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The Packaging Influence

By Ayush Dev Pant

Packaging is not just for protection, it is a major marketing agency. Packaging is regarded as a pivotal aspect of any product as it creates the first impression for the consumer. It reflects the brand and it alone has the privilege to alter behaviors of consumers. A lot of genuine and good products don’t make the cut due to their low highlights towards the packaging strategy.

There are various elements which help in making the packaging aspect more impactful. The first step is realizing the power of simplicity. Simplicity is sophistication, less confusing and develops moments of visual or auditory calm. Using a lot of elements in the packaging of a minimally positioned company can be very contrasting and consumers will have a difficulty in identifying the brands messages and intentions. Colors play an essential character in the domain of branding and packaging.  The use of colors completely depends upon the branding strategy of the company. Less or more colors don’t define simplicity. Simplicity in packaging is about aligning the messages with the right branding aspects. The logo of the company/product should be clear and the attributes of the product, for example ‘Samsung Galaxy S10’ should be comfortably visible in the packaging with a lucid positioning. We recognize Samsung with the color blue and we find the ‘blue element’ in most of their packaging. Blue is a color that many companies with a telecommunications aspect like to go for, as it conveys trust and security. Companies invest a lot in identifying the colors and fonts that best define their values and objectives. 

Functionality should be an optimum priority in packaging and maintaining style with durability can be a challenge. A product can be distributed to different parts of the world and in that process they go through different transits and stations. That is where, durability and security matters the most. So, balancing style with security can be a challenge but can definitely be achieved with proper R&D and strategies. Also, the size of the product packaging may also speak to perceived value, which means that depending on the type of product, people may think that the product has more or less financial value, based on how much space it takes up.

Packaging is not just about branding elements, it tells everything about the product. The ingredients and nutritional elements are a must for food based products and balancing the branding content, colors, functionality and intense information is not a plain sailing manoeuvre. 

Today, the packaging aspect is going through a transition. Product packages have a massive environmental footprint and is immensely contributing to the uncontrollable pollution scenario. A lot of companies have announced plans to reduce plastics from their packaging. Brands like Coca Cola and P&G have shared their concern over the environment and are working on bringing different sustainability elements on their product’s packaging. There are different measures to address this issue. Choosing materials mindfully will help us realize our actual footprint. The raw materials need to be sourced from an ethical and sustainable company. Having a circular and sustainable packaging model not just decreases the pollution, it significantly adds value to the company and effectively differentiates from the competitors. The transition from plastics to sustainable material can be costly, but will definitely be a game changer in the long-term. A proper and minimal sizing can remarkably decrease the waste. A lot of products have an oversized packaging which is a liability to the company as well as the planet. Preparing the packaging for the round trip can be a catalyst to reduce footprints. Easy-to-open features like perforated tear strips make it easy for customers to open packages without damaging the container, and double adhesive strips make it easy to seal for the return trip. 

Before using a product, a consumer has to go through the process of unveiling the actual product. The actual product experience starts from the packaging and making that experience worth their while, adds immense value to the product itself. Creating a packaging with strategic branding elements, functionality, sizing and environmentally friendly materials can boost sales and lead to a positive as well as progressive brand positioning. 

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