Post by sakibkhan50 on Feb 26, 2024 23:15:59 GMT -6
As seen previously, in addition to its functional roles, packaging performs a communicative function which involves the transmission of particular messages to consumers. Silayoi and Speece (2007) argue that “ packaging becomes a critical factor in the consumer decision-making process because it communicates to consumers when they actually decide in store ”. In an online shopping situation, the pack also becomes a tool for customer loyalty and experience because it is delivered even after the purchase of the product. In fact, Hellström and Saghir (2007) defined the three communicative functions in the following way: Informational Promotional Relational The first focuses on the transmission of information such as content, destination, manner of use or all those legal requirements.
The promotional function serves to make the packaged product Ecuador Mobile Number List more interesting in the eyes of the consumer, encouraging the choice of the same over others present nearby. In the last case, the relational aspect elevates the communicative function to the creation of a bond with the consumer , providing additional value compared to the mere informational and promotional aspect. In the next paragraph we introduce three best practices to put the concepts just exposed into practice. Some creative examples The informative, promotional and relational functions can be designed in a canonical way, respecting market standards or playing on elements such as graphics, colors or the packaging itself. Indeed, visual stimuli on packaging attract consumers' attention and lead consumers to form perceptions of various products; these perceptions have a significant influence on the purchasing decision.
Festina: the informative packaging that says everything without writing anything The Festina watch brand has created a completely waterproof product for the target of divers, lovers of great depths or long swims. In this case, given the considerable technicality of the product , an information pack is the necessary solution to communicate all the critical and rational aspects that a consumer looks for when purchasing an object like this. In the specific case of the watch, the guarantee and the ability to resist water are key elements of the brand's value proposition . Thinking creatively, the brand decided to eliminate any writing on the primary packaging and let the product and packaging itself speak for themselves. Packaging Festina Festina's creative packaging The result is the sale of the Festina watch directly in the water . By putting stress on the capacity of the product right from the moment of packaging, the brand managed to guarantee the veracity of what was stated. Furthermore, the transparency of the packaging itself allows you to admire every detail of the product and refers to the value of transparency in the culture of the brand. An extremely successful creative exercise.
The promotional function serves to make the packaged product Ecuador Mobile Number List more interesting in the eyes of the consumer, encouraging the choice of the same over others present nearby. In the last case, the relational aspect elevates the communicative function to the creation of a bond with the consumer , providing additional value compared to the mere informational and promotional aspect. In the next paragraph we introduce three best practices to put the concepts just exposed into practice. Some creative examples The informative, promotional and relational functions can be designed in a canonical way, respecting market standards or playing on elements such as graphics, colors or the packaging itself. Indeed, visual stimuli on packaging attract consumers' attention and lead consumers to form perceptions of various products; these perceptions have a significant influence on the purchasing decision.
Festina: the informative packaging that says everything without writing anything The Festina watch brand has created a completely waterproof product for the target of divers, lovers of great depths or long swims. In this case, given the considerable technicality of the product , an information pack is the necessary solution to communicate all the critical and rational aspects that a consumer looks for when purchasing an object like this. In the specific case of the watch, the guarantee and the ability to resist water are key elements of the brand's value proposition . Thinking creatively, the brand decided to eliminate any writing on the primary packaging and let the product and packaging itself speak for themselves. Packaging Festina Festina's creative packaging The result is the sale of the Festina watch directly in the water . By putting stress on the capacity of the product right from the moment of packaging, the brand managed to guarantee the veracity of what was stated. Furthermore, the transparency of the packaging itself allows you to admire every detail of the product and refers to the value of transparency in the culture of the brand. An extremely successful creative exercise.