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 (official forms, promotional packaging, employee uniforms), communications and social activities.
Many people do not pay due attention to packaging, thinking that
product quality speaks for itself. But the truth is that it is consumer associations that bring success and recognition. We must strive to ensure that the product and brand are closely intertwined in the minds of people. This can be seen in the company Pampers, which virtually eliminated the use of the word "diapers", as well as Xerox, whose photocopiers occupied
a market share of similar equipment, accounting for 80%.
First steps
Of course, it is not only unprofitable, but also impractical to use different packaging for your own homogeneous product. Therefore, before the promotional packaging is ready, it is necessary to determine the corporate identity and image of the company. They will form the subsequent appearance and design of goods on the shelf.
The brand should be easily recognizable and have high memorability. To develop a suitable
corporate identity, create a focus group that includes different representatives of the target audience. Then they are provided with various samples and mock-ups of design or packaging, market research is conducted on their perception.
The impact of packaging on the final cost of production
Printing cardboard packaging can significantly affect the cost of production in the case when the volume of orders is small. On the other hand, the advantage that the original allocation of the product among the many homogeneous gives, repeatedly 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 you can hear about the brand value, which exists separately from the product itself.
Souvenirs and gifts
Company gifts are an integral part of the existence of any self-respecting company. In order to make a lasting impression on consumers, a unique gift wrapping is created. It will not be so expensive to order it, but in piece copies it may exceed the value of the contents.
Thus, promotional packaging today is one of the types of competition and own promotion. Many companies are carefully developing a unique presentation of their own product. Some focus on convenience and practicality, others on prestige, and others on originality and sophistication. Enormous amounts of money are spent on the development of packaging design. The first impression of the product and the company is very important, therefore great attention is paid to how people see the product, whether it will arouse their interest and desire to make a purchase. Therefore, we can safely say that packaging is an important element of branding.