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The Importance of Packaging in Marketing


Stuart Dessler, Gelske Huyer, Jassi Sanghera, Sarah Strenger & Junming Zhang

The Importance of Packaging In Marketing Communications


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Packaging in Food

Simple standout

Marketers beginning to recognise the value ofsimplicity and clarity in food packaging graphics

New rule of communication: instead of 5 colours

you can do really good things with 2 colours(Domenic Lippa, co-founder of Lippa Pearce)

Criticism of value range products being toosimplistic

Monochrome design that implies you are poor

Offends the customers

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In breakfast cereals there used to be visualdisorder, now they simplify their packaging and

communication to mirror basic ideas


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Perhaps the most noticeable trend in packaging is the

humanization of the product. Graphics, type, colours,and copy all are seeking to engage the consumer in

dialogue rather than acting as billboards. Simplicity and

honesty are refreshing and effective. Cute and fancy

will always work in niche markets like preserves andnovelty soup, but timeline type and non-boastful copy

has become the norm and is more effective

Rick Braithwaite, Sandstrom Design

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Copywriting has changed

Innocent Smoothies have let the way in creativecopywriting

Less formal: instead honesty and humour areemployed as linguistic tools on packaging to

engage the consumer and build trust and integrity

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Implying Quality

Consumers can go to supermarkets and grocerystores all over the world and buy premiumversions of staple products

Tea, coffee, bread, water, etc

The quality of packaging can help persuade acustomer to spend more than they usually wouldfor a product

Part of the perceived differentiation comes throughthe design of a product

Focus on the display of the product, not just how itlooks in a food cupboard

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How much would you pay for this bottle of water?

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How much would you pay for this bottle of water?

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Case Study: LEGO

Aims to eliminate buyers remorse (when aconsumer reviews their purchase decision andregrets)

LEGO now uses augmented reality technology on

the side of its packaging to give consumers anidea of what the product can produce

Consumer takes the box to designated kiosks inLEGO / toy shops & watches the packaging cometo life on a large plasma TV

Completed kit seemingly pops out from thepackage!

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Case Study: Bandai & Aurasma

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Introducing augmented magic to packaging oftoys, allowing you to play with the toy withoutgetting it out of the box

Trial with Thundercats & Ben 10 range inSainsburys stores

Toy will spring to life when you use a smartphoneor tablet

Documents

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