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HOW PACKAGING IS USED TO PROMOTE PRODUCTS

V. Ryan 2013

 

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Packaging is very important in the promotion of a product. Good packaging and interesting aesthetics will attract the attention of potential customers. Good packaging can be influential in the decision to purchase a product. Packaging in combination with an advertising campaign and the right price, a product can be successful. Packaging, pricing and advertising alone will not secure success, if the product does not live up to expectations.
   
 
   
Careful design of packaging, including aesthetics, colour schemes, shape and form, often leads to a desire to learn more about the product inside. The choice of a culturally acceptable colour scheme that targets potential customers, is also an important aspect of packaging.
 
The packaging should be manufactured from the right materials, ensuring that the product inside is not damaged. Potential customers today expect packaging to be environmentally friendly. Consequently, the use of sustainable, recyclable and bio-degradable materials is essential. FSC trust packaging, that is distinctive and different compared to the competition, usually leads to customer interest.
   
 
   
Logos and symbols are often applied to packaging, especially by companies that regard their products as a ‘brand’. Branded products often have an advantage over non-branded products.
   
Some successful products are promoted through competitions, contests, sales and discounts, on their packaging. Products can also be promoted by a well known celebrity
   
Customers / potential customers can used their smart phones to enter an interactive world, directly from the QR code (Quick Response Code) on the packaging of products. When scanned, the code directs the phone to display the website linked to the product. This usually promotes the product and is often an attempt to persuade the customer to buy it.
   
   
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