Historically, product packaging is a relatively new concept in that early tribal cultures simply caught and consumed food where it was located. Launching new packaging design. This self sufficient nature created little need to store, transport or package items as they were consumed almost instantly. Containers of that period consisted of leaves, shells and gourds which later gave way to materials that were of natural origin, such as animal organs, containers made of woven grasses and logs that were hollowed. As humankind progressed and gathered into larger villages the increased nature of commerce included foodstuffs as an item of trade. Trading marts sold not only woven materials and fashioned implements, but were a location where hunters and farmers brought items to market to be sold.
Launching new packaging design. While food packaging has formed the primary evolution of packaging it has also made possible our modern world of commerce which provides medicines, processed and unprocessed foods, perfumes, smoking products, health and beauty aids, clothing, furnishings, fixtures, and whatever you see have either been delivered by, packaged in or still remain in one of the three packaging classifications of flexible, semi-flexible or rigid containers. Our toothpaste, toothbrush, soap, body powder and other articles are in packaging made possible by advances in plastics, paper and metal components as well as compositions.
Life as we know it would not be the same without our crisps, coffee, tea, bread, eggs, meats, vegetables, fruits, all of which were either processed or put into containers made from paper based products, plastics, metal or glass.
In terms of marketing and ‘stand out’ from competing brands, packaging does indeed matter. The look, style, colors, shape and other features distinguish one brand from another enabling consumers to purchase a brand easily. In a world full of similar products, a ‘unique bottle design’, or ‘unusual box’ could very well be the reason a consumer chooses to purchase. Thereafter, the product’s fulfillment of its promise in terms of taste, performance, features, durability, usability or other factors helps to determine its continued selection by consumers.
But, in order for the second equation to take place, the first one must occur.
The image a package conveys has a lot to do with identification of the target market the manufacturer is seeking. This is evident in the packaging of all cosmetics, vehicles, food products, beverages. The package serves to impart the desired image the brand is seeking or has established. The use of expensive materials, craftsmanship and design adds cost to the product being sold and as such must be considered in light of the target audience as well as competitive factors. If a company is selling to a high end market, it may not be enough as this is a determinant of what the product is, its image, utility, performance and reputation. The fact is just because a consumer has a deep wallet, does not mean they will pay a higher price simply for an item that is packaged as being expensive. Bread has a known value. Fresh baked bread at a bakery commands a higher price because of the hand made on the spot manufacture, the service of the establishment, its reputation and of course the end product itself in term of taste and other qualities. The same holds true for perfumes, cosmetics, vehicles and all manner of items.