Packaging packaging is a powerful marketing tool that enhances the customer experience, supply chain operations and revenue streams. Learn all about the role of packaging in marketing communications on our latest slideshare

1. The Role of
Packaging
in Marketing
Communications
S L I D E S H A R E

2. Overview
• Packaging Functions
• Marketing Functions
• Packaging: An Element of Communication
• Packaging and Design

3. Throughout history, packaging was simply utilitarian
and only served the functional purpose to contain and
protect products.
An Evolution of
Packaging Functions

4. However, with growing competition
and exponential retail development,
packaging has exceeded it’s functional
purpose and has become an important
sales and marketing tool.

5. Protection
While the main function of packaging is still to contain
products, there is more purpose behind protecting products
when it comes to marketing.
You are not only maintaining product integrity but your
brand integrity too.
When customers receive intact products it is a reflection of
a brand’s quality and they’re more likely to remain a loyal
customer to that brand.

6. Convenience
Packaging is engineered to be handled, stored and
distributed relating to both marketing and logistics.
Marketing not only means maintaining strong
relationships with customers, but with retailers too!
Packaging provides a convenient experience to customers
and anyone involved in your supply chain processes.

7. Brand Recognition
As a marketer you know consumers love a good brand
story and transparency.
Packaging has become a key communication tool for
businesses to convey brand missions and key information to
their customers.
Packaging is also the easiest way to establish a strong brand
presence that consumers are able to recognize through:
• Brand names
• Logos
• Artwork designs

8. Packaging is considered to form a part of the product mix
and branding and is becoming increasingly more important
in evolving markets.
Marketing Functions

9. Evolving Marketing
Budgets
Marketers are no longer relying solely on traditional
advertising to gain brand recognition.
Instead, brands are allocating more of their budgets to
new communication avenues, like packaging.

10. Consumer Purchasing
Decisions
Self service has removed the salesman from customer
purchasing decisions, leaving marketers to showcase
information on their packaging.
Impactful branding has the capability to sway consumer
decision making and engage target markets from the first
point of contact.

11. Development in retail has made the retail environment
highly competitive, offering customers a wide range of
choices.
Primary packaging now needs to be highly relevant to
the retail space it is being showcased in, while secondary
packaging needs to communicate key information to
retailers for more convenient stocking and storing.
Retail Developments

12. Packaging has quickly become a key driver for brands to
communicate with their customer base because of the
ability to showcase:
• Logos
• Messages
• Images
Packaging:
An Element of Communication
• Ingredients
• Benefits

13. The Elements of
Communication
Throughout history brands have used packaging
as a communication tool through showcasing:
• Image
• Color
• Shape
• Size
• Text
• Material

14. Advertising While packaging is not a traditional advertising channel, it is
an effective one for customer retention.
Look at packaging like a portable billboard.
By ensuring product integrity and an exciting unboxing
experience, customers are more likely to repurchase from a
brand and share their experience with their networks.

15. Communicating
Missions
While it may seem like the material of packaging is the
least important element for communicating brand missions,
nowadays, it’s actually one of the most important.
Consumers are much more eco-conscious in their
purchasing decisions and are more likely to pay a premium
for products that come in sustainable packaging.

16. Communicating
Quality
The quality of packaging materials also plays an important
role in communicating the quality of a brand.
Choosing materials that are compatible with high quality
printing methods will communicate a brand’s attention
to detail, aesthetic and adds a higher perceived value to
products.

17. Successful packaging goes hand in hand with design.
Packaging design has the capability to:
• Influence consumer perception
• Appeal to consumer emotions
• Motivate desire for products
Packaging and Design

18. Effective packaging design is advertising for your product.
However, because packaging isn’t perceived as explicit
advertising, consumers are more likely to accept and
acknowledge a brand through their packaging.
Effective
Packaging Design

19. Consumer
Requirements
Functionality and convenience are the key drivers behind
design requirements due to changing consumer lifestyles,
behaviors and household sizes.
Functional packaging offers customers a convenient
unboxing experience that has the potential to result in
increased customer retention.

20. Supply Chain
Processes
Functionality and convenience also bleed into design
requirements for supply chain operations.
Supply chains have been greatly impacted by the pandemic
in nearly all industries, requiring optimized packaging
designs for smoother operations.
Optimizing packaging solutions for supply chains also
ensures a smoother delivery process for customers and
vendors, further building brand credibility.

21. PakFactory takes all business and marketing goals into
account when working one-on-one with a business to
ensure a high quality packaging experience.
Contact us today and bring your packaging to life!
www.pakfactory.com/contact-us
There is no doubt that packaging is a
powerful marketing tool that enhances
the customer experience, supply chain
operations and revenue.