Packaging & design elements are vital marketing strategies since they strengthen the appearance of a product and attract as many consumers as possible. In some cases, packaging cost more than the product itself in order to effectively lure consumers to buy it and promote itself.
It has been evident that consumers initially judge products by their packaging which eventually lead them to their final purchase decision. Attractive and convenient packages are crucial so as to attract first time users and maintain existing ones. Marketers here are trying to intervene in the first stage of consumers’ decision process.
For instance, most of beers are sold in cans and glass bottles, though there is considerable variation in the proportion between different countries. Cans protect the beer from light and harsh environmental conditions and are less prone to leaking over time than bottles. Cans were initially viewed as a technological breakthrough for maintaining the quality of a beer. However, over the time, cans become commonly associated with less expensive, mass-produced beers, even though the quality of storage in cans is much like bottles. Plastic (PET) bottles are also used by some breweries. The packaging of a beer actually demonstrates the product quality and identity. It is a marketing tool used to reflect the brand. The logos, fonts and description are designed in such a way to stimulate consumers and drive them to buy the product.
Innovation and creativity are two important factors to capture customer’s attention. Packaging has become an essential part of our contemporary-modern lifestyle as it communicates the product.
Nowadays, packaging is viewed as a mode of competition between different brands of this product category. Package design that breaks through the shelf clutter gives the brand a strong competitive advantage. Packaging must be relevant, unique, attractive and convenient in order to visually engage consumers and become memorable in their minds.