{"id":213,"date":"2019-07-03T14:51:41","date_gmt":"2019-07-03T14:51:41","guid":{"rendered":"https:\/\/courses.lumenlearning.com\/suny-hccc-marketingv2\/chapter\/reading-packaging\/"},"modified":"2019-07-03T14:51:41","modified_gmt":"2019-07-03T14:51:41","slug":"reading-packaging","status":"publish","type":"chapter","link":"https:\/\/courses.lumenlearning.com\/suny-hccc-marketing\/chapter\/reading-packaging\/","title":{"raw":"Reading: Packaging","rendered":"Reading: Packaging"},"content":{"raw":"\n<h2>Creating the Perfect Package<\/h2>\n[caption id=\"attachment_5029\" align=\"alignright\" width=\"250\"]<a href=\"https:\/\/courses.candelalearning.com\/waymakerintromarketing1xmaster\/wp-content\/uploads\/sites\/903\/2016\/01\/A__Design_Award_and_Competition_-_Images_of_Bigelow_Tea_Rebrand_by_Brielle_Wilson.jpg\" rel=\"attachment wp-att-5029\"><img class=\"wp-image-5029\" src=\"https:\/\/s3-us-west-2.amazonaws.com\/courses-images-archive-read-only\/wp-content\/uploads\/sites\/1505\/2016\/01\/04105407\/A__Design_Award_and_Competition_-_Images_of_Bigelow_Tea_Rebrand_by_Brielle_Wilson.jpg\" alt=\"A pyramid-shaped box that opens to reveal stacked pyramid-shaped boxes of teas.\" width=\"250\" height=\"199\"><\/a> Bigelow Tea Rebrand Tea Gift Set by Brielle Wilson. 2015 A'Design Award Winner for packaging design. Source: <a href=\"https:\/\/competition.adesignaward.com\/design.php?ID=36627\" target=\"_blank\">https:\/\/competition.adesignaward.com\/design.php?ID=36627<\/a>[\/caption]\n\nProduct packaging is an underappreciated hero in the marketing world. Packaging is supremely functional: it protects the product. It contains the product. It displays the product. It promotes the product. Its design and labeling communicate about the product. And the package itself can even increase the product's utility, making it better suited to however the customer wants to use it.\n\nIf packaging does all these things, why is it&nbsp;undervalued? As a marketing tool, packaging often feels low-tech and old-school in the information age. It's just not as sexy as Web sites, events, or social media\u2014and yet, it remains a staple of the purchasing environment.\n\nWith the increased emphasis&nbsp;on self-service marketing at supermarkets, drugstores, and even department stores, the role of packaging is significant. For example, in a typical supermarket a shopper passes about six hundred&nbsp;items per minute\u2014or one item every tenth of a second. Thus, the only way to get some consumers to notice a&nbsp;product is by&nbsp;in-store displays, shelf hangers, tear-off coupon blocks, other point-of-purchase devices, or, last but not least, effective packages.[footnote]William O. Bearden and Michael G. Etzel, \"Reference Group Influence on Product and Brand Choice,\"Journal of Consumer Research, September 1982, pp. 183\u2013194[\/footnote]\n\nPackaging provides an opportunity for a product&nbsp;to jump out and differentiate itself on the crowded, viciously competitive shelves of supermarkets, drugstores, department stores, and other retailers. Every single customer who buys a product inevitably interacts with the packaging, which is what makes it such a potentially powerful touch point.\n<h3>Clarifying&nbsp;the Role(s) Packaging Can Play<\/h3>\n<div class=\"page\" title=\"Page 171\">\n<div class=\"layoutArea\">\n<div class=\"column\">\n\nMarketers invest a great deal on motivational research, color testing, psychological manipulation, and so on&nbsp;in order to learn&nbsp;how the majority of consumers will react to a new package. Based on the results of this research, past experience, and the current and anticipated decisions of competitors, marketers determine what primary role the package will play&nbsp;relative to the product. They determine which of the following needs to be included:\n<ul>\n\t<li><strong><strong>Quality&nbsp;<\/strong><\/strong>\n\n[caption id=\"attachment_5018\" align=\"alignright\" width=\"250\"]<a href=\"https:\/\/courses.candelalearning.com\/waymakerintromarketing1xmaster\/wp-content\/uploads\/sites\/903\/2016\/01\/Packaging_that_speaks_volumes_-_DS_Smith_Packaging.jpg\" rel=\"attachment wp-att-5018\"><img class=\"wp-image-5018\" src=\"https:\/\/s3-us-west-2.amazonaws.com\/courses-images-archive-read-only\/wp-content\/uploads\/sites\/1505\/2016\/01\/04105408\/Packaging_that_speaks_volumes_-_DS_Smith_Packaging.jpg\" alt=\"A box decorated with flowers and windmills.