We’ve written at length about packaging’s trends and ends. But why packaging? Why is it so important for businesses to get it down? And why is it changing?[hr]
We love packaging. Hell, that’s the reason we built a blog on packaging trends. But, sometimes, even we question the importance of packaging. We had talked a little bit about the how in the past, but not so much about the why.
Maybe it’s because we all feel its importance, somehow. In a weird way, the question seems redundant. A little search for “does packaging matter” on Google still gives back 86.700.000 results ─ so it can’t be that obvious.
Most conversations focus on looks, and the thing is, looks count. First impressions do matter. Des King, whose article we talked about some days ago, noted the importance of this:[quote style=”boxed”]“How products are judged by their many differing attributes (…) will determine the extent to which they build market share on an ongoing basis. Prior to that, however, it will probably be a particular spot colour, a distinctive font, or else the artful application of a metallic ink on the exterior of the pack that initiates the relationship between a brand and a consumer.”[/quote]
Marcel Knobil, Superbrands founder, had something to add:[quote style=”boxed”]“Thanks to impressive print packaging, brands can seduce customers into a change of purchasing vote at the point of purchase (…) We would end up with less brand and more bland were it not for the attention that the packaging attracts.”[/quote]
Both perspectives understand packaging as a mere tool for attraction and persuasion ─ a matter of functionality. But that’s not all that there is, not even close. Interpack and Inc. have stressed in the past the importance of packaging as something else, something bigger: an essential element for crafting both relationships and brand identities. According to Joshua Conran at the latter:[quote style=”boxed”]“Packaging is powerful because it tells consumers why your product and brand are different. Apple is known for its clean, minimalist packaging. If you’ve ever watched an unboxing video for a new iPhone, you know people love Apple’s packaging.”[/quote]
And, coming back to King:[quote style=”boxed”]“The impact of a winning combination of text and graphics extends way beyond fronting up that initial beauty parade. As well as being the ‘eye candy’ that hooks the consumer in the first instance, a perfectly reproduced external image provides consumers with an often subliminal product recognition and reassurance that can be the brand owner’s banker in a congested retail space.”[/quote]
“Recognition” is a relatively familiar concept for packaging, but… “reassurance”? That’s quite new. And that’s the way packaging has chosen to go ─ or, more likely, the way we’ve wanted it to be.
Nowadays, packaging is not just the looks of the “thing” that wrap the other thing you want to buy. Nowadays, packaging is part of the thing. It can even be the thing itself, as a rise in blogging has evidenced.
So… why packaging?
To us, “reassurance” seems pretty reassuring.
Sponsored by Derprosa, leading brand in biaxially oriented polypropylene films for packaging.