The presentation of a product
Packaging is considered the ‘hidden seller‘ since it represents the first real visual and concrete contact of the brand in the mind of the consumer. It constitutes the first fundamental perception the consumer makes with the product. Being able to make this the first positive ‘impact’ in the decision-making process in choosing the product means knowing how to stimulate and motivate the preference of the consumer to buy. This is essential to keep ahead of the competition. For the packaging on the shelf the 5 second golden rule applies: Seen, Appreciated, Purchased.
The brand identity and emotional connection as a lever
Brand Identity is the lever that creates the emotional connection between the product and the consumer. The recognition of its significance is fundamental in conveying to the customer the differentiation of our brand from our competitors. Today more than ever it is important to create a link to an emotional aspect, regardless of words used, in order to make instinctive recognition of values and brand positioning. This mission is conveyed through the Brands Visual Essentials with tactical use of colours, font, selection, positioning and processing of images, type and finishing of materials and functional elements.
The promise of the brand
It is essential to keep in mind that today’s consumers are much more informed, aware and conscious compared to those in the past. Therefore when you create the look & feel of a packaging, its Brand Identity, it is very important to be honest, clear and have an authentic project in order to maintain a high and consistent level of credibility for the product. These are the basic conditions not only for the repurchase, but to avoid boomerang effects that overwhelm not only the brand, but the whole chain of the producer and its reputation.
Consumers rarely carry a shopping list. They look at the shelf for a few seconds and it is in that moment that ¾ of purchasing decisions are made. However online purchases are made with a more careful and targeted approach, with consumers searching for values or innovative brands. The consumer is more inclined to experimentation and in this case the packaging, losing its three-dimensional aspect, needs a more tactical approach with communication aids to help it self-sell. In this area of sales the job of pack-designers must be supported by a brand identity reputation strategy more stringent and accurate compared to the target of users to compensate the lack of physical contact that can be established on the shelf.
Packaging still plays a key role in building a relationship between brand and end user, even long after the initial purchase. The experience, in fact, continues to be assessed in terms of value, quality, ease of use, storage capacity and recycling. They are also the type of positive user experiences that create loyalty, leading consumers to repurchase the product.
Updating or, even better, innovating the packaging of your product both in technical terms, and aesthetically/communicational, is the lever that allows you to build and capitalize immediately on the point of sale, that is, at the first ‘physical’ contact with the customer. The ability/credibility of the brand/product to meet the needs of users, providing them the attention/response that, day after day, consolidates satisfaction, trust and willingness to repurchase, i.e. loyalty. From the outset it is strategic that the packaging agency responsible for the development of a new project is able to play not only the role of interpreter of the aesthetic-communicative aspects of a pack/range, but also to know how to be a stimulus as well as of a competent support to the company agent in the technical/functional/implementation issues. These are equally crucial to allow a brand to differentiate itself and be successful against its competitors, even through packaging .
This is one of the plus points on which Senesidesign has built 36 years of success.