Article Surfing Archive

If you are a marketer who gain some experience of marketing field, you should realise that one of the most powerful marketing tool is packaging. Especially for the consumer products in the same type of product but the different is only packaging. For example, drinking water, as you can see that drinking water product are same over the world, we just can not really identify the different of the product different but what we can se the different is only the package that contain the water.

So this is what we are talking about. Packaging can influence the consumer to buy the product, which sometimes it is much more important than the quality of the product itself. And this is what many of marketer trying to archive in order to be competitive in the market. However, there are still many young marketers who still misconcept of designing good product package.

It is likely that to day many marketer just trying to design the product package that has good appearance and attractive to the customers. Sometimes there is also a strong argument from consumers that the manufacturers just to design beautiful package only to increase the price without increasing the quality of the product. Therefore, it is clearly that quite unfair for consumer to buy more expensive products but still get the same quality and the price just increase because of the cost of product packaging.

According to the fact described above that the main purpose of product packaging design is to create 'difference' to another product in the same market. But this does not mean that it is all about the appearance of the design that has to be attractive to customer. There are still more to consider in order achieving sales targets. This is because the consumers now are very well educated and they just do not look at the appearance of the package to make final decision.

However, some factor may be still play major role in customer' decision making process, such as branding. We have to admit that branding is one of the most important marketing tool that costly, time and resource consuming but the result is magnificent. Success of product branding can indicate the success of the organisation. In case that the product has very strong branding, the importance of product packaging seem to be less significant. This is because consumers seem to stick with the brand rather than the appearance of the product package. Therefore, the characteristics of the package of product tend to be focus or other aspect such as environmental preservation, re-cycleable, flexible and movable etc.

In contrast with the product that in the stage of building its brand, the characteristics of packaging design is so important. Product designer tend to focus more on appearance of the package. However, this could be very costly and sometimes not worth the investment because it may not increase the sales volume as expect. However, for this type of product, packaging may be only one of the important marketing factor that have to be focus on, choosing other marketing tool is always the better option.