As one walks down the supermarket aisles, it is the array of packaging that catches one’s eyes, or not? How many food products do you remember by their distinct packaging?  What are the personal care products that you recognize by their distinctive packaging? Where is the memorable packaging?

Let’s consider a branded package you may see anywhere in the world.  No matter where you encounter the package, it is more or less the same, regardless of the country in which you find it.

What are the distinguishing characteristics of packages that cause you to associate the package with the product?

Is it the size of the package?  Probably not.
Is it the material from which the package is made?  Perhaps, but probably not.
Is it the color(s) of the packages that are distinguishing?  Probably so.

Close your eyes and imagine the packaging of your favorite laundry detergent.
Can you envision the color? Is it the shape of the package?  Perhaps, for some products the answer is “yes.”  Is it the weight of the package?  Doubtfully.

In fact, it is a combination of factors that you may associate with a product – that defines its appeal.  Most consumers employ multiple senses in identifying and remembering the experience of a product by its package:  Sight, sound, texture, shape and more.

Let’s consider a package containing chocolate.  You’ll probably be able to identify it.

The color of the package itself is light yellow.
The product is wrapped in paper and foil.
The shape of the package is a horizontal triangular box.
The package generally weighs less than a pound.
Those clues make it simple with its unique shape. The product is Toblerone Chocolate.

What about shapes that are both distinguishing and functional? 

Let’s look at ready to drink fresh orange juice.  Many brands are found in the refrigerated section of a supermarket.

It used to be that virtually all fresh orange juice was packaged in a gable-topped waxy carton box.   However, the shape of the box made it difficult for people with small hands to hold and to pour, especially when the outside of the carton was wet or moist.  Tropicana introduced a clear plastic container with a narrowed neck and an oversized cap.  The oversized cap made it easier to hold and open the plastic bottle.  The narrow neck made it much easier for women and children to pour.  This form of packaging costs a bit more, but consumers are willing to pay for the conveniences and ease of use that it delivers.

Now let’s focus on shape being the distinguishing characteristic.  Think for a second of a distinctive bottle shape.  The bottle may be made of either plastic, glass, or aluminum.  Now limit the bottle to a soft drink beverage.   Limit it even further to a soft drink that is a cola.  Surely, you are thinking of Coca-Cola.  If so, you are correct.

The points made above are simple.  Distinguishing characteristics of the package make it, and the product it contains, memorable.  One wants neither a package nor a product that is like every other in its category.  Being different is important if you want your product to stand out.

What’s more is that customer remember products because of packaging that appeals to multiple senses, such as touch, sight, sound.  Packaging which encourages the consumer to engage directly and interacts with the packaging amplifies their memorable experience.   Next time the consume is searching for your product, they will not only recognize it, but they will make your product a must-have purchase.  They will not leave the store without it.

Memorable packaging brings product loyalty and builds brand trust. 

Customers seek out experiences that are pleasurable and enjoyable, especially through packaging engagement which is sensory and fun.