Packaging: The silent salesman

As the war for shelf space becomes more intense than ever before with more products and brands jostling for space, companies are putting a premium on their packaging. It is, after all, the most visible communicator of a brand’s identity and its sales pitch as well.

That effective packaging design can create a sense of perceived value, strong brand identity, build consumer trust, and ultimately drive sales, is no secret. It is also seen as the differentiator that makes a product stand out in a crowded marketplace and catch the attention of the potential consumer.

Packaging also has the power to induce varied sentiments like nostalgia, excitement, depression or even a sense of déjà vu, depending on the design and messaging used. This emotional connection can create brand loyalty, leading consumers to choose a particular brand over its competitors or even pick up the brand for the first time.

Moreover, the right blend of typography, imagery and structure of the packaging design can have a strong influence on the buying behaviour of any individual. A study by MeadWestvaco, titled “Packaging Matters,” in June 2016 revealed that packaging drives 36% of purchase decisions, “more so than TV ads, online reviews, and recommendations from friends.” It added that packaging continues to have a major impact on shopping behaviours such as product trials, repeat purchases and brand switching.

However, the most important features of overall packaging satisfaction are related to safety and functionality, argues the report. No wonder we at SIG, have created eye-catching designs to make products fly off the shelf whether a company is selling foods, drinks or both. Our packaging is light, attractive to the eye and easy to transport. But more importantly, they have impeccable hygiene credentials (safety factor) and the all-important convenience factor (functionality).

While studying the hot drinks market, we saw an untapped opportunity for carton packaging enabling fast and convenient heating. To meet this demand, we developed a conveniently microwavable structure called Heat & Go. It replaces the aluminium film found inside our standard carton structure with a high-barrier alternative allowing drinks to be microwaved without compromising protection or product quality. Heat & Go today meets the highest levels of consumer safety as it can be heated up to 60°C without damaging pack integrity and has a fail-safe against bursting when overheated.

Thus, SIG believes in creating paperboard packaging that’s right for both the product and the consumer. To ensure these packs can handle several different product types, such as different types of milk, juices and liquid foods, this paperboard comes in a range of protective barriers and structures featuring fine layers of polyethylene and aluminium. Creating these structures is a specialised process, in which we consider everything from affordability and functionality to safety and sustainability because that is the future of packaging.