Package Design
2007/// Filed in: Marketing
The importance of a good package design has been noted by marketing scholars as an often overlooked aspects of product decisions. Good packaging is a critical element in the positioning of the product. Why? Because many customer decisions are made at the point of purchase (e.g. grocery store purchase). Good packaging design helps 1) differentiate the product and 2) it gives it self impact.
Coley Porter Bell stresses that "visual equity," like brand equity, translates into goodwill (i.e. intangible assets of economic value). Visual equity should:
-1. Be a trigger for recognition and purchase.
-2. Be Differentiated.
Package design involves considerations on 1) symbol, 2) signature, 3) color, 4) shape, 5) style, and 6) slogans. A good illustrative example of great packaging is Apple Inc.
References:
[1] Doyle, "Marketing Management & Strategy"
[2] Aaken, "Building Strong Brands"
[3] Aaken, "Brand Leadership"
[4] Chong, "International Marketing Study Guide -- U.London (External)"
Coley Porter Bell stresses that "visual equity," like brand equity, translates into goodwill (i.e. intangible assets of economic value). Visual equity should:
-1. Be a trigger for recognition and purchase.
-2. Be Differentiated.
Package design involves considerations on 1) symbol, 2) signature, 3) color, 4) shape, 5) style, and 6) slogans. A good illustrative example of great packaging is Apple Inc.
References:
[1] Doyle, "Marketing Management & Strategy"
[2] Aaken, "Building Strong Brands"
[3] Aaken, "Brand Leadership"
[4] Chong, "International Marketing Study Guide -- U.London (External)"