Packaging Design

Definition

Packaging should protect products, but its marketing function, plays a key role in driving purchases by enhancing brand recognition.

Key Findings

  • Packaging primarily reaches those who already purchase your brand.
  • Packaging should reinforce a Brand’s Distinctive Assets—such as colours, logos, and shapes—to make it easily recognisable and facilitate habitual purchasing.
  • Images are often more explicit signals of product variety than colours and may improve variant navigation in retail environments.