On a theoretical basis, food packaging protects a product to avoid damages, but it is more than that in practice. A survey where 30 random people have participated shows that even though the costumers prefer a lot of information about the product in its package rather than a colourful package (in a 70%), when they choose a food product for the first time they opt for a good appearance instead of a great taste (a 36’7% prefers an standard or an elaborate packaging, but just a 26’7% gives priority to the taste).
First of all, we have to consider that the packaging is strongly related with the brand’s image, so shape and content come together in a transmission of the line of thinking of a brand and the product that it offers. In the food area, the costumer avoid impulse purchases, but if a packaging catches the eye and contains of the basic information of the product in a clear and visible way, it is probable that this product will be bought. When a costumer is at the supermarket and has to decide for the brand of a concrete product, the first thing that he or she sees (besides of the price) is the package. As the survey has proven, the costumers prefer be guided by for the product (in a 60% of the cases) rather than for the brand (in a 40%): it is important then that the brands use packaging strategies
that make easier the product’s visualization. In the Código Visual blog are defined a group of trends and decisions that take place at the time of packaging, and contrasting this information with the survey results, we have drawn these conclusions:
If one package evokes an experience or emotion somehow by its colours, its message or its shape, it’s more probable that it will established itself as crucial for the costumer. The survey has shown that if the packaging is great, in a 73’3% of the cases that brand’s product will be consumed constantly even though its taste is poorer than other ones.
The most important information for the costumer is the production date and the expiring date, that’s the reason why they have to be highlighted in the packaging: the survey has revealed that its preferable that they can be perfectly read even though the packaging is less colourful (in a 70%) rather than a colourful packaging with less information (30%).
The costumer prefers a lightweight and easy to carry packaging. What is more, in the ecological environment where we live nowadays, it is important to use biodegradable, reusable or easily recyclable packagings. In the food area where we are constantly consuming, this is really important.
Depending on the age, gender and the consumer’s way of life, one type of packaging will be more suitable than another one. We need to focus in the consumer habits of every market segment and adopt a different marketing strategy for each one: for example, the kids will love a colourful packaging with drawings; the young people will look for something with vitality; the old ones will prefer one that allows them to see clearly the product they are buying and that explains them how to use it, while it makes them feel the vitality. What is more, in food packaging exists the fact that the costumer can be vegan, veggie. celiac, diabetic, etc.
It is important to bear in mind that the packaging has to be always optimum for its using, with easy instructions for its opening and shipping considering any functional and sensorial disability that the costumer could have. At the same time, as we have mentioned above, the packaging’s design has to be different for each market niche. The equilibrium between universality and particularity has to be perfect.
If the packaging is unique and funny, the costumer will fall for it inevitably. If in addition the design changes according to a particular promotion or a time of the year, this will be a primordial attraction. It is also important the continual renovation of the brand’s packaging, because it shows that the sellers are involved actively with the costumer. The survey revealed that more than the half of the respondents (56’7%) prefers trying new packagings when they buy food rather than buying always the same brand (just a 43’3% choose this last option).
Besides all of that, it is important to keep in mind what kind of packaging we are creating and its final goal, because the features are different for one little packaging that is on the supermarket and for one big cardboard box for shipping. The important things to consider when creating a packaging are: size, shape, thickness, the nature of the product, impacts falls or bumps during the shipping that it can suffer, moisture, pressure, etc. Depending on distribution and point of purchase conditions, one steps or others are taken, and in food packaging this is really relevant to ensure the good conditions of the product from beginning to end, as well as the preservation of its taste and its nutrition values.
As a conclusion, it can be said that when a food product is being labelled it has to be included by law the product’s manufacturer and how to contact it, the name of the product, the description, the weight, the ingredients, the cooking instructions, how to preserve it and how long it can be conserved, the point of origin and all the information about allergies.
