Package design may seem to be a protective container to stock the product on the retail shelves, but it is the “Silent” external manifestation of the brand. Its role is crucial. Here, packaging can be thought about in many different ways, but if we think purely about the purpose of packaging first, we find the purpose that,

1)      It contains the product

2)      It communicates product information

3)      It facilitates product storage and shipment

4)      It reinforces branding

The fourth point (branding) is truly a part of the second point (product information), but it bears special mention here for discussion.

If you look at the packaging for the iPod, it satisfies the first point (product containment), and excels at the third (storage and shipment) because it is a cube. But what about the second (product information) and the fourth (branding)? What does the packaging communicate about the product?

The answer is that the packaging simply and elegantly communicates that:

  • This is a premium product.
  • This is a product from Apple.
  • This is an iPod (assuming you know what one is)
  • Some product information (assuming you’re pro-active enough to look at the bottom of the box)

Many times we go to the super market to buy a product. Example: a packet of biscuits. But we end up standing in front of the confectionery section, confused to choose one packet out of the mountain of products stocked on the rack. Too many brands and too many varieties to choose from. This is when the package design comes in handy. Many of us at this state end up buying a biscuit packet that has attracted us in the first 3 seconds see stand in-front of the rack.

Thus a product with an appealing wrapper sells more. This gives the product an edge compared to its competitors.

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