrial commodities, packaging carries out a mission of transportability and informs consumers about the country of origin or the manufacturing enterprise. However, if we are talking about the consumer goods, then the packaging plays the communicative role. Communication with a consumer starts from the color, shape, and texture, and continues with the usability, stability, economical efficiency, and etc.

Think of the Snickers, Mars or Milky Way chocolate bars, imagine them to be without package. How real is that, to distinguish one of them from another one?

As a matter of fact, the pack make the good different from others, allows the products to keep individuality and to set up the channel of communication to transmit the brand’s messages to the consumer. In the 19th century, all the perfume items were sold on tap in uniform small bottles. François Coty, one of the leading perfume manufacturers of that time, was the first one who realized the importance of the packaging for his brand promotion and invited an expert to develop a bottle design that would have reflected the spirit of each of the fragrances from his collection.

The color, shape, and facture of package influence consumers on a subconscious level.

In his book “The Total Package”, Thomas Hine says: “Color is a fundamental language of the package: it is the element that evokes the immediate and the most powerful reaction: it communicates with the consumer on a non-verbal, unconscious level.”

For example, the majority of tooth paste manufacturers “dress” their goods in green and white, since the research has shown that customers associate these colors with cleanliness, freshness, and naturality of the products.

To make play with the color; texture and the material itself are used. The use of the ground glass, which reminds of the warmth and sunlight deflection, can raise consumers’ allegiance to the brand.

The proof of that is Shiseido Relaxing Fragrance –their streamline-shape bottle of greenish ground glass triggers visual associations with fresh, rejuvenated nature, and it is pleasantly tactile.

But the question now arises of whether the quality of the product has primary importance or not. After all, a high quality product can be seen from a distance. However, according to the research conducted by Louis Cheskin, the so called “perception transfer phenomenon” is inherent in human nature, according to which when using a product in a cheap package it seems to be of a lower quality.

The experience has proven that a transparent label is associated by the customer with a thoroughly thought through production process. Thus, six hundred representatives of spirits-drinking public were offered to compare the quality of bottled products with paper and transparent labels on them. It occurred that they were taking the product packed in bottles with a transparent label as the one of a higher quality and better taste.

Transparent containers for sushi, salads or pastries evoke our sensation that these products are good and fresh, since we can easily take a look at them.

Peculiar features and a certain shape of the package allow such brands as Heinz and Coca-Cola to set it into motion in the advertising. In 50s, the advertising campaign by Heinz was even named as follows: The World's Most Famous Bottle. As we see today, the Coca-Cola Company won’t let a single promotional video go by without its main character – the unique bottle.

Apart from that, according to the research carried out by Gerstman and Meyers Inc., such characteristics as the ease and handiness of the package opening are extremely important for consumers. The cans with large tops and containers with easy-to-remove foil caps raise the consumers’ brand loyalty.

Anyhow, not so much the process of opening as day-to-day use of the package is essential for some goods. Sunlight dishwashing liquid can serve as a convincing example here. It has a dispenser that adjusts the amount of the liquid to be used, special pits for the fingers that ensure the ease of pressing on, and a stable bottom construction – all those factors increase its usability significantly. Even the label sticker is placed into a special pit, for it to avoid peeling off and remind you continuously of the brand you are using.

As you know, the majority of mass consumer goods are purchased spontaneously. Adverts can help naturally to prepare a consumer for making a decision; however, at the very moment of purchase, the consumer interacts with the package only.

The package not only attracts your attention, but also communicates quickly a message about the characteristics, intended use, and application of the product. That is why the packaging should emphasize the product features.

Nonetheless, there is no point in placing all the information on the front side of the package – just use the principle of so called “rational minimalism”. A product should look peculiar, but user-friendly, and not way over refined in order not to distance from the target audience.

Korrex Company will take care of Your package identity!