Promotional packaging is an element of branding

A significant part of the activity of any company is its own promotion, winning the trust of the target audience. It is carried out through advertising, corporate style (official forms, promo-packaging, the form of employees), communications and social activities.

Many people do not pay enough attention to packaging, thinking that the quality of the products speaks for itself. But the truth is that it is consumer associations that bring success and recognition. It is necessary to strive to achieve that the product and brand are closely intertwined in the minds of people. This can be seen in the company Pampers, which almost eliminated the use of the word "diapers", as well as Xerox, whose copiers took a share of the market for such equipment, accounting for 80%.

First steps

Of course, not only unprofitable, but also inexpedient to use different packages for your own homogeneous product. Therefore, before the promo-packaging is ready, it is necessary to determine the firm style and image of the company. They will form the subsequent look and design of the goods on the shelf.

The brand should be easily recognizable and have high memorability indicators. To develop a suitable corporate identity, create a focus group that includes different representatives of the target audience. Further, they are provided with different samples and models of design or packaging, marketing research is conducted on their perception.

Influence of packaging on the final cost of products

Printing carton packaging can significantly affect the cost of production in the event that the volume of orders is low. On the other hand, the advantage that gives the original allocation of goods among a multitude of homogeneous, many times covers all the attendant costs. The quality promo packaging in the eyes of the consumer is the rationale for a higher price. It is for this reason that you can now hear about the value of the brand, which exists separately from the product itself.

Souvenirs and gifts

Corporate gifts are an integral part of the existence of any self-respecting company. In order to make an indelible impression on consumers, a unique packaging for gifts is created. Wholesale it will not be so expensive to order, but in piece instances it can exceed the value of the content.

Thus, promo-packaging today is one with the types of competition and self-promotion. Many companies are engaged in careful development of a unique presentation of their own products. Some focus on convenience and practicality, others - on prestige, the third - on originality and intricacy. A huge amount of money goes into the design of the packaging. The first impression of the product and the company is very important, therefore, much attention is paid to how people will see the goods, whether it will cause them interest and the desire to make a purchase. Therefore, we can safely say that packaging is an important element of branding.