Packaging is a “thing”
Packages say a lot without talking. They have more voices than we think. How can we control everything they are telling us? Before commenting on packaging design, I would like to ask this question:
What is packaging?
I think the words of a song give us some clues: “Things have weight, mass, volume, size, time, shape, colour, position, texture, duration, density, smell, value, consistency, depth, contour, temperature, function, appearance, price, purpose, age, senses. Things don’t have peace” This complete list of features that served as an inspiration to the Brazilian musician and poet Arnaldo Antunes, has put together every aspect of the objects in our life. Returning to the question, what is packaging? Does not it have those characteristics of “things”? PACKAGING IS A “THING”, AN OBJECT WILLING TO GIVE US ALL THOSE LITTLE BIG SENSATIONS.
Packaging conveys the brand personality of EZbox through its design. In addition, the communication of the packaging is not unidirectional. We perceive packaging with our five senses.
We recognise it, we go through it, we experience it in a matter of seconds. That experience, whether good or bad, remains in our memory, associated with the product and the brand. The total amount of all the small great stimuli that we have received previously becomes a memory provided by the package and its contents.
When we look for a product in the supermarket the first thing we do is try to find it because of its main characteristics. Colour and shapes are the first things we identify. Our brain understands images much faster than words. Each letter is an image, so a word is a set of images.
How about making the consumer be in the mood of touching the package? It would already be in their hands and closer to the shopping cart. Using, opening, closing and handling are also part of the product experience. Anything that can facilitate consumption, improve the use of the content or facilitate the task promotes consumers’ brand loyalty.
The sound of packaging is the soundtrack of the consumers’ experience. Handling a potato chip bag or opening a can of soda may be associated to the moment consumers devote to the product. In addition to the sounds themselves, packages can be designed according to special sound stimuli. The same package can also be used as an instrument or sound amplifier.
Smell is the prelude to taste. When we perceive the aroma of coffee we are already enjoying it or when the smell of chocolate remains in the wrapper, it becomes an untouchable but present memory. To create a more intense and complete experience you can add aroma, or allow the consumer to smell the product before opening the package.
When tasting the product, the expectation generated by the packaging meets the reality of the content. The result of this equation will determine its second purchase. If you receive more than you have expected, you will surely choose it again. But if, on the other hand, the product does not live up to your expectations, it won’t buy it again.
The secret to be in the consumers’ minds is to create memories. The best thing that may happen to a brand is to be present in the consumers’ mind. Because in this way they go directly to look for it they see it, they recognize it and they want to buy it. Consumers have multiple choices and are looking for new and better experiences. People are too busy to be thinking about a brand. The constant bombardment of information forces us to look for even more creative resources to attract attention. The 3D Identity of packaging must be created according to the way the brand should be perceived. This is the beginning of brand building with the help of structural and graphic design.