Customers see packaging as part of the product they buy. Good packaging design can create competitive advantage…
through lower costs; more attractive packs; more convenient packs; more protective packs and more environmentally friendly packs.
Ideally packs should communicate, protect and offer convenience to the user, buyer, transporter and distributor.
The designer achieves all of these by blending five variables:
Each of these variables affects each of the three basic functions of packaging: communication, protection and convenience.
The pack acts as a silent sales representative helping customers by bringing a certain benefit to their attention, highlighting USPs, giving friendly tips on usage.
Pack design is often evolutionary rather than revolutionary. This means the pack needs to be reviewed regularly as markets change. Design tweaks may appear unnoticeable but are essential in order to keep the product abreast of the market. Good packaging design can deliver competitive advantage.