roehampton uni
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The Importance of Packaging in Marketing
The Importance of Packaging in Marketing
Stuart Dessler, Gelske Huyer, Jassi Sanghera, Sarah Strenger & Junming Zhang
The Importance of Packaging In Marketing Communications
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The Importance of Packaging in Marketing
Packaging in Food
Simple standout
Marketers beginning to recognise the value ofsimplicity and clarity in food packaging graphics
New rule of communication: instead of 5 colours
you can do really good things with 2 colours(Domenic Lippa, co-founder of Lippa Pearce)
Criticism of value range products being toosimplistic
Monochrome design that implies you are poor
Offends the customers
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In breakfast cereals there used to be visualdisorder, now they simplify their packaging and
communication to mirror basic ideas
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The Importance of Packaging in Marketing
Perhaps the most noticeable trend in packaging is the
humanization of the product. Graphics, type, colours,and copy all are seeking to engage the consumer in
dialogue rather than acting as billboards. Simplicity and
honesty are refreshing and effective. Cute and fancy
will always work in niche markets like preserves andnovelty soup, but timeline type and non-boastful copy
has become the norm and is more effective
Rick Braithwaite, Sandstrom Design
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Copywriting has changed
Innocent Smoothies have let the way in creativecopywriting
Less formal: instead honesty and humour areemployed as linguistic tools on packaging to
engage the consumer and build trust and integrity
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The Importance of Packaging in Marketing
Implying Quality
Consumers can go to supermarkets and grocerystores all over the world and buy premiumversions of staple products
Tea, coffee, bread, water, etc
The quality of packaging can help persuade acustomer to spend more than they usually wouldfor a product
Part of the perceived differentiation comes throughthe design of a product
Focus on the display of the product, not just how itlooks in a food cupboard
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The Importance of Packaging in Marketing
How much would you pay for this bottle of water?
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The Importance of Packaging in Marketing
How much would you pay for this bottle of water?
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The Importance of Packaging in Marketing
Case Study: LEGO
Aims to eliminate buyers remorse (when aconsumer reviews their purchase decision andregrets)
LEGO now uses augmented reality technology on
the side of its packaging to give consumers anidea of what the product can produce
Consumer takes the box to designated kiosks inLEGO / toy shops & watches the packaging cometo life on a large plasma TV
Completed kit seemingly pops out from thepackage!
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Case Study: Bandai & Aurasma
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Introducing augmented magic to packaging oftoys, allowing you to play with the toy withoutgetting it out of the box
Trial with Thundercats & Ben 10 range inSainsburys stores
Toy will spring to life when you use a smartphoneor tablet