The power of the box
The question is no longer ‘if’ packaging is essential in marketing your brand, you must pay attention to shape, color and design if you want to grab your market share. Focus on structural packaging forms has long been considered a craft that is something of a “dark art,” compared with the perceived sexier world of colors and graphics, but that is evolving.
A consensus of experts who focus on package structure agree that more brand marketers are beginning to understand not only the importance of a package’s shape in brand communication, but also how to use it effectively.
Stuart Leslie, President of 4sight Inc., is among them. “Bright colors will draw the consumer’s eye to a package, but the shape and form tell the story of the brand,” Leslie says. “Form helps them to discover the elements, the qualities of a product. They believe what they see with their own eyes.”
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The shape of a product’s package has strong impact on its value, we can recognize a coke bottle or a Heinz Ketchup bottle out of the corner of our eye for example.
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Those two packaging shapes are distinctive, and the value for their respective brands goes far beyond having statuesque curves and angles simply for appearance sake.