As powerful as visual communication is in modern culture and as engaging as visual brand representations can be, consumers are hungry for something deeper. Marketers who are taking their brands to a whole new level are tapping into that “something deeper.” Yes, creating packaging that resonates with consumers is challenging, but it’s necessity in order to stay relevant.
There are plenty of examples of beautiful and imaginative package design, but much of it is devoid of brand personality, message or purpose. It’s art for art’s sake. In other words, it catches the eye but it doesn’t inspire or satisfy a consumer’s deeper desires, so it ultimately fails in a marketplace burgeoning with too many choices. Then there are examples of packaging that resonate because they deliver brands that appeal to the ever-evolving consumer needs. They have a purpose, thus consumers respond to these brands in an emotional manner. A purpose imparts meaning and relevance, thereby giving brands value in the eyes of consumers. Everything else, while visually beautiful, is superficial and fails to make the cut.