How important is packaging for brand building?
Packaging is an important component in the marketing of a brand. Sure, it provides important functional benefits to the product. It keeps the product safe, protects it, provides a means for displaying it, and should be used as a communication vehicle. But! If we stop here the package it is not providing its potential value. Great packaging contributes to the success of the brand.
Quick! Name a soft drink.
Did you think Coca Cola ? As you can see there is no brand name on this bottle yet many people will instantly recognise it as Coca Cola . This is the power of great packing. Coca Cola doesn’t even need to place its actual brand name on the bottle, everyone recognise the brand by its packing. Can you think of another piece of packaging design which replicates this effect? How about .. Pringles?
Yes, your packaging has to protect your product. Yes, it has to communicate information. Yes, your package needs to provide a means for displaying your product. But, most importantly, your package must reinforce your brand’s distinction. Is your packing simply doing its job, or is it great!
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