Start with what sells.
Let’s say you are a start-up company with a new product in a competitive category and a very limited marketing budget. Where would you start? Which of the following would you guess would give you the most “bang for the buck”? Which is the most likely to make you famous?
A) Develop a visually appealing logo.
B) Develop some distinctive packaging.
C) Develop a friendly web site.
D) Develop a smart, descriptive tag line.
So what would it be? The logo? The tag line?
If it were my money, I would invest it in “B.” I’d first put emphasis on developing distinctive packaging. Why? Two reasons. First, product packaging is the key touchpoint the customer will have (at least initially) with the brand. With the packaging, you have the opportunity to define the brand for the customer. It is the chance to compete on a level playing field, head-to-head with your competitors.
And secondly, at its best, package design can elicit an emotional reaction from the consumer. It can make him feel happy. Or smart. Or frugal. Or luxurious. A package can infer the values of the brand and engage all the physical senses. The consumer can see it, touch it, smell it, all of which goes into forming a lasting impression of the brand. Instantly, it helps him form a decision about it: yes, this is a useful product I should consider, or no, this is not a product I would be comfortable with or it looks like what I’m already using.
In fact, stop for a moment and think of a product you love. Chances are the mental picture in your mind is of the packaging.
Sorry to say, but I’ve yet to hear of anyone getting teary-eyed over a logo or getting inspired by a tag line.
What is it that makes a package stand out in the sea of 45,000+ items shoppers are confronted with in some retail environments? Four words: respect for the eye. A pleasing color palate. Eye-attracting negative space. Clean, uncluttered type and graphics treatment. And finally, some sort of visual “hook” that makes it stand out amongst its competitors.
I don’t mean this to diminish the need for a crisp logo and a thoughtful tag line. It’s just that as far as impact goes, organizations owe it to themselves to spend a proportionate amount of time and resources on the part of their business that wins sales.
Posted by Mickey
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