Packaging is something that we interact with on a daily basis. Most of the time we don’t even notice it. Imagine a store with 40 000 SKUs. That is 40 000 different packaging solutions. We can hardly think of a world without packaging.
First of all, the packaging should protect and add value to the product. That is the functional part of the packaging. But we should not underestimate the role of the packaging as a communication medium between brand owner and the shopper. This kind of communication is regarded as a strategic shopper communication.
Packaging is the silent salesman and the most important communication vehicle the brand has. More than just giving a face to the brand, packaging is a powerful sales and commercial tool. It influences market position and shopper behavior by triggering purchase-creating identity and loyalty. Never underestimate the packaging as a tool for strategic shopper communication.