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What does the packaging say about the value of a product?

  • Politech
  • Elias Bittan
Primary Packaging, Bottles, Secondary Packaging, Ornamentation, Active, Smart Packaging, Sustainable Packaging, Degradable Packaging, Tree Derivatives, Wood, Wood - Bamboo, Packaging Decoration, Colouring

It might seem that product packaging always corresponds to the value of the commodity. In reality, however, form often alludes to the taste, smell or composition of the product or to abstract values rather than to the actual quality of the content. How to properly select the packaging for a product so as not to let down the expectations of consumers?

Show what you are like on the inside…

The most common example of reference to the content is the list of product ingredients. Examples of such packaging are infinite. Rose-scented perfumes in rose-shaped packaging, packaging in the colour of lavender with this popular herb as the main note etc. However, it is much harder to decipher a correlation between the style of packaging and the actual product value than the fact that a strawberry-shaped bottle will contain a substance with the scent of that fruit.

All that glitters is not gold

The appearance chosen for the packaging often depends on the target area of product distribution. According to research, Asian markets are still dominated by shiny gold and scarlet packages with lavish ornamentation. Such containers tend to be used there for both low- and high-quality products. In contrast, the growing trend in Western markets is to combine high quality with minimalism. Overly shiny and colourful packages are becoming a niche for low-end products. This is not a rule, obviously, but knowing such nuances may definitely make it easier for manufacturers to reach the right target group with their products.

One of the most important values that a manufacturer can offer its consumers is trust. To win it, a manufacturer must present a trustworthy product with a quality consistent with that suggested by the packaging or price.

Soul of the product and the associated values

Aside from being able to tell us something about the composition and quality of the product, the packaging increasingly often alludes to completely abstract values. Many brands and their product batches are created to evoke notions important to the addressee – their dreams or views. This is why the market is full of product advertisements starring stereotypical characters – cowboys, businessmen, artists or travellers, while product names refer to values associated with specific personality archetypes, i.e. “Freedom,” “Confidence,” “Vision” or “Adventure.” Attempts are made to reflect the same on the packaging, which is not an easy task but clearly shows what product we are going for.

It is much easier to depict the values related, for instance, to ecology. Plant motifs or shapes inspired by nature are just a few examples of the available solutions. Popular options also include natural materials such as bamboo, or the addition of biodegradable materials, which perfectly emphasises the pro-ecological philosophy of a brand.

What packaging should we go for?

While creating a new product we should make sure that all the product components position the product at the same level. This means that price, quality and packaging should correspond to one another so as not to cause consternation and dissonance for customers. Low-quality packaging may fail to encourage the purchase of even the best and relatively inexpensive product, while an exquisitely packed medium-class substance may disappoint a customer who expected more from such a unique package and relatively high price.

Consumers love brands they can trust. If their need for trust is satisfied in each area, i.e. price, packaging and quality, they become loyal customers. So remember that packaging should allude not only to composition or to the abstract values the product is to represent, but also to the quality and price of the preparation.

See also

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Does Slow Life affect the cosmetics market?

Stress, putting our professional life before private matters, constant haste in all daily activities, eating on-the-go, a lack of sleep, no time for our family… These things are typical of contemporary times. And it is precisely them that the increasingly popular Slow Life lifestyle is supposed to counteract. Its characteristics are becoming noticeable in many areas of life as well as in various industries. Similar trends can be observed in the cosmetics market, where both the producers and the consumers are heading towards Slow Life.

Bespoke production is beneficial for the customer

Politech offers standardised products such as caps for perfume bottles, rings and jars for cosmetics. Every item and even individual parts of the items may be ornamented using the following methods: vacuum metal coating, UV varnishing, hot-stamping or full body colouring. Other options available: matt finish, glitter or pearl effect. That way, the range of possibilities is really huge and if we sold stock products, it would hamper the imagination of our customers and limit our development.

Instant Beauty - What is it all about and how can you use it?

Although Slow Life continues to be one of the most influential trends in the consumer market, there is also a large group of people who have a different approach to life. This group of consumers chooses cosmetics with great care, assessing their composition. They also have certain requirements related to life in a constant hurry. Instant Beauty expects quick results, 3-in-1 cosmetics, and products combining care cosmetics with colour cosmetics.

How France became the perfume capital of the World

Sophistication, sensuality, luxury, beautiful scents and chic. Why is it that France is associated with these values? Why is it that French perfume is also associated with these qualities? Is it because of the unique plants and climate, which influences the locally-grown perfume ingredients? Perhaps it is so because the French have the best “noses” in the world? Perhaps there used to be real reasons for this, but the advantage of French perfume today only extends to marketing?

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  • English
  • Modified 30 Aug 2018
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