Packaging Design: Branding and Communication Strategies
Packaging: More Than Just a Container
Packaging refers to the container that preserves, protects, and shapes a product, ultimately creating its image.
Types of Packaging
- Primary Packaging: The layer in direct contact with the product, crucial for its conservation.
- Secondary Packaging: Reinforces the primary packaging’s protection, groups multiple products, and often serves as an eye-catching display.
Both primary and secondary packaging incorporate design and persuasive elements to motivate consumers. While sometimes used interchangeably, secondary packaging is often more informative and visually appealing, designed to group products.
Packaging Functions
- Practical Functions: Related to the conservation and physical distribution of the product.
- Communication Functions: Conveying information through the container’s form, primarily through emotional communication.
Specific Packaging Categories
- Brand Packaging: Features a unique shape and design that gives the product a distinct and exclusive personality (e.g., the Coca-Cola bottle).
- Generic Packaging: Identifies the product but not the specific brand (e.g., plain yogurt containers).
- Multipurpose Container: A container suitable for any product, lacking specific brand or product identification (e.g., a tetrapak).
Communication Aspects of Packaging
The communication function of packaging is known as formal communication. This includes:
- Informative Communication: Information provided, typically on a label, detailing product characteristics, preparation instructions, and other details to satisfy the consumer.
- Persuasive Communication: Aims to influence the consumer’s decision.
- Emotional Communication: Primarily visual, utilizing signs, symbols, images, and color to evoke feelings and associations with the packaging.
The Role of Design
What is Design?
Design fundamentally aims at persuasion and capturing attention. While design is essential, its primary function is not to be decorative but to enhance the product’s appeal and communication. If design effectively coordinates with the product’s function, it can lead to more positive outcomes.
Design and Information
Design elements, such as symbols, can convey information. For instance, children consume products with specific design features that appeal to them.