How packaging connects brands and consumers

Spurred on by increasing competition, coupled with a volatile economic climate, sees brands - in particular big brands - no longer able to sit back and assume that consumers will continue to purchase their product simply because they always have.

Faced with increased choice, what does today's consumer want and demand that perhaps the brands of yesteryear didn't need to pay as much attention to?

Demanding transparency

An ever connected and interactive society, largely driven by online and social media affording opportunity to connect and interact in ways previously not possible, sees today's consumer expecting similar interaction with the brands they invite into their homes.

Coupled with increasing social consciousness, consumers are demanding transparency and brands that speak to this growing awareness. In short, consumers want to feel a connection. They want brands who share their story, whilst paying cognisance to and identifying with who they are in the world.

The role of packaging design

So how do brands respond to these demands, whilst remaining true to their long term strategic direction? Take a look at the world of packaging design and the role it plays in connecting brand with consumer, and how it has had an effect on the consumer and purchasing behaviour.

There are ample opportunities for brands to connect with and influence their markets but multiple touch points carry with it the risk of possible brand confusion. Not only can there be different campaigns within one brand all with slightly different visual identities or logos, but certain mediums such as online are able to refresh graphical components quickly and at a low cost.

All of this can lead to a slight disconnect between the consumer and their recognition and understanding of the brand.

On-shelf packaging and packaging design has a longer life, in part fuelled by the high cost of changes. This longer life sees packaging design able to help save any lost link by serving as the constant visual identifier between brand and consumer, ensuring brand consistency and long term equity. It also affords brands the opportunity to use packaging design to gradually change their visual identity over time, taking the consumer on the journey with them and in that, responding to the consumer's need for constant interaction and connection.

It therefore follows logically whereas before advertising and media channels were used to maintain and retain brand loyalty, the role of packaging and packaging design is now a much higher priority.

Previously a ticked box and at times part of a marketing cycle (limited editions), this change has resulted in an increase in packaging design spend and investment by industry players.

Partnership and collaboration is vital

To ensure maximum return on this investment through effective and successful packaging design, partnership and collaboration between FMCG brands and their packaging design specialist is vital with each party bringing their own area of expertise.

Certain trends also play a role. An example of this being fonts and typography, the use of which was previously very clean and fundamental to the brand. However, the focus now is to rather achieve unique design unable to be copied in any way. The need for clear content remains constant - it needs to be easily understood and relevant to one's market. But the importance of industry specific rules and behaviours also need to be factored in, for example the liquor industry where the failure of a previous campaign for a well-known brand has led to a generally accepted rule that use of the colour blue is not a good idea. And what would work in medical packaging, for example, would be very different to another industry.

International trends and influencers are closely observed as what is happening in international markets today very often will be happening here tomorrow.

The direct effect of packaging design on actual consumer behaviour differs from industry to industry.

The wine industry, where the number of other influencers a brand has is limited, can see packaging design having as high as an 80% influence on consumer's purchasing decision.

In other industries perhaps less, taking into account that there are many more influencers, but still not undermining the role that packaging design does play across older, more entrenched brands, as well as newer challengers to the marketplace. In the case of older brands it provides an opportunity to speak to the brand's credibility and track record either by using packaging design to celebrate a brand's heritage, even listing the actual statistics backing up the brand's track record. For newer challenging brands, where the number of visual touch points is often less, packaging design provides the opportunity to grab the consumer's attention and encourage them to engage.

A challenging road

But whilst packaging design brings with it a host of opportunity and benefits, if not managed correctly, it can come with the threat of alienating brand loyalists who strongly identify with your brand, in turn potentially leading to loss of market share and resulting in financial consequences. It is a challenging road to walk as brands do need to evolve and speak to new audiences. But once again, if done right, packaging design can assist and enable this process by providing brands with a platform to transition their visual identity slowly, taking the consumer on the journey with them.

Sunlight Liquid and Handy Andy are two examples of brands that have been successful in transitioning their brand from generation to generation and speaking to current audiences, whilst not losing market share or brand identity. Their visual identity has evolved slowly, allowing their consumers to accompany them on the journey.

Brands are not just a commodity. They have a personality and their own way of being. And just as humans evolve and change together with consumer behaviour, so do brands.

Ensure that you take your consumers with you on your journey, whilst accompanying them on theirs.