PiNG! Connecting with Your Consumer - Flipbook - Page 120
PiNG!
PiNG!
CHAPTER 4
CHAPTER 4
Innovation with “Less is More”—Compaction Packaging
Small But Mighty
Has Value
Delivering equal efficacy with a smaller package. In many countries, consumers have been taught to
believe that more is more when it comes to product size. So
how can your brand change this mindset and convince consumers that less can be more? Be creative with your benefit
communication and use your physical package to deliver
this message. Brands can focus on a concentrated formula,
3-in-1 functionality, or even environmental benefits to effectively communicate compaction. The size of the package,
the materials used, and the manufacturing process can, in
turn, enhance the story told in these compaction benefits.
A strong synergy between physical benefits and packaging
will help change the way your consumer understands her
best options when making a purchase decision.
How can your
brand convey value
through smaller
sizing?
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