Packaging is the visual layer of branding that is both aesthetic as well as functional. Customers of any product take lot of image cues from the packaging and in many cases even a good product might loose customers due to poor packaging. Of course packaging plays its part in the overall brand experience but it also has an immediate impact on the sales. We have moved on from clumsy and non utility packaging choices to more steadfast packaging. Moreover packaging is becoming more intelligent and it is unfair to expect some kind of packaging best practices emerging in most industries. Yet there is a long way to go as statistics suggest that people are still found to be unsatisfied by packaging in overwhelming majority of cases. Here is an infographic from MS Packaging, UK about the impact of packaging:
Marty Huggins
