Using Packaging As An Advertising Tool

Although the fundamental purpose of packaging is to cover the product during shipping and storage, it has now become equally important to use packaging as an advertising tool. If you are running an e-commerce brand, your product packaging will be the first and last point of contact for your consumers. That is why it cannot stay out of the marketing game.

A few basic principles of successful advertising through packaging are worth mentioning here.

• The proposition of the brand must be pervasive and clear.
• The product should tell its story.
• The packaging design should appeal to customers, both from retail store shelves and from the computer screen.
• Packaging should include the brand experience.
• The design should be balanced well.

The strategy of advertising through packaging works particularly well during multi-channel marketing campaigns. The example we will discuss in this regard is about the kit developed by Audi for a guerilla marketing campaign. The packaging design of this kit promoted Quattro all-wheel-drive system for car driving in the rain. This finished packaging housed a stencil along with a water-repellant spray, which could be used to make the word Quattro on any wet surface.

Another example is Geman handmade jewelry made with concrete. This jewelry comes in unique briefcase boxes that look elegant, engaging, and intense. The premium packaging design anchored by ecological green paint and gold embellishment makes the unboxing experience quite exceptional.

Dirty Cow is another brand that has started using its packaging for branding and advertising purposes. This brand sells wholly vegetable chocolate, which is an attraction for vegans. The letter “o” in the word “cow” comes with a prohibition sign, condemning the exploitation of dairy cattle. The white essential background of the packaging design incorporates a black stain that probably depicts a spotted cow. The finishing touch of this packaging is characterized by peeled chocolate berries to tell customers about the authenticity of the product.

Chocolate and coffee always seem to complement each other. The product we will discuss here includes coffee capsules that also give off the aroma of cocoa. The color of the packaging is intense powder blue. The packaging design includes white typefaces in the vintage italic style. The presentation is fun, rightly featuring images of ingredients of the product. The photo of coffee beans places with chocolate curls makes the overall presentation quite powerful.

The last example refers to the packaging of the muesli mix. This packaging is a same-panel tuck end box. The overall color is very light, and there are pastel textures with playful and vivid illustrations. The company has used a unique design tactic by placing the window on the bottom of one side of the box. It looks much better compared to a centered window.

Conclusion

These are just a few of many ideas regarding how to use product packaging smartly to advertise the product or brand. You may need to discuss your requirements with a packaging consultant or packaging designer to formulate a packaging design that speaks for your brand and product.