A significant part of the activity of any company is its own promotion, gaining the trust of the target audience. It is carried out through advertising, corporate identity (letterheads, promotional packaging, employee uniforms), communications and social activities.
Many people do not pay enough attention to the packaging, thinking that the quality of the product speaks for itself. But the truth is that it is consumer associations that bring success and recognition. It is necessary to strive to ensure that the product and brand are closely intertwined in the minds of people. This can be seen at Pampers, which has virtually eliminated the use of the word "diaper", and Xerox, whose copiers have an 80% share of the market.
First steps
Of course, it is not only unprofitable, but also inappropriate to use different packaging for your own homogeneous product. Therefore, before the promotional packaging is ready, it is necessary to decide on the corporate identity and image of the company. They will form the subsequent appearance and design of the product on the shelf.
The brand should be easily recognizable and have high recall rates. To develop a suitable corporate identity, a focus group is created that includes different representatives of the target audience. Further, they are provided with different samples and layouts of design or packaging, marketing research is carried out on their perception.
The impact of packaging on the final cost of products
Printing carton packaging can significantly affect the cost of products in the case when the volume of orders is small. On the other hand, the advantage, which gives the original selection of the product among the many homogeneous, many times covers all associated costs. High-quality promotional packaging in the eyes of the consumer is the rationale for a higher price. It is for this reason that today one hears about brand value that exists separately from the product itself.
Souvenirs and gifts
Brand gifts are an integral part of the existence of any self-respecting company. In order to make a lasting impression on consumers, unique gift packaging is created. It will not be so expensive to order it in bulk, but in piece copies it may exceed the value of the contents.
Thus, promotional packaging today is one of the types of competition and self-promotion. Many companies are involved in the careful development of a unique presentation of their own product. Some focus on convenience and practicality, others on prestige,the third - on originality and intricacy. Packaging design takes a lot of money. The first impression of a product and company is very important, so great attention is paid to how people will see the product, whether it will arouse their interest and desire to make a purchase. Therefore, we can safely say that packaging is a significant element of branding.
