You always need to ask why. Why do I need that?
If the packaging design doesn’t successfully communicate, what specific need of the consumer the product is meeting, the chances are you’re not going to convince the consumer to put it in their shopping basket.
Take this example from Dole. There is probably nothing more convenient than a piece of fruit. You can tell when it’s fresh, you can tell what it’s gone off, it’s got its own handy wrapper provided by nature and you know it’s healthy.
Plonk the same item in a plastic pot and you have a bit of challenge on your hand unless you convince the consumer what benefit you’ve added by doing that.
Consumers don’t buy products they buy solutions. Always make sure yours is obvious.
#Marketing, #Design, #Branding, #Packaging
