29 January 2020   |   by CreativeByDefinition   |   Packaging Design

How to use packaging as a marketing advantage?

Packaging remains a very important part of the marketing process because of its clear benefits, protects the product inside, attracts customers and provides information while reinforcing the brand identity and message.

What is packaging design?

Packaging / labeling is the science of enclosing products for distribution, storage, sale, and use. Packaging design is doing this function and more, it helps customers decide what product to buy by both displaying important information and using a nice form and color palette.

packaging in marketing and sales

How packaging helps increase sales?

Custom packaging design enhances the quality of a product and attracts the attention of consumers. Of course, this has a direct connection with boosting sales and creating a loyalty bond. A national study conducted by the Paper and Packaging Board and IPSOS shows that 7 in 10 (72%) of consumers agree that packaging design can influence their purchasing decision.

What packaging will satisfy the customer?

To be able to answer this question, you need to create a profile for your customer, to really know your target audience: male or female, age, location, income, preferences, etc. After you gather this valuable information you will be able to select the right type of packaging, the materials, the packaging design, etc. and you can work with a packaging design agency to create the custom package design and afterward to check a packaging suppliers list, choose one that produces that type of packaging in his factory and order it in a specific quantity.

Where does packaging fall in the marketing mix?

The packaging is part of the promotion of the product, it is the ambassador of the brand. Customers can regularly buy a certain product because they love the quality of the product and the packaging design and not even know the company that produces that specific product. The packaging is part of the commercials done for that good so it should be included as a key factor in the marketing strategy.

Why packaging is important in food industry?

The food industry is considered quite a competitive market today, so you want to have all the advantages possible. The packaging is an essential element for preserving food quality, minimizing food waste and reducing preservatives substances contained in food. The appropriate packaging design will protect food quality as well as attract loyal customers. This isn't just for the practical side, but to keep a competitive edge. Packaging plays an important role in reducing the security risks of shipment, a crucial element of safety.

Is packaging a variable cost or a fixed cost?

Normally packaging should be a fixed cost that has two components: design & production. The design agency you collaborate with will be able to provide you with a quotation for the design work to be executed. The packaging supplier you will choose will also be able based on the design, materials and quantity to estimate a certain cost for the batch. This info will help you know the cost for packaging for each unit, for sure this should be considered when you calculate the total selling price of the product.

Creativity doesn’t wait for that perfect moment. It fashions its own perfect moments out of ordinary ones.
Bruce Garrabrandt
Brief History of Labels packaging in marketing and sales

The label's history started in the 16th century and was used primarily for apothecary medicines and transported goods. In the 1600s a small part of the population knew to read and write so labels were not considered very useful. The Industrial Revolution was the time when literacy had grown considerably. Starting from the late 19th century, papermaking machines created the opportunity to produce long runs of the same quality color labels.

The labels in last decades packaging in marketing and sales

In the 1950s & 1960s the popularity of stamps is growing together with the development of brand identity on labels. In the 1980s labels start getting placed in the mold prior to the forming of the container. The shrink sleeve technique evolves. The 1990s brought a variety of developments such as stretch-sleeve labeling, wrap-around film labeling, cut-and-stack film labeling, roll-on-shrink-on labeling and spot patch labeling. The 2000s introduced digital printing.

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CreativeByDefinition is a Packaging Design Studio focused on quality design and passionate about Food & Beverage. We would love to hear more about your project.

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