\" width=\"250\" height=\"145\"><\/a> Royal Fruitmasters Holland box. Source: <a href=\"http:\/\/www.dssmith.com\/packaging\/about\/media\/news-press-releases\/2014\/6\/communicating-quality-through-packaging\/\" target=\"_blank\">http:\/\/www.dssmith.com\/packaging\/about\/media\/news-press-releases\/2014\/6\/communicating-quality-through-packaging\/<\/a>[\/caption]\n\nExample: One Dutch packaging company developed a cardboard package design for fresh produce sold in the Netherlands and exported to other countries. The decorative elements were based on world-famous, collectible Delft blue porcelain, to convey high quality and desirability.[footnote]<a href=\"http:\/\/www.dssmith.com\/packaging\/about\/media\/news-press-releases\/2014\/6\/communicating-quality-through-packaging\/\" target=\"_blank\">http:\/\/www.dssmith.com\/packaging\/about\/media\/news-press-releases\/2014\/6\/communicating-quality-through-packaging\/<\/a>[\/footnote]<\/li>\n\t<li><strong>Safety<\/strong>\nExample:&nbsp;Product protection and child-proofing are standard&nbsp;features in the packaging of Tylenol, Benadryl, Children's Motrin, and other over-the-counter drugs.<\/li>\n\t<li><strong>Instruction<\/strong>\nExample:&nbsp;Dosage information for drugs and&nbsp;\"how to use this product\" information for a variety of appliances, devices, and other products helps ensure that consumers use products responsibly and as intended.<\/li>\n\t<li><strong>Legal compliance\n<\/strong>Example: The U.S. Food &amp; Drug Administration (FDA) maintains strict regulations about the types of information food companies must disclose on their product labels: ingredients, calorie counts, nutritional information, serving size and servings per container, and so forth.<\/li>\n\t<li><strong>Distinction\n<\/strong>Example: Packaging can be distinctive as a familiar, favored brand: the Coca-Cola or Heinz Ketchup bottles, the Campbell's Soup can, the Kleenex tissue box. Alternatively, designers may use color, shape, materials, labeling and other packaging features to&nbsp;convey something is new, different or improved.<\/li>\n\t<li><strong>Affordability\n<\/strong>Example: In packaged goods, packaging simplicity and plainness\u2014for&nbsp;generic and store-brand products\u2014often suggests greater affordability in the minds of consumers.<\/li>\n\t<li><strong>Convenience\n<\/strong>Example: Resealable packages have been a welcome, convenient packaging innovation for a variety of products, from baby wipes to sliced bologna to snack foods.<\/li>\n\t<li><strong>Aesthetic beauty<\/strong>\n\n[caption id=\"attachment_5019\" align=\"alignright\" width=\"250\"]<a href=\"https:\/\/courses.candelalearning.com\/waymakerintromarketing1xmaster\/wp-content\/uploads\/sites\/903\/2016\/01\/TripleClicks_com__Versace_Bright_Crystal_edt_90ml_for_women.jpg\" rel=\"attachment wp-att-5019\"><img class=\"wp-image-5019\" src=\"https:\/\/s3-us-west-2.amazonaws.com\/courses-images-archive-read-only\/wp-content\/uploads\/sites\/1505\/2016\/01\/04105410\/TripleClicks_com__Versace_Bright_Crystal_edt_90ml_for_women.jpg\" alt=\"A bottle of pink perfume with a very large lid that looks like a diamond. The bottle is next to a pink.\" width=\"250\" height=\"162\"><\/a> Source: <a href=\"https:\/\/www.tripleclicks.com\/detail.php?item=404322\" target=\"_blank\">https:\/\/www.tripleclicks.com\/detail.php?item=404322<\/a>[\/caption]\n\nExample: Perfume manufacturers devote extensive time and attention to making&nbsp;beautiful, distinctive designs for perfume bottles and packaging. One recent estimate suggests that for each $100 bottle of perfume, the manufacturer's expense for the bottle and packaging is&nbsp;$10. Meanwhile, their expense for the bottle's contents is&nbsp;only about $2.[footnote]<a href=\"http:\/\/www.dailyfinance.com\/2012\/05\/22\/celebrity-perfume-cost-breakdown\/\" target=\"_blank\">http:\/\/www.dailyfinance.com\/2012\/05\/22\/celebrity-perfume-cost-breakdown\/<\/a>[\/footnote]<\/li>\n\t<li><strong>Improved utility\n<\/strong>Example: Packaging single-serving yogurt or applesauce in tubes rather than traditional packages makes them usable in more settings and circumstances because they are less messy and no longer require spoons or a table-top to be able to eat them effectively.