{"id":143636,"date":"2024-11-08T09:21:41","date_gmt":"2024-11-08T08:21:41","guid":{"rendered":"https:\/\/www.empackmadrid.com\/2024\/11\/08\/packaging-sense-sensibility-desire\/"},"modified":"2024-11-08T09:21:42","modified_gmt":"2024-11-08T08:21:42","slug":"packaging-sense-sensibility-desire","status":"publish","type":"post","link":"https:\/\/www.empackmadrid.com\/en\/2024\/11\/08\/packaging-sense-sensibility-desire\/","title":{"rendered":"Packaging: Sense – Sensibility – Desire"},"content":{"rendered":"\t\t
\n\t\t\t\t\t\t
\n\t\t\t\t\t\t
\n\t\t\t\t\t
\n\t\t\t
\n\t\t\t\t\t\t
\n\t\t\t\t\t\t
\n\t\t\t\t\t
\n\t\t\t
\n\t\t\t\t\t\t
\n\t\t\t\t
\n\t\t\t\t\t

Packaging: Sense – Sensibility – Desire<\/h1>\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/div>\n\t\t\t\t
\n\t\t\t
\n\t\t\t\t\t\t
\n\t\t\t\t
\n\t\t\t\t\t

with the support of:<\/h3>\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t
\n\t\t\t\t
\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\"Logo\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/section>\n\t\t\t\t
\n\t\t\t\t
\n\t\t\t\t\t\t\t\t\t

Packaging begins and ends with the brand and therefore plays an important role in value creation. Packaging strategy should not only focus on design to meet the specific needs of the marketing department. A global vision is necessary, sponsored by the brand area, capable of merging innovation, sustainability, production, logistics, marketing, communication, sales… always with the focus on the customer.<\/p>\n

Good packaging sells.<\/strong> No company that invests millions in developing a product can afford the luxury of not taking the necessary care in having a good packaging design strategy. However, it does happen. On many occasions, packaging is left in the hands of a mere subjective assessment, of a like or dislike.<\/p>\n

Packaging acts as an extension of the brand and if attention is paid to brand strategy, its development cannot be reduced to a matter of mere aesthetics. Consumers tend to repeat purchase products from brands they trust. When a brand succeeds in conveying its attributes correctly across all its products, recognition is immediate. In this process, emotions play a fundamental role. The packaging that sells connects directly with the mind and heart of the customer who filters all the attributes immediately. When something catches their attention, in order for the brain to remember it, it must first connect with their heart.<\/p>\n

Creating packaging that clearly synthesises the brand’s values through a specific personality and knows how to tell the best of the product in an instant is essential to win the trust of customers. Customers are not only looking for a visual impact, they value the easy understanding of a promise, linking it to a brand they trust.<\/p>\n

A delicate relationship<\/strong><\/p>\n

Although corporate brands are increasingly gaining prominence in the marketplace, they have often taken a back seat to product brands, which have acted as a key link between the company and its customers. The relationship between corporate and product branding is a complex interaction. It is necessary to carefully align the two on the basis of shared values, ensure consistency of messages and establish a clear brand hierarchy.<\/p>\n

Considering brand architecture strategies will help ensure that both corporate and product brands contribute effectively to delivering value.<\/p>\n

With this in mind, packaging strategy should not just be limited to meeting the specific requirements of marketing or even sales. It is essential to adopt a holistic vision, led by the brand area, which manages to integrate innovation, sustainability, production, logistics, marketing, communication and sales, always keeping the customer at the centre.<\/p>\n

Strategy considerations<\/strong><\/p>\n

Before starting to consider the strategy, at least these questions should be resolved:<\/p>\n