Product, Price, Place, and Promotion are pivotal to the Ps of Marketing. They lay the ‘body’ framework of what a market planning should look like. Packaging is the dress you put on it. It is an integral part of the brand’s identity and facilitates recall easily.
In today’s marketing world, packaging has gained importance. High investments in packaging have been made in the recent times. Design is crucial to set the brand’s tonality. Diving deep into the elements of design and colour psychology, packaging surprisingly also uses the AIDA model. (Refer to my previous blog)
It takes into account how touchpoints to create awareness, generate interest, evoke a desire and motivate into taking an action. A certain colour that resonates with the brand’s values, a font that expresses it’s tonality well, a material that is eco-friendly or durable, a pattern that reflects the nature of the product. Little elements such as these are taken into account before the final pack is designed and implemented.
A logo is one of the most important aspects of the packaging. Placement of the logo is also essential. Humans tend to start looking at a picture from the top left corner. This psychological tip is one of the reasons why most brands try to place their logos on the top right corner. (Source: Marketing Chronicles by Nimesh Dwivedi)
Colour ranks as the top priority in a packet. A bright, coloured packet may not work for medical or sanitary product. A sterile packaging may fail attract youngsters to try your product. Elements that facilitate ease of use, easy open packs, easy storage and portability as also appreciated by consumers who interact physically with on’s product.
Packaging is experience based. It is one the crucial elements in not just establishing a product identity but also creating an overall experience for the consumer, incorporating both touch and feel.
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