Packaging convinces our consumers about a product’s specifications and serves as a key communication tool for brand image. In fact, one could say that packaging acts like a sales person at the point of sale.
Given the staggering increase in the number of products that hit the shelves, the importance of packaging in product choices becomes all the more evident.
The communication function of packaging is characterised by aesthetics, visual appeal and the information required on it. The information on packaging is ultimately shaped by consumer needs. This information draws their attention and creates a desire to buy it. Considering this function, I see the packages of our products as their clothes. Meticulously attentive to this matter, I want the outside of our products, namely their clothes, to be just as attractive as the inside.
That is why I decided to launch a packaging design and management process that will guide us on our change journey. I called this process IMPACT as a brief reminder to create effective, lasting and basicly self-selling packages that support our products and their positions.
IMPACT stands for:
I for Identity – reflecting a strong brand identity on the packaging.
M for Maintain – consistency and continuity, what we need most.
P for Product – there’s no way to explain how tasty the product is, let the packaging speak!
A for Attract – as the name implies, a strong appeal.
C for Consumer – focusing on the consumer (shopper) first.
T for Think – good ideas require good practices, think hard!
Studies reveal that consumers want to see the following information on a product’s package: expiry date, price, product appearance, nutritional value, ingredients and preservatives, vitamin content, storage conditions, preparation method, halal certification, calories, quality certification, carbohydrates, locally/internationally sourced, country of origin, minerals, ecological certification, producer, weight, dietary recommendations, recycled/not-recycled, fair trade and biodegradability.
During the IMPACT process, it’s best to keep in mind that different cultures care about different types of information and that information which consumers from different cultures seek changes in time.
I believe that our emphasis on IMPACT will enable us to disrupt all of the packaging paradigms in our industry and take us ahead in the competition for shelf space, as long as we stay strongly committed to the M of IMPACT.