“A retail package is the last and best chance to make a sale.” Given that not all brands are products and not all products go retail, the truth is that product and package design are vital when it comes to brand image. Consider that more than half of purchases are based on emotions, especially when a client is unsure and must choose between two brands of products. It’s no surprise that companies that master the art of aesthetics are on the top of their game- Apple, Bang & Olufsen, Nike, IKEA, Nokia, or Cassina- design is what defines them and gives them their competitive edge.
What exactly happens when we find ourselves in front of an aisle with tens of hundreds of products just staring back at us? We start to compare, remember and associate. Bear in mind that the brain is prone to classifying everything around us- it’s the only way we can organize everything we see, hear, feel or know. If we didn’t, we would all go bananas. Filling that slot or opening in that mental category is crucial, it’s what we marketers refer to in our jargon as the ‘Top of Mind’.
Whether we associate the product with its ad, with a friend who we know that uses it, or with the packaging’s color and layout and what those elements mean in our mind- elegant, simple, tacky, appropriate- product design involves form and function and for many, implies the beginning of the brand experience with the client. In this day in age, design can be synonymous to style, usability and that personal stamp that defines a product. And not to mention a brand. With all the competition out there, physical differenciation is crucial if you want to stand out in the marketplace. Let us help you STAND OUT!
