The packaging is an essential element to consider when a product is being sold. Because of that, is not enough. For this reason, it would not be enough just to think in a packaging that protects the product and allows a good carriage, it would also be important to make an effort for an appealing design that will attract costumers and not abandon the corporative identity of the brand. Thus, a great packaging strategy will consider an attractive design that evokes the philosophy of the brand that creates the selling product. Following these points, another relevant aspect of the packaging is that this needs to include the instructions for use in a clear way and, always when possible and mostly in a non-illustrative packaging, the packaging should let see the product. This cannot be done in any way, it should be organically integrated in the general design. In a time where the costumers tend to buy the products because of its low price without looking twice the brand but framed in a pure consumerism that seeks for constant renovation, brands should consider some packaging arguments and bear them in mind.
The starting point to understand all of this it’s the fact that each brand contains a visual logo. This logo already generates an image for that brand and distinguish it, at the same time that evokes sensations, emotions and is related with the characteristic values of that brand. This way, when a package or a label is being made, clearly this logo should have an important presence, plus the graphic designing strategy that adapts to the logo and links with the product. It cannot be forgotten that even the material which is used to create the packaging speaks about the product and cannot be a contradiction, so the pack needs to be coherent. So the package has to speak in its graphic designing and with its material and format. We can never forget that the first thing the costumer sees is the package, and if it produces some stimulation in him or her, even though he or she had an initial intention this can change because of this. For example, Giovanni Rana is a great case mentioned in a post of the APP Blog Usa el packaging para fidelizar a tus clientes: Identidad de marca written by Liz W. where is explained that changing the typical package for a one made of paper kraft was more according to its handmade essence and was more in tune with the ecological environment increased the sales in a 40%. This shows that sometimes a simple change meaning something important can have a great impact. Besides of that, the colours and the symbology are the key to generate visual messages and it must be understood its meaning in the packaging and how they influence the brand. It’s because of this reason that there are companies dedicated exclusively to take decisions related to that, from choosing colours and expressive shapes for a name to the generation of a more complex design to insert in a concrete packaging. With all this explanation, one can understand that when creating a packaging we are not only creating a box that contains something, deciding some random colours and a random name and launching the product directly: it exists a decision-making process and in tune with a commercial and strategic line of thinking that drifts most of the times in memorable packaging designs, such as the ones explained in the post: ¿Por qué es tan efectivo el packaging creativo? published here beforehand.
