We all come across with packaging every day. Whether we are shopping at our local supermarket, packing our lunch at home to be taken in the office, or buying a cold drink, we will come across product packaging. Since the product packaging plays an important role in purchasing decision, re-designing of the packaging, from time to time, is of vital importance.
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Most consumers may not be thinking consciously about the packaging while shopping but certainly their un-conscious mind is continuously analyzing every aspect of the packaging of the product. During this process of analyzing, they are secretly making a decision about the purchase. Realizing the importance of product packaging, as a businessman, you must consider the re-branding of your product packaging.
Packaging is, now, viewed in a different perspective and for most of the businessmen; it is fundamental part of their sales strategy. Brands understand the great value of packaging and the important role it can play in generating sales. According to a study, 70% of shoppers’ decisions are made on spot. It means millions of dollars spent on product marketing does not affect much because consumers’ decision to buy a product is not made prior to visiting a store but instead in the store itself. It means that through advertisement you can inform your customers about the product only but cannot force him to purchase – purchase will be made after physically inspecting the product and it packaging. For example, a consumer may see an advertisement of a product many times on T.V. and made a decision to purchase it but when he actually enters the store, he observes many other brands displaying along with this product; now the attractiveness of the packaging may change his decision and he may go to purchase another brands (impressed by its unique packing). It means that “packaging designs” defines a sale.
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TIME FOR RE-BRANDING PACKAGING:
Sometimes it is not only the packaging which is to be changed but the whole company is to be re-branded. Company’s re-branding is very common and many big companies are re-branding their companies totally or at least some of their brand- features. At this stage, re-branding of the product is also done for consistency. It is very important because if consistency across all product packaging is not maintained, you may lose business. Shoppers learn to recognize brand styles and often look for same style, logos and colour scheme subconsciously.
TO ATTRACT NEW AUDIENCE:
To attract new customers, re-branding of the product packaging is done. Product packaging will appeal to certain type of customers. For example, a product packaged in a pink box with pictures of the product will attract female consumers.
If you want to broaden or change your customers, you need to re-brand/re-design your packaging. McDonald’s is one example of this.
TO BE DIFFERENT FROM THE COMPETITORS:
You can re-brand your product packaging if you want to be different from your competitors.
You will re-design your product packaging if you want to mention the “inside contents” on the boxes. This method will appeal to customers. Much emphasizes is put on products’ nutritional value and benefits.
TO COUNTERACT NEGATIVE PUBLICITY:
This is a good reason to re-brand your product packaging. If your competitor has made negative publicity of your product/s, you have to re-design your product packaging,pulling your customers out of that mental state of negative publicity. You will give a clear-cut message to your customers counteracting the negative publicity. Since your old packaging has haunted your customers with negative publicity, it is necessary to change the whole design and styles of your packaging – this new design will help a lot to revive your customers’ confidence towards your product again. In this way, you will represent your company in a new light, and, psychologically, it can serve as metaphor for a greater change.
TO INCREASE RELEVANCY:
People’s wants and desires change from time to time. In the faster moving world of business, many companies have been forced out of the market due to irrelevancy. A more relevant example of increasing the relevancy of product packaging came during the re-brand of Tesco’s Value range around a year ago. Tesco, noticed that they were losing business and this was due to the fact that product packaging was not relevant. They realized that people don’t want low priced goods but quality goods for a good price. They cared for good quality level and their old packaging was not relevant to the new product, so they changed the product packaging.
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