Packaging Your Brand
The idea of using packaging to diversify your Brand isn’t new. In fact it’s one of the best and more cost efficient ways of dong so. Companies spend tons of money to ensure that their Brand is telling their story in a way that gives the consumer fewer competitor choices.
At POP (Point of Purchase) your customer has seconds to make a decision. This isn’t much time for you to grab their attention. Your goal is to have them go beyond the visual to actually picking up your product in their hands and reading the label. This is a science in itself.
What does the evidence show?
In 2008 Ameritest/CY Research published a study that I think you will find interesting. In it they show how a consumer makes the decision to purchase or not purchase your product. They highlight two factors:
1. The placement on shelf
2. The design of the package
These are the two factors which will influence the consumer toward your Brand. They learned the following:
1. Attention is a Scarce Resource
2. Attention tends to be a process that operates largely below the subconscious mind
3. Attention focuses like the lens of a camera
“My sickness is that I’m fascinated by human behavior, by what’s underneath the surface, by the worlds inside people”..Johnny Depp
Are you fascinated by the choices your customer is making?
Johnny Depp has a natural fascination for people because he is a character actor. With each role he takes on he must understand the character he is playing so that he can get into their heads and act out the choices they might make from situation to situation. The more he understands this from the perspective of the character, the more compelling his performance in convincing the audience of the reality of the story.
When you are designing your Brand, are you approaching your consumer the same way? Are you understanding their persona? Their likes and don’t likes. What they are attracted to? How they make their decisions in-store or at point of purchase? Have you designed your package so that you are taking full advantage of the sales cycle from beginning to end so that you are increasing your chances of purchase? Is your package attracting new converts? Your Brand has an identity…a personality.
Developing Character with your Brand
The road to Brand success has its sign posts. Its up to you to pay attention to them. We have looked at your Brand in the following ways:
1. How the consumer makes purchasing decisions
2. The science behind those decisions at retail
3. The nature of your consumer…that is understanding their persona in a relevant way to increase your sales and profits
Now let’s take a look at how you can captivate your existing customer and compel new prospective buyers to make the choice to buy your product.
Less is more…
Packaging and labeling continues to drive Brands at the retail level. Technology has pushed the level at which you can engage with your customer in a personal way. How your product package is decorated and what it says in the few seconds you have we have seen is vital to your Brand’s growth and success.
Your story and character development can be stunning with less pizzazz and more content.
The great thing about shrink sleeve labeling
As marketing and advertising budgets continue to be slashed, packaging and label suppliers have risen to the challenge with the use of shrink sleeve labeling.
Letting the label do the talking for you has helped companies develop the character and persona of the Brand to its target audience. Shrink sleeve labeling has also allowed companies to reduce time to market since the process is less labor intensive than conventional labeling.
The benefits to your Brand
1. Offers a premium look
2. A stronger barrier for your product
3. Environmentally more favorable
4. Faster to apply
5. Cost efficient
Markets expected to expand even more in Shrink Sleeving
Initiated by the Snapple people (primarily the drink category), Shrink Sleeve labeling is expanding it’s reach into other markets and categories. Some of these are:
2. Special containers
How you can increase Brand awareness, ‘pop’ appeal and sales in your business
Up to now you have seen brands that your business may not relate to. You may be asking, this sounds great but I am not in the category of the ‘big boys’ where I can afford the quantities to even begin considering shrink for my products.
With the advent of narrow web Digital printing you can now not only afford it, but you can increase your Brand’s on-shelf appeal right along side of the major Brands.
Digital printing shrink sleeve labels on the HP Indigo ws4500 allows you the capability of achieving the difficult colours on clear shrink substrates. You can have your graphics really pop with the use of white inks to back up and punch up all your images.
Especially made for small to medium runs, the HP Indigo ws4500 is the perfect fit for launching a new shrink sleeve design quickly and easily. Eye-catching appeal at the point of purchase is now within your grasp.
“Looking good is the best revenge”…Ivana Trump
The Digital Shrink Sleeve Label
Hp has made huge gains in the shrink sleeve label market. It is a revolution in package printing and conversion. You can now have your design sent directly to press from art file and have a proof made on the shrink sleeve material before you continue to run.
You can also print reverse to avoid scuffing and damage to your label while in transit or being handled at store level. Your label will stay with your container.
Furthermore, you can run customized products to help promote your Brand by store or geographic region. This can be easily done with no extra cost to you. There are no set up charges and include other benefits to you:
1. Just in time deliveries
2. Stockless supply Chain Management
3. Faster production of finished product
4. Maintaining corporate identity of all your Branded colours
There is more to be gained in promoting your Brand using shrink sleeve labels.
Summarizing the key points
1. Consumer attention is a scarce resource
2. Always look below the subconscious with consumer behavior
3. Think of your Brand as if looking through a camera lens
4. Be fascinated by the choices your customer is making
5. Know and develop your Brand’s character with re-imagined packaging
6. Achieve a premium look
7. Increase the amount of real estate available for your Brand’s story