Many of us would wonder why some marketers would design a packaging that is unattractive to its target customers. While this is true that mere dressing of a lousy product would not work in the long run, it is also important that you design an attractive packaging for your brand to cut through the clutter.
The strategic guiding element of packaging is the brand’s positioning concept. In line with differentiation proposition that must be relevant to your target customers, positioning theme must be reflected well in a package design. Package design is not only about visuals and texts in a package, but also about the choice of materials, construction and ultimate creation of value to stakeholders.
Thus, once a customer steps into a store, the task of communication starts between the brand and the customer. Is your package capable of catching attention and start “talking” through shape, visuals and texts on it? Does your package create appeal to target customers? Does your package stand out in the shelf among competing brands?
The problem of unattractive packaging gets further aggravated by the fact that customers are not the only stakeholder in the process. Retailers want to make their stores look attractive, thus they like products with attractive packaging. Many retailers would choose to display attractive packaging on the most visible shelves.