Building a packaging brand seems simple at the outset. The only problem is you have to understand what the consumer wants and expects in their product packaging. That consumer is on the move too. They are time crunched, overworked and overwhelmed with information and even worse you have only 2.6 seconds to convince them to pick up your product for a closer look. So how can you "connect your message" with the consumer?
The package has an immense role to play. Besides transporting, protecting and keeping your product secure consider what other things the package is doing simultaneously: educating about what’s inside or how to use the product, helping the consumer to make an informed purchasing decision, making it convenient and easier for the customer to use, providing a sense product integrity and trust in your brand. Heard enough? Can your package meet these criteria?
It’s the emotional connection that builds today’s brands. How you make that connection is what separates successful brands from those that fail to make the grade. The package needs to "engage" the consumer by clearly stating value, benefits and reasons why a consumer should make the purchase. How will purchasing the product make someone’s life easier? How easy or convenient is it to use? How does it mesh with the consumer’s lifestyle? And most importantly, what’s in it for the consumer once they make the purchase?
So what constitutes compelling packaging brand? How "connected" are you to your consumer? Here are a few emotional descriptors that your packaging must convey. Does your packaging Engage, Evoke, and Engross the consumer?