B2 Using Packaging to Communicate a Brand
Unit 28: Branding
Packaging refers to the materials used to wrap goods. Its primary role is to protect the product. However, packaging has other objectives including communicating information about the product, making the product stand out from rivals at retailers and communicating and promoting the brand.
Packaging can be used to communicate the brand through;
Logos.
Colours.
Unique shapes.
Materials.
Designs.
Importance of Packaging
Packaging can help communicate the brand personality through the choice of visual elements such as colours, images and package materials. This can help consumers make brand associations to support their choice of purchase.
Packaging creates an ongoing exposure of the branding to the consumer throughout their use of the product. Every time a consumer opens their fridge they are reminded of the branding of milk, yoghurt, peanut butter and other food items.
Consumers help to promote a brand to others after purchase by displaying their brand. For example, when a consumer buys a Starbucks takeaway coffee, they are likely to display the branding on the cup to multiple people in the time it takes to drink it.