<\/li>\n\t<li><strong>Sustainability\n<\/strong>Example: Environmentally-friendly&nbsp;packaging can create brand preference from consumers who are conscious about their carbon footprints. Using fewer chemical-based inks and dyes, less wasteful packaging design, and preference for recycled and recyclable materials all set products apart as \"green\" and eco-friendly.<\/li>\n<\/ul>\n<h3>Matching the Package to the Product . . . and the Consumer<\/h3>\nClearly delineating the role of the product should lead to the actual design of the package: its color, size, texture, location of trademark, name, product information, and promotional materials. Market leaders in the dry food area, such as cake mixes, have established a tradition of recipes on the package. However, there are many&nbsp;package-related questions. Do the colors complement one another? Are you taking advantage of consumer confusion by using a package design similar to that of the market leader? Can the product be made for an acceptable cost? Can it be transported, stored, and shelved properly? Is there space for special promotional deals? Finally, various versions of the product will be tested in the market. How recognizable is the package? Is it distinctive? Aesthetically pleasing? Acceptable by dealers?\n\nPackaging designers can be extremely creative when it comes to incorporating multiple requirements into the container design. The key is to understand what factors most influence customer decisions about what to buy. For a given purchase situation, any of the factors above\u2013or a combination of them\u2013might help a consumer settle on which&nbsp;product to buy.\n\nIn some product categories, the promoting the package has become almost as important, if not more important, than promoting product performance. This is true for products as diverse as&nbsp;powdered and soft drinks, margarine, perfumes, and pet foods. In the case of Pringles, the stacked potato chip made by Procter &amp; Gamble, a package had to be designed that would protect a very delicate product. Hence the Pringles can. When it introduced&nbsp;Pringles to the market, Procter &amp; Gamble took a risk that retailers and consumers would be open to something new.\n\n<a href=\"https:\/\/courses.candelalearning.com\/waymakerintromarketing1xmaster\/wp-content\/uploads\/sites\/903\/2016\/01\/39944369_24b450b0b4_o-2.jpg\" rel=\"attachment wp-att-5027\"><img class=\"aligncenter wp-image-5027\" src=\"https:\/\/s3-us-west-2.amazonaws.com\/courses-images-archive-read-only\/wp-content\/uploads\/sites\/1505\/2016\/01\/04105411\/39944369_24b450b0b4_o-2.jpg\" alt=\"A small child clutching a can of Pringles.\" width=\"600\" height=\"410\"><\/a>\n<h3>Packaging and Brand Loyalty<\/h3>\nPackaging is one dimension of a brand that can contribute to customer&nbsp;loyalty. Familiar or aesthetically pleasing packaging can simplify the buying process in customers' minds. The package is a clear extension of the brand, and brands with strongly loyal fans (or \"tribes,\" as they are sometimes called) may create significant brand equity associated with the package.\n\nAn interesting example of this phenomenon is actually a brand misstep on the part of clothing manufacturer Gap.&nbsp;In \"<span id=\"hs_cos_wrapper_name\" class=\"hs_cos_wrapper hs_cos_wrapper_meta_field hs_cos_wrapper_type_text\" data-hs-cos-general-type=\"meta_field\" data-hs-cos-type=\"text\">8 of the Biggest Marketing Faux Pas of All Time,\"&nbsp;<\/span>Amanda Sibley describes what happened when Gap introduced a new logo in October 2010. The company was trying to make its image more contemporary and hip. How long did the logo last?\n\n<img id=\"img-1342531213383\" class=\"shadow aligncenter\" src=\"https:\/\/s3-us-west-2.amazonaws.com\/courses-images-archive-read-only\/wp-content\/uploads\/sites\/1505\/2016\/01\/04105412\/gap1.jpg\" alt=\"On the left is the old (and current) Gap logo, the word GAP written in all caps in a white serif font enclosed in a navy blue square. On the right, the failed logo. It has the word Gap in a black sans serif font, with the A and P in lowercase. A small blue box is partly behind the P.\" width=\"499\" height=\"256\" border=\"0\">\n<blockquote>\n<div>\n\nA whopping two days.\n\nGap quickly put the old logo back into place after unbelievable backlash from the public. Gap, known for everyday basics, tried to redo their image to appeal to a more hip crowd. Unfortunately, they didn\u2019t understand who their target market is\u2014people who want the basics and aren't interested in trendy styles. Their loyal customers felt that Gap was changing their image for the worse and lost a connection with the brand. Gap was also unsuccessful at attracting the younger, trendy generation with the redesign (albeit only a two-day redesign), resulting in a failure on two fronts with this new logo.