High-value finishing effects can be an effective way to differentiate your brand, making it stand out in stores. This is no regularity for all brands though. Think for example of expensive products like the famous red wine Chateauneuf-du-Pape in comparison to a small priced product like toothpaste: it’s the exclusive wine that has the plain look, while the toothpaste has the shiny luxurious packaging design with high-value finishing effects. Read more…
Tropicana is an interesting case to prove the importance of both brand recognition and “shiny packaging”. After redesigning their packaging in 2009, sales for their premium orange juice dropped 19%. This drop in sales can partly be attributed to the change of colors and effects resulting in less bright and shiny packaging which doesn’t stand out as much on the shelf. Read more…
What is the essence of marketing? A question every marketer will answer differently. Most answers will underline the importance of understanding the customer, although the approach can differ immensely from company to company.
While there is no right answer to the question, we do find the opinion of Rory Sutherland to be worth considering. Rory Sutherland is Vice Chairman of Ogilvy and a world-renowned speaker at events like TEDx and iStrategy. His opinion is that psychology is the basis of a good marketing strategy, something we often forget in the digital world where data is abundant and decisions are usually based on numbers instead of ideas. Read more…
If you go to many marketing meetings you’re probably sick of the term “think outside of the box”, so let’s take a different approach. Can you put something in the box after your product has been used? Read more…
Apple’s attention to detail stretches out far beyond the product itself and even encompasses the packaging where the products are shipped in.
While packaging may seem secondary to most consumer electronics companies, Apple takes package design very seriously. It comes as no surprise then that, in addition to all their technical and design patents, Apple also has a number of patents on package design.
For Apple, the user experience starts when picking up the box. Anyone who has ever opened up an Apple product anytime in the last 15 years can attest that Apple’s packaging is elegant and intensively thought-out.
Packaging is part of the product , not an afterthought.
Packaging University lists the 5 biggest Packaging mistakes that you can make when bringing a product to the market. Number 1 is simple and straightforward, namely forgetting to consider packaging for your product.
Here is the (check)list:
- Waiting Too Late To Start Thinking About Product Packaging
Solution: Think about your product packaging at the very beginning of product development.
- Not Doing Your Packaging Homework
Solution: The important thing is to recognize that the more advance preparation you do, the better your packaging outcome.
- Not Choosing a Packaging Material
Solution: In order to package a product, you must first narrow down the resource and material universe.
- Not Taking Advice From Others
Solution: Listen to what other people have to say about your product packaging.
- Not Being Realistic
Solution: I know your product is fantastic, but you may need to start out on a smaller scale than you envision.
Find the complete briefing on Packaging University