The Consumer Eye - October Edition
Brett Goldhawk
Founder DesignHawk. We care about your brand converting more sales. We do that by ensuring consumers notice your brand where it matters most. That’s why we specialise in packaging design & shopper marketing.
DESIGNHAWK FINAL EXAM
Time 60 MINUTES
Total 40 POINTS
(Answer All Questions. Write your answers in the spaces provided).
Question 6. What are your thoughts on the role of packaging and its importance for brands.
Explain your answer (Total for question 6 is 4 marks)
Packaging design is the primary touchpoint for FMCG / CPG companies and is therefore the most important component of the marketing mix. Packaging design can and has transformed businesses and help establish strong and profitable long-term growth.
Beyond a pretty pack design, good and well thought out packaging design establishes a number of business benefits.
● (A Packaging Redesign) can attract existing, new and lapsed customers.
● Establishes premium price points above the category baseline (overall increase in pricing power)
● Increases penetration and purchasing frequency (and distribution)
● Differentiates from the competition and promotes category leadership
● Builds both emotional and functional attachment with the audience - Great packaging design has a primary role in communicating product benefits (functional & emotional) and therefore brand differentiation for food brands.
● Improves brand resilience during challenging trading conditions (Covid, Inflation etc)
● Builds distinctive assets - which aid recall and recognition (easier to find, easier to buy).
● Exponentially increases company valuation (the value of a brand has a clear, measurable link with the share price of the company behind it).
And most importantly, packaging design helps your brand convert more sales by ensuring consumers notice and engage with your brand where it matters most.