The Significance of Packaging

The significance of packaging is to attract the customer's attention.

Companies place great significance on the packaging of a product, since customers make quick judgments about products based on packaging. The packaging of a product communicates brand, image and usage.

Brand

Brand is a major predictor of how well a product will sell. Being so, companies try to design packaging so their brand is obvious. Sometimes, simply writing the brand is not enough, since customers recognize brands by more than just their name. Hence, many companies spend lots on money researching brand and packaging design.

Image

Since most brands try to convey a certain image, packaging is also significant in that it must complement this image. The image is a way of the brand forming a relationship with the customer. For example, to appeal to a environmental consumer, certain brands may package their products in environmentally friendly ways.

Usage

The packaging also is significant in stating the product's use. When comparing different products in a store, customers use the package to understand the product's utility. If the packaging makes the product seem complicated or unwieldy, some customers will choose not to buy the product. Thus, a company needs to consider how to convey information about their product through its packaging.

References

• "Consumption, Identity, and Style: Marketing, Meanings, and the Packaging of Pleasure"; Alan Tomlinson; 1990
• "Packaging: A Scientific Marketing Tool"; Harold J. Raphael; 1975