The needs of an entrepreneur
“Your product's packaging is meant to communicate a purpose”.– Joshua ConranWhen may customers experience packaging? Customers may experience the bags and wrapping from a retailer, or the packaging and ephemera from a manufacturer just by browsing a store or watching other shoppers who have visited the store. The packaging or container may be an object in its own right and serve a function for the buyer long after the actual product is consumed. Who is affected by packaging?Everybody is influenced by packaging, or swayed by the wrapping of products and services in some way. Some consumers thoroughly enjoy an elegant paper bag, while others think it is awkward to advertise which store they have just visited. Where should packaging be experienced?Entrepreneurs should consider the buying cycle as a service and determine where in the process they can wrap communication in perceptible deliverables. Packaging, wrapping and ephemeral objects all communicate something and give a lasting impression of the brand wherever and whenever they are experienced. Yes, I am a designer and yes, I buy a book by the cover… Or put another way, in a situation where I have to decide between two books I choose the one with appropriate packaging. A plethora of sales results have shown that other consumers behave in the same way. Have you had experiences where packaging has affected your sales?