\n\nIt wasn't so awful for Gap to pursue a logo redesign, the lesson is simply to stay in touch with your buyer personas so you can ensure your new design reflects them. Marketers focus a lot on metrics\u2014for good reasons\u2014but never underestimate your audience's <em>feelings<\/em> toward your brand. They're harder to quantify, sure, but boy will people speak out when their sensibilities are offended.[footnote]Amanda Sibley,&nbsp;\"<span class=\"hs_cos_wrapper hs_cos_wrapper_meta_field hs_cos_wrapper_type_text\" data-hs-cos-general-type=\"meta_field\" data-hs-cos-type=\"text\">8 of the Biggest Marketing Faux Pas of All Time,\" HubSpot, July 17, 2012,&nbsp;<a href=\"http:\/\/blog.hubspot.com\/blog\/tabid\/6307\/bid\/33396\/8-of-the-Biggest-Marketing-Faux-Pas-of-All-Time.aspx\" target=\"_blank\">http:\/\/blog.hubspot.com\/blog\/tabid\/6307\/bid\/33396\/8-of-the-Biggest-Marketing-Faux-Pas-of-All-Time.aspx<\/a><\/span>[\/footnote]\n\n<\/div><\/blockquote>\n<\/div>\n<\/div>\n<\/div>\n<h2><strong>Check Your Understanding<\/strong><\/h2>\nAnswer the question(s) below to see how well you understand the topics covered in this outcome. This short quiz does&nbsp;<strong>not<\/strong>&nbsp;count toward your grade in the class, and you can retake it an unlimited number of times.\n\nUse this quiz to check your understanding and decide whether to (1) study the previous section further or (2) move on to the next section.\n\nhttps:\/\/assessments.lumenlearning.com\/assessments\/809\n","rendered":"<h2>Creating the Perfect Package<\/h2>\n<div id=\"attachment_5029\" style=\"width: 260px\" class=\"wp-caption alignright\"><a href=\"https:\/\/courses.candelalearning.com\/waymakerintromarketing1xmaster\/wp-content\/uploads\/sites\/903\/2016\/01\/A__Design_Award_and_Competition_-_Images_of_Bigelow_Tea_Rebrand_by_Brielle_Wilson.jpg\" rel=\"attachment wp-att-5029\"><img loading=\"lazy\" decoding=\"async\" aria-describedby=\"caption-attachment-5029\" class=\"wp-image-5029\" src=\"https:\/\/s3-us-west-2.amazonaws.com\/courses-images-archive-read-only\/wp-content\/uploads\/sites\/1505\/2016\/01\/04105407\/A__Design_Award_and_Competition_-_Images_of_Bigelow_Tea_Rebrand_by_Brielle_Wilson.jpg\" alt=\"A pyramid-shaped box that opens to reveal stacked pyramid-shaped boxes of teas.\" width=\"250\" height=\"199\" \/><\/a><\/p>\n<p id=\"caption-attachment-5029\" class=\"wp-caption-text\">Bigelow Tea Rebrand Tea Gift Set by Brielle Wilson. 2015 A&#8217;Design Award Winner for packaging design. Source: <a href=\"https:\/\/competition.adesignaward.com\/design.php?ID=36627\" target=\"_blank\">https:\/\/competition.adesignaward.com\/design.php?ID=36627<\/a><\/p>\n<\/div>\n<p>Product packaging is an underappreciated hero in the marketing world. Packaging is supremely functional: it protects the product. It contains the product. It displays the product. It promotes the product. Its design and labeling communicate about the product. And the package itself can even increase the product&#8217;s utility, making it better suited to however the customer wants to use it.<\/p>\n<p>If packaging does all these things, why is it&nbsp;undervalued? As a marketing tool, packaging often feels low-tech and old-school in the information age. It&#8217;s just not as sexy as Web sites, events, or social media\u2014and yet, it remains a staple of the purchasing environment.<\/p>\n<p>With the increased emphasis&nbsp;on self-service marketing at supermarkets, drugstores, and even department stores, the role of packaging is significant. For example, in a typical supermarket a shopper passes about six hundred&nbsp;items per minute\u2014or one item every tenth of a second. Thus, the only way to get some consumers to notice a&nbsp;product is by&nbsp;in-store displays, shelf hangers, tear-off coupon blocks, other point-of-purchase devices, or, last but not least, effective packages.