The answer to this question is: food must be enhanced with packaging!
Enhanced food with packaging is one of the most fascinating and current challenges in the food industry.
The answer to this question today is that food must be enhanced with packaging!
This concept dates back to the 1960s, when it was proposed by James Pilditch in his famous book "The Silent Salesman: How to Develop Packaging that Sells."
Today, it is more crucial than ever for those who want to distinguish their products on the shelves and win over consumers, using packaging as a "silent salesman."
How do you create packaging that acts as a "silent salesman"?
The key is to stimulate emotional involvement (Trigger Emotional Engagement).
As Jey Baer and Daniel Lemin point out in their book "Talk Triggers," to get customers talking, you need to give them something to talk about, and this is much more important than any advertising:
"To get customers talking, you need to give them something to talk about."
Talk trigger is based on these three basic principles:
- Colors, images, and graphics: these elements should evoke emotions and create a connection with the target audience.
- Brand story: packaging should subtly communicate the brand's values, mission, and identity.
- Sensory appeal: carefully consider including elements that appeal to touch, sight, and even smell to create a memorable experience.
Packaging as a Communication Tool
In an increasingly competitive market, visual communication is crucial.
Well-designed packaging can initiate a relationship with the customer right from the shelf, becoming a true "silent salesman."
Promoting a food product with packaging means transforming a simple wrapper into a powerful marketing tool, but how?
Here are some things to keep in mind:
- Understand how consumers browse and purchase in stores to ensure your packaging stands out.
- Differentiate yourself from other brands by using unique shapes, materials, or opening mechanisms to make your product recognizable.
- Establish a proper information hierarchy, prioritizing key information such as the product name, benefits, and instructions for use.
Focus on functionality and sustainability
Today, enhancing a food product with packaging means focusing on functionality and sustainability, focusing on:
- Ease of use: considering how the packaging will be opened, used, and disposed of.
- Protection: ensuring the packaging protects the food product during all stages of transportation and storage.
- Sustainability: using materials such as paper and integrating eco-friendly materials and design elements to attract environmentally conscious consumers.
How to Enhance Food with Packaging
To achieve packaging that enhances a food product, three key steps must be followed:
1. Design Study
Design is the first element that captures attention. To enhance a food product with packaging, you must focus on:
- Original and functional shape
- Legible and distinctive lettering
- Attractive graphics
- Eco-friendly materials
2. Color Study and Definition
The choice of colors is never random. The science of color influences product perception and consumer emotions. Using colorimetry allows you to convey clear messages that are consistent with your brand identity.
3. Synergy between food producers and packaging manufacturers
Collaboration between food producers and packaging designers is essential. Only by working together, from the design phase to testing solutions, can you truly enhance a food product with packaging. The packaging manufacturer thus becomes a consultant, capable of guiding you towards the most effective and innovative choice.
Want to transform your packaging into a true silent salesman?
Contact us today and discover how we can enhance your food product with functional, sustainable, and emotional design solutions.
Let's talk: your next success starts with the packaging.
