The Power Of The Package
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Hey branders, marketers, product development managers and packaging pros. It's time to step up to the plate with your product packaging. Mainstream advertising is losing ground. No one is paying attention to it any more. That puts packaging in line to take its place and capture the consumer's attention and get up close and personal.
Hey branders, marketers, product development managers and packaging pros. It's time to step up to the plate with your product packaging. Mainstream advertising is losing ground. No one is paying attention to it any more. That puts packaging in line to take its place and capture the consumer’s attention and get up close and personal.
So what are you waiting for?
Over the last several months, I have shared with you in my articles the reasons that it is imperative for packaging to positioned at the right place at the right time.
• "Retail's First Moment of Truth: The Package"
• "How To Make Your Product Packaging Newsworthy"
• "It's Easy Being Green - Packaging Your “Green" Brand"
• "Launching a Brand at the Super Bowl With Dreadful Packaging"
Now, it's your job to make your packaging work for your brand and your company.
So what constitutes compelling packaging brand? How "connected" are you to your consumer? Here are a few emotion descriptors that your package must convey. Does your packaging Engage, Evoke, and Engross the consumer?
Let’s look first at ENGAGE: to attract and hold by influence or power. Can you say that about your product packaging? Or is your product packaging just the opposite? Boring!
Think about what you can do to improve the odds that your package will engage a consumer: Colors, features, shapes, value and benefits are all ways to reach out with your package.
EVOKE: To call forth or call up as in evoking memories. What about your package will make the consumer recall a successful or enjoyable product experience? How can you make them remember that they were satisfied in buying your product? In case they haven't purchased before, what is going to "connect" them to your product on your package? What is so special about your package that they have to take a closer look?
ENGROSS: To engage the whole attention of (and that's the key point). You have to get their attention to pick up our product before they can even consider buying it. Use features that will capture their interest in seconds because that's all the time you are going to get before they move on.
Another "feeling" word that conveys a strong and compelling brand is TRUST. You must create a place where people look for information and feel more secure doing so. It's important to understand the strength behind the brand and why people turn to it for a sense of security and information. So what about your product packaging conveys the experience that consumers can trust your brand?
Regardless of the reason a consumer may be in the store or looking at your product, introduce them to a "lifestyle" experience . . . trust, security, necessity or even peace of mind. Your package presence needs to call out "Buy Me" because I provide the experience of all of the above emotions.
Product branding is a powerful influence on everyone. It’s important to understand the strength behind the brand and why people turn to it for a sense of happiness, satisfaction, security and information. The best of all brands cross gender, ethnicity and age demographics. That is to say that everyone will recognize and identify with the brand. In my presentation "Does You Packaging Speak Human" I spoke about "Universal Truths" in packaging that cross these boundaries also.
If you have to pick one, the best single word emotional response you can give to the brand is "ENGAGE." People are connected to the brand at all levels. That is a great position to be allied with. So that's what you need to do with your product packaging. You have the brand statement behind you now you need to "ENGAGE" the consumer.
When you capture the power of the package people will integrate your product into their everyday life. They will not just turn to it as a convenience but as a necessity for comfortable living. So create your own story through powerful product packaging. Whatever your category, you should strive to engage, evoke, and engross the consumer to revitalize your brand through product packaging
JoAnn Hines's Last Articles :
Packaging: The Hidden Power Player In A Global Society
How to Package A Cause To Sell More Products
It's The Packaging That's Making You Fat
Packaging That Sells Products or Not
Are You Wanted By The Packaging Police?
Beer Profits Drop - Could It Be The Packaging?
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