<a class=\"footnote\" title=\"William O. Bearden and Michael G. Etzel, &quot;Reference Group Influence on Product and Brand Choice,&quot;Journal of Consumer Research, September 1982, pp. 183\u2013194\" id=\"return-footnote-213-1\" href=\"#footnote-213-1\" aria-label=\"Footnote 1\"><sup class=\"footnote\">[1]<\/sup><\/a><\/p>\n<p>Packaging provides an opportunity for a product&nbsp;to jump out and differentiate itself on the crowded, viciously competitive shelves of supermarkets, drugstores, department stores, and other retailers. Every single customer who buys a product inevitably interacts with the packaging, which is what makes it such a potentially powerful touch point.<\/p>\n<h3>Clarifying&nbsp;the Role(s) Packaging Can Play<\/h3>\n<div class=\"page\" title=\"Page 171\">\n<div class=\"layoutArea\">\n<div class=\"column\">\n<p>Marketers invest a great deal on motivational research, color testing, psychological manipulation, and so on&nbsp;in order to learn&nbsp;how the majority of consumers will react to a new package. Based on the results of this research, past experience, and the current and anticipated decisions of competitors, marketers determine what primary role the package will play&nbsp;relative to the product. They determine which of the following needs to be included:<\/p>\n<ul>\n<li><strong><strong>Quality&nbsp;<\/strong><\/strong>\n<div id=\"attachment_5018\" style=\"width: 260px\" class=\"wp-caption alignright\"><a href=\"https:\/\/courses.candelalearning.com\/waymakerintromarketing1xmaster\/wp-content\/uploads\/sites\/903\/2016\/01\/Packaging_that_speaks_volumes_-_DS_Smith_Packaging.jpg\" rel=\"attachment wp-att-5018\"><img loading=\"lazy\" decoding=\"async\" aria-describedby=\"caption-attachment-5018\" class=\"wp-image-5018\" src=\"https:\/\/s3-us-west-2.amazonaws.com\/courses-images-archive-read-only\/wp-content\/uploads\/sites\/1505\/2016\/01\/04105408\/Packaging_that_speaks_volumes_-_DS_Smith_Packaging.jpg\" alt=\"A box decorated with flowers and windmills.\" width=\"250\" height=\"145\" \/><\/a><\/p>\n<p id=\"caption-attachment-5018\" class=\"wp-caption-text\">Royal Fruitmasters Holland box. Source: <a href=\"http:\/\/www.dssmith.com\/packaging\/about\/media\/news-press-releases\/2014\/6\/communicating-quality-through-packaging\/\" target=\"_blank\">http:\/\/www.dssmith.com\/packaging\/about\/media\/news-press-releases\/2014\/6\/communicating-quality-through-packaging\/<\/a><\/p>\n<\/div>\n<p>Example: One Dutch packaging company developed a cardboard package design for fresh produce sold in the Netherlands and exported to other countries. The decorative elements were based on world-famous, collectible Delft blue porcelain, to convey high quality and desirability.<a class=\"footnote\" title=\"http:\/\/www.dssmith.com\/packaging\/about\/media\/news-press-releases\/2014\/6\/communicating-quality-through-packaging\/\" id=\"return-footnote-213-2\" href=\"#footnote-213-2\" aria-label=\"Footnote 2\"><sup class=\"footnote\">[2]<\/sup><\/a><\/li>\n<li><strong>Safety<\/strong><br \/>\nExample:&nbsp;Product protection and child-proofing are standard&nbsp;features in the packaging of Tylenol, Benadryl, Children&#8217;s Motrin, and other over-the-counter drugs.<\/li>\n<li><strong>Instruction<\/strong><br \/>\nExample:&nbsp;Dosage information for drugs and&nbsp;&#8220;how to use this product&#8221; information for a variety of appliances, devices, and other products helps ensure that consumers use products responsibly and as intended.<\/li>\n<li><strong>Legal compliance<br \/>\n<\/strong>Example: The U.S. Food &amp; Drug Administration (FDA) maintains strict regulations about the types of information food companies must disclose on their product labels: ingredients, calorie counts, nutritional information, serving size and servings per container, and so forth.<\/li>\n<li><strong>Distinction<br \/>\n<\/strong>Example: Packaging can be distinctive as a familiar, favored brand: the Coca-Cola or Heinz Ketchup bottles, the Campbell&#8217;s Soup can, the Kleenex tissue box. Alternatively, designers may use color, shape, materials, labeling and other packaging features to&nbsp;convey something is new, different or improved.<\/li>\n<li><strong>Affordability<br \/>\n<\/strong>Example: In packaged goods, packaging simplicity and plainness\u2014for&nbsp;generic and store-brand products\u2014often suggests greater affordability in the minds of consumers.<\/li>\n<li><strong>Convenience<br \/>\n<\/strong>Example: Resealable packages have been a welcome, convenient packaging innovation for a variety of products, from baby wipes to sliced bologna to snack foods.