Packaging Design

Kshocolat Packaging, Edinburgh. Photo by Equalizer.



The Pot by Chocolat Factory, Madrid. Photo by Equalizer


Kitschy Arabic Packaging. Photo by Equalizer

How important is packaging to any product? Infact the concept of packaging is trivial compared to the quality of product. However over the years, packaging has evolved from a functional element with a clear message to an aesthetical element with a luring message. As the world becomes more and more competitive in quality and marketing takes on a bigger role, forms of differentiation begins to take shape.

How do you quantify an intangible vague concept such as aesthetics? and how does that manipulate the perception people have to a certain product? Can you enhance peoples perception of your product? How much should you spend on packaging?

1. An aesthetic element is purely seen from a cultural perspective. What you see as beautiful in one culture, might be ugly or less beautiful in another. However cultural interactions over time tend to mold aesthetical perceptions together. Also what is too common becomes normalized in peoples minds. People examining other peoples texts, like Arabs examining Chinese text, might find it amusing and probably beautiful, because they are not used to it. A good understanding of cultural perceptions and their receptiveness to ideas can be used to create an efficient aesthetical image.
2. By creating an good aesthetical packaging solution you can manipulate how people perceive the product in two main aspects; quality and target audience. A lot of the confusion of packaging, occurs at the design level, where designers have the slightest idea of what the target market really appreciates on an artistic and aesthetical level. Also the lack of differentiation means that they would follow a line similar to others. In order to make the product stand out in a jungle of other products, the design has to have unique elements to it. Enhancing the image of a product has to be closely followed by product quality enhancement, because continued sales is not reliant completely on packaging design, however it would assist in reminding buyers to make a purchase again.
3. Packaging design is usually considered a cost attached to the product, therefore would be given certain constraints to keep production costs down. However, if you assume the added cost of better packaging design as a marketing cost, then it would be part of your marketing budget. In an evolving consumer world, marketing channels are evolving with it. This means that traditional forms of advertisments are shifting into new techniques and methods, such as web and email advertising, indirect product buzz agents and instore marketing. A more direct focused approach rather than blanket advertising would lead to cost savings in one respect and alowing you to focus on other channels such as packaging.