The Marketing world is bursting with hype in the realms of social media, digital, and content marketing. In the current environment, you can’t go anywhere without hearing about strategies for growing your social media following or how to create viral content. Of course digital and social media marketing strategies are incredibly important for all marketing enthusiasts, but does the emphasis put on these trending marketing tactics imply yesteryear’s marketing principles are dead?
Don’t start mourning yet. While many classic marketing and advertising trends may be passé today, packaging is one element that has withstood the test of time. According to Adage, 64% of people say they often consider buying a product as a direct result of being attracted to its packaging, even without previous knowledge or research on the product itself. This means, that even with everything going digital, packaging still has the power to make or break a company’s sales.
The power of packaging
Packaging and logo design are a huge part of how we view brands. We find comfort in their familiarity, shock in the changes, and entertainment in new and interesting features.
From a marketing standpoint, a brand’s packaging is in essence what makes products fly off the shelves. Because packaging is the main marketing element consumers see while they are in purchasing mode, stand-out package design remains a vital part of a brand’s overall marketing strategy. People are drawn to the colors, patterns, logos, cut-outs, and intricate design elements found in packaging, and tend to associate all of that with the product itself.
Remember, your packaging represents your brand’s persona. Bright colors, fun details, and intriguing textures all communicate quality, while also adding a bit of pizazz and the ever important “cool factor”. For marketers and package designers this means you must incorporate unique design elements in order for your product to get noticed. Being clever and playful with design through humor also doesn’t hurt to help you stand out.
It’s not enough nowadays to use basic colors and shapes. Instead, it’s vital to come up with the ultimate sleek and stylish shapes, vibrant colors and textures, and innovative design elements such as cut outs to make your product truly one-of-a-kind.
Packaging that does it all
While it may seem that packaging is all about the visuals, it is actually so much more than that. Packaging has the ability to be more than just a pretty face, and package functionality is becoming increasingly important to the perceived value of the product itself.
How many times have you been in a situation in which you buy a product, but are unable to even get it out of the package without cutting it into pieces? How about when you can’t get the remaining ketchup out of the bottle? While these frustrations may seem petty, solving these woes can be a huge win for your overall marketing strategy.
For example, when peanut butter became squeezable, it offered consumers a new convenience, solving the problem of trying to scrape the last drops from the bottom of the jar. Additionally, portioned packaging such as 100 calorie packs contributed to huge profits for a variety of snack manufacturers.
So what can we learn from these cases? Creating packaging that actually solves your consumer’s problems and makes the product within easier to use can actually help your brand win more customers and blow away your competition.
New trends in packaging
Like everything else, packaging goes in and out of fashion. What was cool 15 years ago would look a bit ridiculous nowadays. As you have probably noticed, it is important to incorporate sleekness into your design. People are no longer into gimmicky or obtrusive looks.
Instead, using beautiful colors, patterns, and textures for quality, simplistic design can go a lot further. Other key trends in packaging include environmentally sustainability, adding culture and personal stories, utilizing clear design which focuses in on the product itself, and hand illustration.
By keeping up with the trends, your brand and product will be perceived as being modern, and aware of the times–both elements that are essential to driving purchases.
Shockingly, despite the importance of packaging in today’s digital age, less than 20% of consumers from Adage’s study report being satisfied with the packaging they see in stores. For marketers and package designers, this means there’s tons of work to be done. Thankfully though, by staying trendy, incorporating functionality, and adding some creativity to your packages, you can easily promote a more complete, well-rounded marketing strategy to increase sales and improve brand loyalty.
Shelagh Hammer, Marketing Manager, Highcon, the experts in digital finishing solutions. Their Euclid printer is the first of its kind to digitally cut and crease paper, labels, cardboard and microflute easily and efficiently–making designing high quality, customizable packaging easier, quicker, and more cost-effective than ever before.