<\/li>\n<li><strong>Aesthetic beauty<\/strong>\n<div id=\"attachment_5019\" style=\"width: 260px\" class=\"wp-caption alignright\"><a href=\"https:\/\/courses.candelalearning.com\/waymakerintromarketing1xmaster\/wp-content\/uploads\/sites\/903\/2016\/01\/TripleClicks_com__Versace_Bright_Crystal_edt_90ml_for_women.jpg\" rel=\"attachment wp-att-5019\"><img loading=\"lazy\" decoding=\"async\" aria-describedby=\"caption-attachment-5019\" class=\"wp-image-5019\" src=\"https:\/\/s3-us-west-2.amazonaws.com\/courses-images-archive-read-only\/wp-content\/uploads\/sites\/1505\/2016\/01\/04105410\/TripleClicks_com__Versace_Bright_Crystal_edt_90ml_for_women.jpg\" alt=\"A bottle of pink perfume with a very large lid that looks like a diamond. The bottle is next to a pink.\" width=\"250\" height=\"162\" \/><\/a><\/p>\n<p id=\"caption-attachment-5019\" class=\"wp-caption-text\">Source: <a href=\"https:\/\/www.tripleclicks.com\/detail.php?item=404322\" target=\"_blank\">https:\/\/www.tripleclicks.com\/detail.php?item=404322<\/a><\/p>\n<\/div>\n<p>Example: Perfume manufacturers devote extensive time and attention to making&nbsp;beautiful, distinctive designs for perfume bottles and packaging. One recent estimate suggests that for each $100 bottle of perfume, the manufacturer&#8217;s expense for the bottle and packaging is&nbsp;$10. Meanwhile, their expense for the bottle&#8217;s contents is&nbsp;only about $2.<a class=\"footnote\" title=\"http:\/\/www.dailyfinance.com\/2012\/05\/22\/celebrity-perfume-cost-breakdown\/\" id=\"return-footnote-213-3\" href=\"#footnote-213-3\" aria-label=\"Footnote 3\"><sup class=\"footnote\">[3]<\/sup><\/a><\/li>\n<li><strong>Improved utility<br \/>\n<\/strong>Example: Packaging single-serving yogurt or applesauce in tubes rather than traditional packages makes them usable in more settings and circumstances because they are less messy and no longer require spoons or a table-top to be able to eat them effectively.<\/li>\n<li><strong>Sustainability<br \/>\n<\/strong>Example: Environmentally-friendly&nbsp;packaging can create brand preference from consumers who are conscious about their carbon footprints. Using fewer chemical-based inks and dyes, less wasteful packaging design, and preference for recycled and recyclable materials all set products apart as &#8220;green&#8221; and eco-friendly.<\/li>\n<\/ul>\n<h3>Matching the Package to the Product . . . and the Consumer<\/h3>\n<p>Clearly delineating the role of the product should lead to the actual design of the package: its color, size, texture, location of trademark, name, product information, and promotional materials. Market leaders in the dry food area, such as cake mixes, have established a tradition of recipes on the package. However, there are many&nbsp;package-related questions. Do the colors complement one another? Are you taking advantage of consumer confusion by using a package design similar to that of the market leader? Can the product be made for an acceptable cost? Can it be transported, stored, and shelved properly? Is there space for special promotional deals? Finally, various versions of the product will be tested in the market. How recognizable is the package? Is it distinctive? Aesthetically pleasing? Acceptable by dealers?<\/p>\n<p>Packaging designers can be extremely creative when it comes to incorporating multiple requirements into the container design. The key is to understand what factors most influence customer decisions about what to buy. For a given purchase situation, any of the factors above\u2013or a combination of them\u2013might help a consumer settle on which&nbsp;product to buy.<\/p>\n<p>In some product categories, the promoting the package has become almost as important, if not more important, than promoting product performance. This is true for products as diverse as&nbsp;powdered and soft drinks, margarine, perfumes, and pet foods. In the case of Pringles, the stacked potato chip made by Procter &amp; Gamble, a package had to be designed that would protect a very delicate product. Hence the Pringles can. When it introduced&nbsp;Pringles to the market, Procter &amp; Gamble took a risk that retailers and consumers would be open to something new.<\/p>\n<p><a href=\"https:\/\/courses.candelalearning.com\/waymakerintromarketing1xmaster\/wp-content\/uploads\/sites\/903\/2016\/01\/39944369_24b450b0b4_o-2.jpg\" rel=\"attachment wp-att-5027\"><img loading=\"lazy\" decoding=\"async\" class=\"aligncenter wp-image-5027\" src=\"https:\/\/s3-us-west-2.amazonaws.com\/courses-images-archive-read-only\/wp-content\/uploads\/sites\/1505\/2016\/01\/04105411\/39944369_24b450b0b4_o-2.jpg\" alt=\"A small child clutching a can of Pringles.