The strategic packaging development

The purchase of a product begins in our mind even before entering a supermarket / store.
In fact, it happens that our brain, in an unconscious way, processes messages and impressions deriving from a stimulus or an advertisement that we did not take into consideration initially, but remained impressed in us so indelibly as to guide our purchases. Smells, colors, touch are just some of the fundamental elements with which we choose some products instead of others.
Among the five senses, the sight takes on a fundamental aspect for the choice of a product. The image of a package is the first thing that attracts our attention. Even the mood we have at that precise moment can be decisive for the purchase. Men and women are attracted from different colors. The former are attracted by the brightest colors while the latter prefer lighter colors.
More and more brands are particularly attentive to the use of the colors of their packaging as persuasive communication techniques and to position themselves at a higher level than their competitors.
All this can not of course be independent from the quality of the product contained. The red and orange colors are often used in food because it seems to increase the heartbeat, salivation and consequently appetite.
Red is the color used by Coca-Cola because it would infuse energy, passion, strength and immediately attracts the attention of those who buy; The blue would instead convey feelings of confidence and calm and it is the color used for the packaging of pasta Barilla. Yellow would have the ability to improve mood and would be preferred by greedy people. An example of this are the Mulino Bianco biscuits, where the pale yellow color would remind us of the chromaticity of the wheat and the products of the Mediterranean culture. Green and brown are used for products that respect the environment and organic foods. The company Alce Nero uses them for example to recall natural elements such as the earth. Pink and violet are often associated with naivety and pleasant and delicate flavors and are used for the presentation of desserts as well as for Milka chocolate packaging. White communicates simplicity and genuineness and it’is used for diet products as for some types of yogurt. Black and gold are used either separately for the most prized coffee and chocolate packages or together to indicate DOP-IGP quality products such as San Daniele ham.
Also interesting are the color contrasts like orange and blue that would stimulate the sensation of thirst. Color is even more decisive in e-commerce to convey choices because it is not of course possible to touch the product we are going to buy. To convey sensations, emotions, credibility through a screen is really a difficult task for a company. In these cases, a marketing strategy could be just the restyling of the package.
We know from some studies that to choose a product the consumer takes about two seconds. It is in this very short time that the success or failure of a brand is determined.
Anticipating the needs and tastes of those who buy is the winning move for companies. In a consumer society like the present one it is important to offer the consumer what is already present in some hidden corner of his thoughts. Creating a versatile, prêt-à-porter, sustainable, reusable, functional package with attractive shapes and colors are the key elements for the communication that the product intends to convey to the consumer.
Quality, simplicity, respect for the environment, are factors that a company can not neglect if it wants to implement effective marketing and communication strategies. Telling their customers how this particular product is born, the raw materials used, the cultivation methods and the energy used can be fundamental for today's consumers, who are increasingly attentive to environmental sustainability.
We often prefer to invest a little more for an original package or a limited edition that can also acquire a value over time rather than the usual package that has been on the shelves of supermarkets for years.
Other studies have shown how the packaging with uncommon shapes makes the customer perceive a greater content of the product inside and even that the taste of some foods is considered more intense if presented in square containers, because shapes of this type would lead to think that the content has a particularly tasty and unexpected flavor. It then becomes an added value to interact with the product from the outside. That's why the packages that let you see the contents inside are more and more appreciated. In fact, it would create greater loyalty to that brand.
The packaging therefore it is fundamental for the choice of a product but it is also a valid help for those who are often confused in front of a great amount of products presented to them and which initially, at first glance, could all look the same. So, as already mentioned, being able to anticipate the tastes of the consumer by designing ad hoc packages is a not indifferent goal.
The emotional factor should not be underestimated. In fact, creating a whole series of emotional and evocative relationships around a brand, able to arouse memories and pleasant moments of one's life, is not only a question of marketing but of the identity of the subject who will remain pleasantly linked to the purchase of that brand, presumably for life. So it is precisely in this that packaging differentiate. In fact, each of us, according to his own culture and the society in which he lives, feels attracted in a different way from another subject from what is proposed daily in stores. This is precisely what makes us understand how marketing strategies can never completely plagiarize our minds.
The final choice is in fact only left to ourselves,  and to the brand what is left? The difficult task of satisfying our purchasing needs at best.
What are the elements to be evaluated when creating a packaging?
On the shelves, in order to sell, a product must literally impose itself over its competitors. To win this battle you need to understand what attracts the attention of potential customers and try to entice them not only to look at the "right" product, but also to actually put it in the cart and go to the cashier to buy it.
To optimize the possible advantage that a good packaging can give to a product, they can be distinguished
 5 key points to be respected:
1) Differentiate
Good packaging should make the product stand out from the rest of the competitors and be the first, if not the only, that people notice on the shelves. But we must be careful not to create excessive confusion in trying to be more flashy than others, ending up annoying the eyes of consumers.
 An effective way to get attention without being annoying is to use dry and pointed lines rather than softer shapes.
2) Simplicity
Creating a simple design is a great way to conquer potential consumers, as it helps them to calm down and presents a pleasant detachment from the "visual noise" that is often found on the shelves.
3) The test of the child
If you can describe a product to a 5-year-old child, get him into a store and actually buy it, then we can be sure that the product is easily recognizable, creates a strong visual impression from the first moment, and stands out from the others significant.
4) "wow" effect
Consumers decide to react to a stimulus created by a brand when it succeeds in giving birth to an emotion. If it is possible through the packaging to make the inner strings of a person vibrate in some way, it can be conquered.
5) Create an "iconic" image
The best designs for a product create a series of features that allow you to recognize that brand in any situation. The main example of this concept is certainly coca cola, which through the red color and the font that especially characterizes the C manages to be recognized and loved all over the world.
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