Every product is a silent marketer for itself with a combination of its appearance and aesthetics. Packaging is the amalgamation of the process of designing, evaluation, and logistics that involves a well-coordinated process of preparing goods for transport, warehousing, logistics, sale, and end-customer use. Packaging is responsible for containing, protecting, preserving, transporting, informing, and selling. It is an integral part of every industry and attracts consumers by presenting itself on the shelf. The product's colour, size, and shape have always fascinated marketers and consumers, and therefore they have always tried to make it as beneficial as possible. Packaging can change product positioning and consumer perception, which can be a huge determining factor when making a point of purchase decision. It shapes and influences the consumers' shopping behaviour and is one of the key reasons to repeat purchases.
Packaging is a vast process and comprises several facets, but here are the four key elements to keep in mind:
1. Design: While the fact is that we should try our best not to judge things by appearance, the fact is, we do care a lot about first impressions. Therefore, in a world like this, a product's packaging matters just as much as the product itself. Since first impressions are so significant, a spectacular packaging design will play an essential role in differentiating your product from others, be it the stores, shelves, or digital. In addition, the design emphasizes your brand identity and makes sure your brand story reaches the consumer.
2. Colours: Colour is visible and one of the most critical components of packaging. The end-users first contact point is ever the product itself, it's always the sight, and therefore the perception of the product begins taking shape there itself. A wrong choice of colour can disrupt the brand identity. Not all colours mean the same, like in China, Red symbolizes good luck and prosperity, but in the west, it stands for passion, love, and danger. So, we need to figure out the same based on our audiences. Ultimately, it is all about brand association, and colour can be a good factor.
3. Experience: A well-designed package can take the person through an exciting journey and enhance the product's value. It also determines the perceived value of the product since consumers often pre-determine the amount, they are willing to pay before looking at the price.
4. Functionality: The practicality of the packaging directly impacts the customer experience. Packaging must be simple to handle and convenient for the end-users to open. With the help of innovative designs, attuned to functionality, you can create some things which your customers wouldn't know they needed.
The packaging industry in India is a varying blend of both enormous players and medium and small enterprises.
The pandemic transformed the competitive landscape across many industries. The changing consumption patterns have led to shifts in market share and opened the possibility of new entrants. India has witnessed a surge in its e-commerce sector over the last 5-6 years, and Post Pandemic, Consumer behaviour has changed drastically. People are now inclining towards online vs offline. Factors like sustainability has become of prime importance to consumers and people have adapted a healthier lifestyle consciously becoming more aware of the environment around. Every four of Five Indian Consumers think living a healthier lifestyle is essential. A third of the population wants to achieve financial stability and be protected against health threats by switching to quality and healthy food and sustainable packaging. Apart from the aesthetic benefits of packaging, robust packaging protects the product and makes handling and transportation simpler.
Post pandemic, companies have been tweaking their products, marketing strategies, and service offerings to cater to the evolving needs of consumers while highlighting what matters most today. For example, packaged food product companies focus on packaging materials that support longer shelf-life, while others update their packing designs to include communication around appropriate sanitization. Consumers have now started switching to brands who are taking societal responsibility as well.
One of our clients, Origami recognised the increasing need for sustainable practices in every household. Their focus was to appeal to the increasingly environmentally conscious audience.
The brand name Good Karma (‘karma’ being associated with the cycle of cause and effect’) paved the way for its strategy and positioning. Adopting a ‘caregiver’ archetype it presented the audience with a ‘bit of brown’ for a better being. We designed the brand and helped them with a unique packaging solution to represent what they stand for. The packaging material used a brown craft paper with recyclable film for the window used across various formats like boxes, bags and wrapping paper. Attention to detail by highlighting reusability of certain packaging SKUs, minimizing the number of inks used, and easy to carry packaging brought the entire brand proposition to life. Our holistic packaging solution established the brand and enabled the customers to do ‘good karma’ in life every day.
Irrespective of the strategy adopted by the company or consumer, each strategy boils down to an impact on packaging on people and around. Packaging already had a crucial role in the consumer buying experience, but it is now an irreplaceable bridge between consumers and brands for effective communication.
Desworks design brands, packaging products and provide sustainable solutions that are crafted with methodological research and cultural insights, using the right material ensuring sync with the brand communication. Get in touch with us for customised solution for your brands on https://desworks.bizongo.com/servcies or write to us at email@example.com.