\" width=\"600\" height=\"410\" \/><\/a><\/p>\n<h3>Packaging and Brand Loyalty<\/h3>\n<p>Packaging is one dimension of a brand that can contribute to customer&nbsp;loyalty. Familiar or aesthetically pleasing packaging can simplify the buying process in customers&#8217; minds. The package is a clear extension of the brand, and brands with strongly loyal fans (or &#8220;tribes,&#8221; as they are sometimes called) may create significant brand equity associated with the package.<\/p>\n<p>An interesting example of this phenomenon is actually a brand misstep on the part of clothing manufacturer Gap.&nbsp;In &#8220;<span id=\"hs_cos_wrapper_name\" class=\"hs_cos_wrapper hs_cos_wrapper_meta_field hs_cos_wrapper_type_text\" data-hs-cos-general-type=\"meta_field\" data-hs-cos-type=\"text\">8 of the Biggest Marketing Faux Pas of All Time,&#8221;&nbsp;<\/span>Amanda Sibley describes what happened when Gap introduced a new logo in October 2010. The company was trying to make its image more contemporary and hip. How long did the logo last?<\/p>\n<p><img loading=\"lazy\" decoding=\"async\" id=\"img-1342531213383\" class=\"shadow aligncenter\" src=\"https:\/\/s3-us-west-2.amazonaws.com\/courses-images-archive-read-only\/wp-content\/uploads\/sites\/1505\/2016\/01\/04105412\/gap1.jpg\" alt=\"On the left is the old (and current) Gap logo, the word GAP written in all caps in a white serif font enclosed in a navy blue square. On the right, the failed logo. It has the word Gap in a black sans serif font, with the A and P in lowercase. A small blue box is partly behind the P.\" width=\"499\" height=\"256\" border=\"0\" \/><\/p>\n<blockquote>\n<div>\n<p>A whopping two days.<\/p>\n<p>Gap quickly put the old logo back into place after unbelievable backlash from the public. Gap, known for everyday basics, tried to redo their image to appeal to a more hip crowd. Unfortunately, they didn\u2019t understand who their target market is\u2014people who want the basics and aren&#8217;t interested in trendy styles. Their loyal customers felt that Gap was changing their image for the worse and lost a connection with the brand. Gap was also unsuccessful at attracting the younger, trendy generation with the redesign (albeit only a two-day redesign), resulting in a failure on two fronts with this new logo.<\/p>\n<p>It wasn&#8217;t so awful for Gap to pursue a logo redesign, the lesson is simply to stay in touch with your buyer personas so you can ensure your new design reflects them. Marketers focus a lot on metrics\u2014for good reasons\u2014but never underestimate your audience&#8217;s <em>feelings<\/em> toward your brand. They&#8217;re harder to quantify, sure, but boy will people speak out when their sensibilities are offended.<a class=\"footnote\" title=\"Amanda Sibley,\u00a0&quot;8 of the Biggest Marketing Faux Pas of All Time,&quot; HubSpot, July 17, 2012,\u00a0http:\/\/blog.hubspot.com\/blog\/tabid\/6307\/bid\/33396\/8-of-the-Biggest-Marketing-Faux-Pas-of-All-Time.aspx\" id=\"return-footnote-213-4\" href=\"#footnote-213-4\" aria-label=\"Footnote 4\"><sup class=\"footnote\">[4]<\/sup><\/a><\/p>\n<\/div>\n<\/blockquote>\n<\/div>\n<\/div>\n<\/div>\n<h2><strong>Check Your Understanding<\/strong><\/h2>\n<p>Answer the question(s) below to see how well you understand the topics covered in this outcome. This short quiz does&nbsp;<strong>not<\/strong>&nbsp;count toward your grade in the class, and you can retake it an unlimited number of times.<\/p>\n<p>Use this quiz to check your understanding and decide whether to (1) study the previous section further or (2) move on to the next section.