Product packaging is more than just a wrapper with some information. But at the same time, there are rules to follow.
There are several factors that a consumer evaluates before purchasing a product. Price, history with the product or company, ease of purchase and, of course, packaging, which has a huge influence on the moment of purchase, playing an important role in the marketing strategy.
It must have an informative label, be developed through graphic planning and have an attractive format so that it can arouse interest in purchasing.
Well-designed packaging can create certain feelings in customers that encourage them to purchase a particular product. Packaging that is not designed correctly can lead customers to feel that the product is not very reliable. In fact, packaging reflects the quality of a product.
Another extremely important item is, for example, the nutritional labeling of foods, which must follow the resolution of the National Health Surveillance Agency ANVISA RDC 360/03. Products from the food and beverage industry must follow the standards of current legislation, so the packaging must contain on its label the nutritional information on the energy value, proteins, fibers, carbohydrates, sodium, trans fats and saturated fats.
They must inform in household measurements the percentage of daily values for each nutrient declared as stated in ANVISA resolution RDC 360/03.
How the analysis is done
To accurately analyze the quantity of a given substance and confirm the concentration described on the packaging, a technique called “titration” is used.
Nowadays, more and more industries are carrying out chemical titration to certify the quality of their products. Through this technique, the exact quantity of matter in a sample is determined and a solution of known concentration is used for this purpose.
Titration is a quantitative chemical analysis where the sample has its concentration determined and as a result of a chemical reaction when mixed with some other substance.
Compliance, but with creativity
The rules for each type of industry vary greatly, which is a challenge for designers and creative minds. Before you come up with any ideas, you need to think deeply about what you need to inform the public about right away. For example, a bag from a clothing store doesn’t need to have a lot of information.
As mentioned before, packaging for a food product, or packaging for a technological product, may have to contain so much information that there is no way to avoid the small print at the bottom.
That’s why compliance is the first step. But then your creativity can take flight. You probably remember products you bought because of their packaging or because it caught so much attention that it became an unbalanced element. Apple, for example, has always invested millions of dollars in making its products catch the eye of potential customers right away.
Is there room for bright colors? What will be the highlight of the company logo? Is there any reference, even if it is foreign, that can be used? There is no shortage of sources to draw from and be creative for a client. Of course, always knowing what their ideas and expectations are. There is no point in revolutionizing a product and how it is presented when the client wants a simple change.
Going beyond the product
In recent years, companies and brands in general have been investing in campaigns that go beyond their products. Whether to create greater meaning in the relationship with customers or to convey a vision of the world, campaigns seem to be becoming increasingly sophisticated and full of messages. This can even be seen in their packaging: for example, more and more brands are highlighting how biodegradable they are.
The positive aspects of this are clear, but there are brands that don’t go as far and restrict themselves to reporting what their product delivers and how it is better than the competition. This is where the same idea of aligning expectations comes into play.
Packaging is the gateway
Whether it is physical or digital packaging (it could be a website or a social network), there is no doubt that packaging is an item that cannot be underestimated or left aside. It is up to creative minds to understand what the product means and what the industry demands of it in depth. And from there, create a positive image of it for the world to see. Even if only for a second.