Humans began packaging products 3,500 years ago in Egypt. At the time, the sole purpose was to transport food and beverages. These packages were made from natural materials, such as leaves, animal skins, or coconut shells. Over time, these packaging methods evolved, and the Egyptians began using glass containers around 1500 B.C. It wasn’t until the time of Napoleon and the 1800s that tin cans first appeared. From that point on, the development of packaging accelerated with the invention of paper bags in 1850, boxes in the 1870s, cardboard containers in 1906, canned goods in 1935, and plastic containers in the late 1940s. In the early days, most containers were unbranded, designed solely for their functionality rather than their aesthetics.
Most of the containers were made of wood and reusable metals, on which it was difficult to print or affix labels. This changed in 1896 when NABISCO launched one of the first nationwide advertising campaigns featuring a packaging design. It featured a little boy wearing a yellow raincoat, who remained an iconic symbol of the NABISCO brand until the design was phased out in 2008 [1,2]. Subsequently, companies such as Coca-Cola and Procter & Gamble took center stage with meticulously designed packaging. Since then, unique packaging and designs have become commonplace, alongside the development of new technologies that have made printing and production simpler and enabled the use of more practical materials [3]. Packaging design has become essential for selling products, and consumers now associate products with their logos, colors, and packaging.
Packaging design can be broken down into two main areas: visual elements and informational elements. Visual elements include things like illustrations, colors, size, and shape. These are typically the first things a consumer notices about a package and can often grab their attention. Informational elements include labels or text used to convey information about the product. Examples include the list of ingredients or nutritional information on food products. In general, these elements provide information to consumers, helping them make an informed decision about the product. Ideal packaging uses attractive visual elements accompanied by informational elements [4].
Studies have shown that packaging design influences consumers more than advertising [4]. Indeed, packaging offers companies the opportunity to build a brand around their product, allowing them to create a long-term consumer base. When consumers are satisfied with a product, they will generally remain loyal to it unless they find a better alternative. By building a brand around the product, companies can remind consumers of their offerings, and new advertising campaigns can be launched to maintain consumer interest over the long term [5,8]. Starbucks is a good example of this. They have built a brand around their coffees and regularly introduce new varieties, such as chai lattes and caramel macchiatos. Long-time Starbucks customers are more likely to purchase these new varieties and remain interested in these products. Packaging design is also a way to attract new customers. A recent study showed that 73% of people decide which product to buy only once they are already in the store [4]. It is therefore important to have a packaging design that increases the likelihood of the product being chosen.
The packaging market is constantly evolving and is now focused on a few key components. Responsible and sustainable packaging is increasingly emphasized. This refers to packaging that prioritizes reusable materials produced in an environmentally friendly manner. Tin and aluminum packaging are becoming increasingly popular. Uniquely shaped packaging is another key to success in today’s market. This type of design offers consumers a fresh take on products that are perceived as outdated. Such shapes have also become easier to produce over the past 20 years with the invention of software that enables the creation of anamorphic labels that can be easily applied to curved surfaces [7]. Take, for example, Buzz Ball beverages, which are alcoholic drinks sold in rounded plastic containers with a closure similar to that of cans. Consumers also have high expectations for technology, particularly when it comes to connected packaging. Many products are now sold with a mobile app that works in conjunction with the product itself. Timberland, for instance, now offers a “virtual fitting room” where people can see themselves wearing various Timberland products. Finally, convenience is becoming increasingly important. Consumers want products that are easy to use and come with clear instructions. This can be seen, for example, in food products sold in stand-up pouches, with 61% of consumers stating they prefer snacks sold in such pouches over those sold in regular bags [2,6].
Packaging design is a crucial marketing tool for all businesses. It goes far beyond simply attracting new customers to a product; it also helps build a brand to retain those customers. It is also an important activity in nearly every industry, and therefore must be planned properly before a product is launched on the market.
References
[1] “A Brief History of Packaging” (2017), by Kenneth R. Berger.
[2] "History of Packaging" (retrieved in April 2019), by Digimarc Corporation.
[3] "The Evolution of Packaging Design" (accessed April 2019), by Designhill.
[4] "The Importance of Packaging Attributes: A Conjoint Analysis Approach." (retrieved April 2019), by Silayoi, Pinya, and Mark Speece.
[5] "The Influence of Package Design on Consumer Purchase Intent"(2018), by Angela Fraser.
[6] "Why Packaging Design Is Just as Important as Your Product" ( 2018), by Tina Lombardo
[7] "Top Five Trends in Packaging Design" (retrieved April 2019), by Accurate Creative 2019
[8] “Impact of Product Packaging on Consumer Buying Behavior” ( 2014), by Ahmed , Rizwan, and Vishnu Parmar.
