The outside appearance of the packaging is the first and crucial factor that define the success rate of the newly launched product. In the process of introducing a new product, the packaging may be the first point that the developing company will present to the end consumers. It’s not only a shield; it is the image of the product telling key messages to the consumer. The manner in which the packaging is selected determines the extent to which the intended audience will be attracted coupled with the ability to differentiate a product in competing markets. Getting it wrong with packaging for product launches can be disastrous, whereas doing it right can catapult the brand to even better brand awareness.
The Importance of Brand Communication of Packaging
In a way, brand communication of packaging is all about making sure that packaging communicates the right message. It is much more than product protection since it portrays the insight, culture, and attitude of the brand. Of course, when creating a new product, the use of packaging color, fonts, or graphics will depict trustworthiness, luxury feel, ‘green’ environment, or fun. For example, glossy and clean cut very neat designs may associated with the brand with luxury while bright and flashy designs may appeal to the younger and more dynamic market.
Another important area, which has to be considered, is understanding the concept of brand quality product packaging. The external cover of the food is as good as the content inside it. While, a shoddy, low cost, or thoroughly petite package may ‘tell’ the customers that the product is worth so much, however impressive it may be in reality. As for the weaknesses, there is one important thing: low quality of the pack causes a low image of the product, while anti-smooth, robust packages improve the idea of quality and, therefore, the image of particular company specialistsare to focus on these features.
Creating the Right Package Concept
The first aspect of the success of the product launch is the development of the package idea with reference to the brand image and the objective characteristics of the product. To accomplish this one has to determine the need of the product as it pertains to dimension, form, stability, and a product’s ability to last on the shelves.
Such common examples that might be given include the packaging of fragile items will need extra protection more than consumable products will require a packaging design that gives an impression of freshness and easy to open ease.
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