PACKAGING – THE RONSEAL EFFECT!
When Ronseal launched their advertising slogan “Does exactly what it says on the tin” – they probably didn’t expect it to be listed in the Urban Dictionary or have such a lasting effect on the English language. They did though, strike a cord with the public, as people quite rightly expect product packaging to accurately communicate the functionality and benefits of the product inside, whether it be a tin of baked beans, or the latest, “must have” gadget.
Well designed packaging is both relevant and engaging to the target audience and is key in positioning the values of the brand, whether they are classic or contemporary, cheap and cheerful, or luxury and premium. From the colours and fonts to the graphics and photography – all these visual elements work together to create an instant and powerful impression on-shelf – be it consciously or unconsciously and they will evoke an instinctive and emotional response by the customer. The construction of the packaging is also pivotal to its impact on-shelf and the perceived value of its contents. A simple lightweight 4-colour header card or window box may well be appropriate for a pocket money toy but would not be the right choice for a Cartier watch.
It’s important to point out that good packaging also plays a pivotal role in protecting the product and ensuring it is delivered in its optimum form. This poses an interesting challenge in balancing product protection with the ever increasing focus on the environmental impact of waste. The skill with any good packaging designer is to understand the complex interplay of all these variables and to work hand in hand with the product developer to ensure the packaging has strong stand out on-shelf, clearly demonstrates what the product is and stimulates customer demand. So please spare a thought to all the hard work and research that has gone into the packaging of those gifts under your tree this Christmas… especially when you consider that once the box has been opened more often than not it’s just thrown away!!!!