Packaging: the Silent Salesman — Exploring Its Role, Function, and Importance in Marketing

The history of modern packaging started in the 19th century when packages were used exclusively for protecting products from external aggressors. Over time, packages have evolved into a versatile tool that performs several crucial functions for modern businesses.

The packaging history development points out several milestones that determined its modern value and appearance. The history of modern packages started in England in 1817 when the first commercial cardboard container was manufactured there. In 1899, the first water-proof paperboard containers appeared on the market. The period of the Great Depression gave rise to the «silent salesman» term, having become a prototype for modern marketing. The 1950s-1960s were the period when packages turned into a marketing tool by adding information to connect with consumers. Nowadays, packaging is a powerful marketing tool that combines several functions and is capable of affecting consumer behavior.

In the article, we’re going to discuss the role of packaging in marketingand business running. Explain how proper packaging design affects product sales and can manage customer decision-making.

Brand Recognition through Packaging

Modern packages play a crucial role in branding. If developed wisely, companies simplify brand recognition on store shelves among dozens of competing products. This approach is achieved through the use of the same color palette and associated visual elements. Large chain stores and famous brands apply this strategy to simplify product identification and increase visibility.

This is another important trick used by marketers to improve the attractiveness of the product. Packaging is part of a brand recognition strategy aimed at attracting customers. This involves developing an attractive packaging that will attract the attention of consumers and encourage them to buy the product itself. Thus, packaging fulfills a strategic task.

Let’s consider how this tactic works in an example. A company producing dairy products uses a blue-white color palette with images of cows on a meadow. The images used are associated with milk or dairy production. All products have similar visual elements. When loyal consumers see blue-white products on store shelves, their brains associate these products with your brand subconsciously.

That is brand recognition through the development of proper color designs and sticking to identical packaging of similar products acts in favor of affecting customers’ subconscious and controlling their perception.

If you need high-quality packaging that will attract consumers and increase sales, contact Uniflex. The agency offers full-fledged services for the development and production of unique packages. Skilled managers treat each client individually and design custom solutions for their businesses. Packaging designs reflect the key features of clients and serve durably.

Communicating with Consumers via Packaging

Communication with customers occurs through packages as well.  It’s another important function of packaging in marketing. The purpose of the packages is not just to attract attention but also to provide consumers with all the needed information about the product. These include:

  • the content;
  • the shelf life;
  • nutritional values;
  • storage conditions;
  • manufacturer and its legal address;
  • other important information.

It’s an obligatory list of information to be found on packages. Proper communication with customers is built by means of providing them with information about the product they will likely need. Getting the needed information increases customers’ loyalty towards brands.

Functionality and User Experience

The primary and most important function of packaging includes its ability to protect the product from contamination with external pollutants, preserve product freshness and integrity. Thus, modern packaging is water-, light-, and oxygen-resistant to provide sufficient protection from all sorts of external impacts and create an optimal environment for product storage and freshness preservation throughout its shelf life.

Different types of packages are used depending on the type of stored product. The choice of the appropriate type depends on the physical characteristics of the content. For example, fragile products are packed in containers that perfectly preserve the shape. Strong-scented food is packaged in flexible, odorless packages. Differentiation of packers by classes allows you to choose the right option for any kind of product.

To improve user experience, packages are equipped with handles, zip lines, euro slots, sticks, etc. Such details help improve the convenience of carrying, storage, and use, which leads to higher retail sales.

Sustainability and Environmental Responsibility

65% of waste accumulated on the Earth is produced from used packages. Thus, the modern packaging industry strives to reduce the negative footprint of garbage on the Earth and its future by using eco-friendly materials and producing recyclable packages. These trends allow for decreasing the negative impact and the pace of contamination The integration of innovation and high-tech technologies helps improve industry sustainability.

Now, you realize the importance of packaging designfor modern businesses. The success of the presentation of a new product on the market highly depends on the correctly developed package design. Thus, do not neglect to turn to specialized agencies for the creation of appealing custom packages.

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Hello, I'm Dave! I'm an Apple fanboy with a Macbook, iPhone, Airpods, Homepod, iPad and probably more set up in my house. My favourite type of mobile app is probably gaming, with Genshin Impact being my go-to game right now.

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