You may have heard predictions that online shopping will eventually overtake traditional brick and mortar stores. While “e-tailers” may continue to gain ground, consumers still enjoy touching and feeling a physical product in stores.
Throughout the past decade, behavioral economics has made an enormous impact in the realm of academia, government and public policy. Today, this framework is now entering the world of marketing and consumer research — and its influence will be profound.
Packaging has two major functions: protect and sell. It’s impossible to say which is more important. However, we know packaging that effectively combines both purposes can form the basis of a brand’s image.
Taking risks with your packaging and stepping outside of category norms are scary brand moves. Playing it safe with design and messaging may feel comfortable, but what brand has ever created an impassioned, excited following with a middle-of-the-road strategy?