<\/p>\n<p>\t<iframe id=\"lumen_assessment_809\" class=\"resizable\" src=\"https:\/\/assessments.lumenlearning.com\/assessments\/load?assessment_id=809&#38;embed=1&#38;external_user_id=&#38;external_context_id=&#38;iframe_resize_id=lumen_assessment_809\" frameborder=\"0\" style=\"border:none;width:100%;height:100%;min-height:400px;\"><br \/>\n\t<\/iframe><\/p>\n\n\t\t\t <section class=\"citations-section\" role=\"contentinfo\">\n\t\t\t <h3>Candela Citations<\/h3>\n\t\t\t\t\t <div>\n\t\t\t\t\t\t <div id=\"citation-list-213\">\n\t\t\t\t\t\t\t <div class=\"licensing\"><div class=\"license-attribution-dropdown-subheading\">CC licensed content, Original<\/div><ul class=\"citation-list\"><li>Revision and Adaptation. <strong>Authored by<\/strong>: Lumen Learning. <strong>License<\/strong>: <em><a target=\"_blank\" rel=\"license\" href=\"https:\/\/creativecommons.org\/licenses\/by\/4.0\/\">CC BY: Attribution<\/a><\/em><\/li><li>Screenshot Bigelow Tea Set. <strong>Provided by<\/strong>: Lumen Learning. <strong>License<\/strong>: <em><a target=\"_blank\" rel=\"license\" href=\"https:\/\/creativecommons.org\/licenses\/by\/4.0\/\">CC BY: Attribution<\/a><\/em><\/li><li>Screenshot Royal Fruitmasters Holland Box. <strong>License<\/strong>: <em><a target=\"_blank\" rel=\"license\" href=\"https:\/\/creativecommons.org\/licenses\/by\/4.0\/\">CC BY: Attribution<\/a><\/em><\/li><li>Screenshot Versace Bright Crystal Perfume. <strong>Provided by<\/strong>: Lumen Learning. <strong>License<\/strong>: <em><a target=\"_blank\" rel=\"license\" href=\"https:\/\/creativecommons.org\/licenses\/by\/4.0\/\">CC BY: Attribution<\/a><\/em><\/li><\/ul><div class=\"license-attribution-dropdown-subheading\">CC licensed content, Shared previously<\/div><ul class=\"citation-list\"><li>Chapter 7: Introducing and Managing the Product, from Introducing Marketing. <strong>Authored by<\/strong>: John Burnett. <strong>Provided by<\/strong>: Global Text. <strong>Located at<\/strong>: <a target=\"_blank\" href=\"http:\/\/solr.bccampus.ca:8001\/bcc\/file\/ddbe3343-9796-4801-a0cb-7af7b02e3191\/1\/Core%20Concepts%20of%20Marketing.pdf\">http:\/\/solr.bccampus.ca:8001\/bcc\/file\/ddbe3343-9796-4801-a0cb-7af7b02e3191\/1\/Core%20Concepts%20of%20Marketing.pdf<\/a>. <strong>License<\/strong>: <em><a target=\"_blank\" rel=\"license\" href=\"https:\/\/creativecommons.org\/licenses\/by\/4.0\/\">CC BY: Attribution<\/a><\/em><\/li><li>Little Pringle. <strong>Authored by<\/strong>: Christopher Michel. <strong>Located at<\/strong>: <a target=\"_blank\" href=\"https:\/\/www.flickr.com\/photos\/cmichel67\/39944369\/\">https:\/\/www.flickr.com\/photos\/cmichel67\/39944369\/<\/a>. <strong>License<\/strong>: <em><a target=\"_blank\" rel=\"license\" href=\"https:\/\/creativecommons.org\/licenses\/by\/4.0\/\">CC BY: Attribution<\/a><\/em><\/li><\/ul><\/div>\n\t\t\t\t\t\t <\/div>\n\t\t\t\t\t <\/div>\n\t\t\t <\/section><hr class=\"before-footnotes clear\" \/><div class=\"footnotes\"><ol><li id=\"footnote-213-1\">William O. Bearden and Michael G. Etzel, \"Reference Group Influence on Product and Brand Choice,\"Journal of Consumer Research, September 1982, pp. 183\u2013194 <a href=\"#return-footnote-213-1\" class=\"return-footnote\" aria-label=\"Return to footnote 1\">&crarr;<\/a><\/li><li id=\"footnote-213-2\"><a href=\"http:\/\/www.dssmith.com\/packaging\/about\/media\/news-press-releases\/2014\/6\/communicating-quality-through-packaging\/\" target=\"_blank\">http:\/\/www.dssmith.com\/packaging\/about\/media\/news-press-releases\/2014\/6\/communicating-quality-through-packaging\/<\/a> <a href=\"#return-footnote-213-2\" class=\"return-footnote\" aria-label=\"Return to footnote 2\">&crarr;<\/a><\/li><li id=\"footnote-213-3\"><a href=\"http:\/\/www.dailyfinance.com\/2012\/05\/22\/celebrity-perfume-cost-breakdown\/\" target=\"_blank\">http:\/\/www.dailyfinance.com\/2012\/05\/22\/celebrity-perfume-cost-breakdown\/<\/a> <a href=\"#return-footnote-213-3\" class=\"return-footnote\" aria-label=\"Return to footnote 3\">&crarr;<\/a><\/li><li id=\"footnote-213-4\">Amanda Sibley,&nbsp;\"<span class=\"hs_cos_wrapper hs_cos_wrapper_meta_field hs_cos_wrapper_type_text\" data-hs-cos-general-type=\"meta_field\" data-hs-cos-type=\"text\">8 of the Biggest Marketing Faux Pas of All Time,\" HubSpot, July 17, 2012,&nbsp;<a href=\"http:\/\/blog.hubspot.com\/blog\/tabid\/6307\/bid\/33396\/8-of-the-Biggest-Marketing-Faux-Pas-of-All-Time.aspx\" target=\"_blank\">http:\/\/blog.hubspot.com\/blog\/tabid\/6307\/bid\/33396\/8-of-the-Biggest-Marketing-Faux-Pas-of-All-Time.aspx<\/a><\/span> <a href=\"#return-footnote-213-4\" class=\"return-footnote\" aria-label=\"Return to footnote 4\">&crarr;<\/a><\/li><\/ol><\/div>","protected":false},"author":141992,"menu_order":14,"template":"","meta":{"_candela_citation":"[{\"type\":\"cc\",\"description\":\"Chapter 7: Introducing and Managing the Product, from Introducing Marketing\",\"author\":\"John Burnett\",\"organization\":\"Global 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