Tim O’Reilly* says, “Packaging design is the connection of form, structure, materials, colour, imagery, typography, and regulatory information with ancillary design elements to make a product suitable for marketing.
(Timothy O’Reilly is an Irish-American author and publisher, who is the founder of O’Reilly Media. He popularised the terms open source and Web 2.0.)
If you’re reading this blog, its shows you care for packaging and your brand is a priority. Read on.
Packvertising is the term used for all packaging, which in itself is a form of advertising.
Packaging is a huge, dynamic and a very imaginative medium. Packaging fulfils many roles such as branding, identification, protection, marketing and transportation.
Designing packaging for products is a little more complicated just putting them in grey boxes.
The medium counts.
Will it be a simple custom printed cardboard box, or will it be a high-end rigid box?
The design needs to attract and also provide information about the product.
Look at the competition. What works for them and what doesn’t.
How much does durability and weight count?
The packaging should appeal to a well-defined buyer
Promote your product’s unique selling point
Communicate your brand’s identity
Why does packaging count? Packaging evokes emotions. Simon Preece (Forbes) says:
“Consumers act when a brand makes them feel something. When someone looks at you, you’re compelled to look back to determine the nature of the attraction. That’s your survival instinct at work.”
Packvertising is a marketing strategy that uses a product’s packaging as the primary form of advertising. It’s essentially turning the box into a mini-billboard that directly reaches consumers on the shelf.
Cost-effective: Compared to traditional advertising methods, packvertising can be a more budget-friendly option. You’re using packaging that would already exist anyway, and incorporating marketing messages into the design.
First impression: Products on store shelves are competing for attention, and packaging is often the first thing a customer sees. Packvertising helps you grab attention and make a strong first impression.
Brand storytelling: A well-designed packvertising campaign can incorporate creative elements to tell the brand’s story and connect with consumers on an emotional level. Multi-functionality: Beyond just advertising, packvertising can also incentivize repeat purchases, include instructions or recipes, and even add a playful element to the product.
Some examples of packvertising:
Cereal boxes with games or puzzles printed on the back. A clothing company using the garment bag to tell the story of the sustainable materials used. A coffee company incorporating brewing instructions and fun facts about the beans on the packaging. Overall, packvertising is a creative and strategic way for brands to leverage their packaging as a powerful marketing tool.