Packing and its Role in Marketing

We do an extensive market research, analyze our target audience, what they like and what they don't, but most often, we forget the final nail of marketing; which is packaging.

Packaging is the most vital and most easily forgotten aspect of marketing. Just before the buyer clicks on the 'BUY' button or picks up something off the shelf at the retail store, what is he waiting for? Yes, to see how the packaging feels. As much as we deny it, appearance is everything.

Good packaging reflects several things. Firstly, the amount of attention paid. When we start doing anything, we are full enthusiasm, but that sort of drains out towards the end; and what is neglected; packaging. But we need to keep in mind, that this is what the consumer is going to see. First impression is the last.

Secondly, if you have remarkable packaging, you product is going to sit proud and tall on the shelf. It is almost as important as the logo. Do you remember that gum strip, which would come in a circular box, I don't remember the name, but what I do remember, is the pink packaging. That's the effect of a good container.

Third point is branding, good and professional packing helps to reflect brand personality. With millions of products out there, the customer does not want any more complications.

The fourth benefit for professional packaging could be the differentiation between competitors. You might state on your packaging, that you are giving more value to the customer. As long as it catches their eye, it is good packaging and marketing.

The fifth and last point in this, could be; visuals. Like I said before, we are more attracted to visuals than written text. Make sure you are conveying your message to the audience, the minute they look at the packaging. The offers are generally given in bright colors on the corners. Make use of the power of the visuals to make your package more attractive.

Bright graphics and cartoons go a long way; it hits the sense of nostalgia in people. The product is important but comes later in the picture. What comes first is what we need to focus on.

There are plenty of packaging styles available in the market and people are open to experimenting. Use them appropriately and you are good to go.