A defining design

17 April 2009

In the current economic climate, brand owners face a stiff task. While they attempt to keep the packaging costs to a minimum, they must ensure that the packaging itself succeeds in its physical function of protecting the product and psychological role of connecting with the customers, thereby ensuring continual sales even in harsh times.

Today, a consumer is bombarded with a plethora of choice, resulting in both reducing customer loyalty and lack of new clients. We might often find ourselves standing in front of a section, not just a shelf, of breakfast cereals for example, wondering which tastes better. And our decisions are often made not by what might taste better but by what looks better on the package.

Packaging design therefore continues to play a crucial role in capturing the attention and conveying the quality of the product. But what’s important is that the packaging should be produced in a cost effective way allowing the brand owners to sell their product at a competitive price.

While its role is recognised in the case of a product launch, many well-established brands tend to stick to old package design. This might give a perception of the product being dated. Revitalising the package design will help catch the eye of existing customers, and open the product up to new audiences.

Consumers are also getting increasingly environmentally-conscious. Certain quarters of society see packaging as a waste of resources, not realising its many functions. Therefore, the packaging design should also lead to significant environmental impact reductions.

Despite all the recessionary and environmental pressures, the product needs to stand out. The brand owners, packaging designers, and the packaging manufacturers must all realise that a defining package design might just be the factor that defines brand success!

Sonali Advani

Group Editor


Sonali Advani



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