How this guide raises your game
- Learn how packaging development can support your brand identity.
- Understand the information needed by consumers when they see the packaging.
- Review key practical and physical considerations associated with the product and packaging as it moves though the supply chain.
As part of your marketing plan and your 4Ps marketing mix, most people would consider packaging development as an extension of your product development.
But, you should also consider packaging development as a strong promotion and communication tool. And, that’s where we’ll focus with this guide.
After all, the message and design you use in your packaging development is the one piece of your communications you can guarantee every purchaser will see. And there’s a lot of academic evidence that packaging is one of the most important drivers to drive purchase.
It’s especially important in categories where unplanned purchase decisions are common. For example, when the consumer makes the decision to buy in-store. In such cases, your packaging may be the only thing that makes you stand out against your competitors.
Beyond communications, we’ll also cover the product related factors of packaging development in this guide. We’ll focus on key information requirements some of which are legal obligations.
And finally, we’ll cover where it relates to how the product moves through the supply chain.