- Does it work as a physical representation and positive reflection of the brand and its identity?
- Does it draw attention to itself in a positive way? And would it stand out amongst a crowded market space of similar and similarly priced products?
- Does it adequately protect the product within from damage, contaminants and the atmosphere? (this is especially important with food)
- Is the product immediately identifiable as a result of the packaging? Clear, printed information is perhaps the most important facet here.
- Is the packaging safe and does it keep the product together and protected during transportation?
- Is the packaging engineered to allow convenient and safe stacking and storage in a variety of situations?
- Does the packaging reflect the price of the product? If it’s a ‘premium’ product, does it emanate a sense of worth and purpose that sets it apart from cheaper alternatives?
- Is it attractive? This might seem a little ‘shallow’ but as with most things in life, the prettier it is, the more attention it will get.
A brand synonymous (thanks to some incredibly lucrative sponsorship deals) with everything from sports to reality television, coca cola has spent the last 100 years sitting pretty as the most popular soft drink on the planet. Is it down to the taste? Probably not. It’s all down to the marketing, and a crucial aspect of that marketing is the immediately identifiable coca cola packaging. From the iconic glass bottles of the 1950’s, to the ‘hourglass’, ridged plastic creations of today, coca cola is a company thats packaging has moved with the times and always comes out on top.
This post was written by the team at UKPackaging (http://www.ukpackaging.com) – experts in all types of packaging materials.