{"id":229,"date":"2015-08-29T00:56:50","date_gmt":"2015-08-29T00:56:50","guid":{"rendered":"https:\/\/courses.candelalearning.com\/waymakerintromarketing1xmaster\/?post_type=chapter&#038;p=229"},"modified":"2024-05-15T14:52:22","modified_gmt":"2024-05-15T14:52:22","slug":"outcome-packaging","status":"publish","type":"chapter","link":"https:\/\/courses.lumenlearning.com\/waymakerintromarketingxmasterfall2016\/chapter\/outcome-packaging\/","title":{"raw":"Outcome: Packaging","rendered":"Outcome: Packaging"},"content":{"raw":"<h2>What you'll learn to do: discuss the role of packaging in the brand-building process<\/h2>\r\nImagine yourself standing in the aisle of a grocery store, scanning the shelves and trying to decide which product brand\u00a0to buy. What catches your eye? What makes you pick something and take a closer look? What influences your decision to drop it into your basket . . . or return it to the shelf?\r\n\r\nThis critical moment for brands and the purchasing process is often won or lost because of <em>packaging<\/em>.\u00a0According to Marty Neumeier in his book <em>The Brand Gap<\/em>, \u201cA retail package is the last and best chance to make a sale.\u201d[footnote]<a href=\"http:\/\/morethanbranding.com\/2010\/12\/14\/product-design-and-packaging\/\" target=\"_blank\" rel=\"noopener\">http:\/\/morethanbranding.com\/2010\/12\/14\/product-design-and-packaging\/<\/a>[\/footnote]\r\n\r\nIn this section, we'll explore how packaging can\u00a0play a powerful role\u00a0in\u00a0shaping consumer perceptions of brands and influencing\u00a0buying decisions.\r\n<h3>Learning Activities<\/h3>\r\nThe learning activities for this section include the following:\r\n<ul>\r\n \t<li>Reading: Packaging<\/li>\r\n \t<li>Self Check: Packaging<\/li>\r\n<\/ul>","rendered":"<h2>What you&#8217;ll learn to do: discuss the role of packaging in the brand-building process<\/h2>\n<p>Imagine yourself standing in the aisle of a grocery store, scanning the shelves and trying to decide which product brand\u00a0to buy. What catches your eye? What makes you pick something and take a closer look? What influences your decision to drop it into your basket . . . or return it to the shelf?<\/p>\n<p>This critical moment for brands and the purchasing process is often won or lost because of <em>packaging<\/em>.\u00a0According to Marty Neumeier in his book <em>The Brand Gap<\/em>, \u201cA retail package is the last and best chance to make a sale.\u201d<a class=\"footnote\" title=\"http:\/\/morethanbranding.com\/2010\/12\/14\/product-design-and-packaging\/\" id=\"return-footnote-229-1\" href=\"#footnote-229-1\" aria-label=\"Footnote 1\"><sup class=\"footnote\">[1]<\/sup><\/a><\/p>\n<p>In this section, we&#8217;ll explore how packaging can\u00a0play a powerful role\u00a0in\u00a0shaping consumer perceptions of brands and influencing\u00a0buying decisions.<\/p>\n<h3>Learning Activities<\/h3>\n<p>The learning activities for this section include the following:<\/p>\n<ul>\n<li>Reading: Packaging<\/li>\n<li>Self Check: Packaging<\/li>\n<\/ul>\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-229\">\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>Outcome: Packaging. <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>\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-229-1\"><a href=\"http:\/\/morethanbranding.com\/2010\/12\/14\/product-design-and-packaging\/\" target=\"_blank\" rel=\"noopener\">http:\/\/morethanbranding.com\/2010\/12\/14\/product-design-and-packaging\/<\/a> <a href=\"#return-footnote-229-1\" class=\"return-footnote\" aria-label=\"Return to footnote 1\">&crarr;<\/a><\/li><\/ol><\/div>","protected":false},"author":20,"menu_order":18,"template":"","meta":{"_candela_citation":"[{\"type\":\"original\",\"description\":\"Outcome: Packaging\",\"author\":\"\",\"organization\":\"Lumen Learning\",\"url\":\"\",\"project\":\"\",\"license\":\"cc-by\",\"license_terms\":\"\"}]","CANDELA_OUTCOMES_GUID":"01622055-570b-406b-a6b8-b9595d338fc5","pb_show_title":"on","pb_short_title":"","pb_subtitle":"","pb_authors":[],"pb_section_license":""},"chapter-type":[],"contributor":[],"license":[],"class_list":["post-229","chapter","type-chapter","status-publish","hentry"],"part":213,"_links":{"self":[{"href":"https:\/\/courses.lumenlearning.com\/waymakerintromarketingxmasterfall2016\/wp-json\/pressbooks\/v2\/chapters\/229","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/courses.lumenlearning.com\/waymakerintromarketingxmasterfall2016\/wp-json\/pressbooks\/v2\/chapters"}],"about":[{"href":"https:\/\/courses.lumenlearning.com\/waymakerintromarketingxmasterfall2016\/wp-json\/wp\/v2\/types\/chapter"}],"author":[{"embeddable":true,"href":"https:\/\/courses.lumenlearning.com\/waymakerintromarketingxmasterfall2016\/wp-json\/wp\/v2\/users\/20"}],"version-history":[{"count":15,"href":"https:\/\/courses.lumenlearning.com\/waymakerintromarketingxmasterfall2016\/wp-json\/pressbooks\/v2\/chapters\/229\/revisions"}],"predecessor-version":[{"id":8664,"href":"https:\/\/courses.lumenlearning.com\/waymakerintromarketingxmasterfall2016\/wp-json\/pressbooks\/v2\/chapters\/229\/revisions\/8664"}],"part":[{"href":"https:\/\/courses.lumenlearning.com\/waymakerintromarketingxmasterfall2016\/wp-json\/pressbooks\/v2\/parts\/213"}],"metadata":[{"href":"https:\/\/courses.lumenlearning.com\/waymakerintromarketingxmasterfall2016\/wp-json\/pressbooks\/v2\/chapters\/229\/metadata\/"}],"wp:attachment":[{"href":"https:\/\/courses.lumenlearning.com\/waymakerintromarketingxmasterfall2016\/wp-json\/wp\/v2\/media?parent=229"}],"wp:term":[{"taxonomy":"chapter-type","embeddable":true,"href":"https:\/\/courses.lumenlearning.com\/waymakerintromarketingxmasterfall2016\/wp-json\/pressbooks\/v2\/chapter-type?post=229"},{"taxonomy":"contributor","embeddable":true,"href":"https:\/\/courses.lumenlearning.com\/waymakerintromarketingxmasterfall2016\/wp-json\/wp\/v2\/contributor?post=229"},{"taxonomy":"license","embeddable":true,"href":"https:\/\/courses.lumenlearning.com\/waymakerintromarketingxmasterfall2016\/wp-json\/wp\/v2\/license?post=229"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}