In addition to apparent tasks such as transport, protection, and information, the packaging does much more today. What it is and what differences it makes, you can read here.
Packaging makes the brand.
Differentiation
A packaging makes distinguishes products from the competitors and within its own assortment – it differentiates
Sale
A packaging gives more reasons to buy a product – it sells.
Positioning
Packaging increases the value of the company – it transports messages and values.
Visibility
A packaging increases the value of the brand – it increases visibility and awareness.
The new dimension of trade.
Commerce has gained a new dimension today: e-commerce. The packaging has a minor influence on e-commerce. Products are rarely packaged in online shops. It is more important to deliver a product which meets expectations. And that starts with unpacking.
The latter is increasingly becoming a great celebration today. Of these, there are videos, so-called “unboxing”, which generate, by the way, click numbers in the millions. People unpack smartphones, drones or headphones and document their experience in all detail: excited and full of anticipation. The more the packaging matches the values of the brand and the quality demands on the products, the more harmonious and productive is the brand experience. And that creates brand loyalty.
The challengers today: private labels.
At the same time, a very different revolution is taking place in commerce. The global brands competed against each other for decades. Untouched and unrivaled by the private label products. Goliath against Goliath. David isn’t in sight.
At least until now: The challengers are the private labels from the trading companies. Discounters, supermarkets, drugstores, pet food and home improvement retailers create their own brands. These private labels are on the way from underdog to new heroes. They take their market share from established, global brands.
Segment your assortment.
In competition with other brands, the packaging design offers excellent opportunities. Also within the own assortment more and more brands use it to differentiate and segment the own product portfolio.
Thus, different price categories, also different expectations and tastes of customers can be served. The result is often an increase in sales. Customers will be paying more for high-quality, and attractive products.
11 steps to successful packaging design.
Orfgen Marketing takes every step in this process chain – from concept to editorial, from design to production. You determine the requirement profile: from all-in-one to individual steps. The following process is part of our competence in packaging design:
How should you position yourself for the future?
The answer is as simple as logical:
If the packaging is the face of the brand, then the development of packaging starts out of the brand. With claim, values, corporate design, right. However, you have to get better and better to be successful. Put the packaging at the front of brand development instead of the end.
If you want to help a private label to more success, look at the most successful benchmark and make it to your “arch enemy”. It doesn’t matter if your arch enemy is a different private label or a global brand. Competition generates power to be better than the average!
Let’s talk about your future.
