The following is a guest post written by Vik, the voice behind Kanjoh.com:
For decades, the recipe for Coca Cola has been virtually unchanged. However, the packaging of the beverage has evolved hundreds of times. The phenomenon of fancy packaging is not unique to Coca Cola. Walking down a grocery aisle, one can’t help but notice the array of bright colors, fancy logos, and uniquely-shaped containers.
Why has the look of the package become so important? For many years, manufacturers were able to promote their brands through television and print advertising. But today, in an age of numerous product choices, visual distinction through the packaging itself is more important than ever before. Impulse buying is second nature to consumers, and a successful brand’s physical appearance must be both recognizable and memorable.
There are a number of techniques packagers use to differentiate their appearance. The shape of a product is a great place to start. The “Orangina” beverage is sold in sleek glass containers, creating an image of a sophisticated yet relaxed brand. The Orangina containers are also designed using smooth curves. Researchers have found that the human eye gravitates towards curves as opposed to sharp edges, and many manufacturers have adjusted their packaging to account for this.
Marketers also use color and unique logos to distinguish their products. For example, Axe deodorant has a number of different brands, included “Unlimited,” “Pulse,” and “Africa.” Each brand is themed with a different color scheme and logo to establish its unique identity, while still clearly displaying the umbrella Axe brand. This serves several purposes: it allows the company to create fresh new products under the broader Axe brand while catering to a number of different demographics.
In the future, the packaging experience may be taken to a whole new level. Major brands such as Pepsi-Cola are experimenting with packages that would release a fragrant mist when a can is opened. Some companies are even considering packages that can “talk” to a potential consumer by using a small electronic chip and a tiny speaker. Of course, these innovations are probably several years away.
Regardless of what the future may hold, fancy packaging is certainly an important part of the marketing experience. But remember, although the packaging may be appealing, you are ultimately paying for the product inside. Understanding these marketing tactics can help you in making more informed consumer choices.
Weakonomist’s note: Just yesterday I read a story on CNN Money validating consumer’s desire for fancy packaging. It was one of the worst business moves of 2009.For more about the Weakonomics guest posting policy please read this.
Vik is the voice behind kanjoh.com (like ‘banjo’). Kanjo is a video blog that post daily videos on financial topics. Check the site out for simple, short videos about financial topics ranging from GDP to Liquidity Risk. For more, please see the blog or subscribe to the Kanjoh feed.
 By The Weakonomist |
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fancy packaging catches the attention of the consumers on shelf and makes brand owner step ahead from competitors.