Packaging as a necessary element of brand formation
Most of the goods in the view of the buyer are associated primarily with packaging. This applies mainly to consumer goods: food, household goods, cosmetics, equipment, stationery and others. Without packaging, for example, chocolates look about the same. But as soon as the wrapper appears, it immediately becomes possible to distinguish the sweeter chocolate company “N” from the more bitter company “K”, without trying them. Color, texture, material, shape, style, the presence of the logo and the already remembered trademark enable the consumer to make an impression of the product before buying, without evaluating its functional qualities. From time to time, manufacturers make changes to the packaging of goods, thus having the opportunity to make a new impression on regular customers and attract those who have not tried the product. In this case, most often change its color, shape, material.
Color is considered the fundamental language of packaging, an element “that evokes the instant and most powerful response, it communicates with the consumer on a non-verbal, unconscious level.” A common color for packing a gift set is red, orange, yellow. In psychology, it is believed that these colors not only attract attention, but also improve mood, associated with warmth, love, energy, enthusiasm, dynamism, joy, optimism, happiness. Also, red color is often used to pack food, to stimulate hunger. Perhaps everyone remembers the red boxes for french fries at McDonald’s or the bottle label for Coca-Cola. If the manufacturer wants to emphasize such qualities of the product as freshness and naturalness, then most often they use white, green, blue colors of the package. For example, for Blend-a-med toothpaste, Oriflame face cream. They strive to emphasize reliability, durability, high quality with the help of black and gold colors: Duracell batteries, Dior mascara.
Creating a unique package helps the manufacturer to distinguish his product from a number of similar ones, to make it recognizable and memorable. In addition, such packaging makes it possible to express the system of ideas and values laid down in the creation of the brand, to overcome cultural boundaries, causing the same associations without the use of words, to protect goods from fakes. After all, the more original the packaging, the more difficult it is to copy.
Originality in design is very important in the production of products, which are often purchased as gifts. These items include chocolate. People have long been accustomed to buying goodies as a presentation for the New Year, March 8, Birthday. And if, for example, the chocolate presented to a colleague is made not as usual in the form of a tile, but in the form of a pie chart, like the “Chocolate Pie Chart” from “Mary & Matt”, he will probably remember the presented gift longer. Fans of “spicy” will certainly remember the Swiss chocolate “Victorinox Swiss Army Knife Chocolate”, made in the form of folding multi-functional knives. Packaging of chocolate “Recession Bites Chocolate Truffles” looks impressive: a cardboard tube in brown tones and with a laconic inscription gives the impression of an expensive product. For lovers of a romantic style, and at the same time quite practical people, the packaging of “Mast Brothers Chocolate” chocolate is framed in the form of wallpaper of delicate flowers. Having bought 100 tiles of this chocolate, you can paste such a wallpaper on a small room. A functional and at the same time sweet gift is the Kanella Gift Chocolate Calendars chocolate of a Greek manufacturer. The set includes 12 chocolate bars, the packaging of which is made in the form of a calendar for a certain month, and the images on the packages correspond to generally accepted associations with this or that time of the year: for December it is a snowman, for April – flowers. It is impossible not to distinguish from a large number of chocolate products “100% Chocolate Cafe” of the Japanese company “Kyobashi”. In the box there are 16 bars of chocolate from around the world. Each bar is wrapped in a colorful wrapper that contains the necessary information about the composition of chocolate and the country of origin. Among Ukrainian manufacturers, the original present, which will especially appeal to foreign colleagues, friends, relatives, was released by Roshen. This is a souvenir set of mini-tiles of dark and milk chocolate, each of which is packed in a wrapper depicting Ukrainian sights and symbols of the country: the Lviv Opera House, Khotyn Fortress, Khersones, sunflowers, windmills.
Thus, when creating a brand, it is important to make sure that the product stands out among competing products. This is largely achieved using color, material and shape of the package. Moreover, the more original the packaging, the more eye-catching and more protected from fakes is the product.