PiNG! Connecting with Your Consumer - Flipbook - Page 63
PiNG!
CHAPTER 3
PiNG!
CHAPTER 3
Visual Equity Asserts Brand’s Value
Reflecting Your Brand Strategy with Structure and Graphics
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The package is the only element in the marketing mix that
the consumer is guaranteed to see. It is the business end
of the shopping experience. How you present your product—including the visual elements you use—must reflect
the desired brand experience.
Therefore, the exterior is as much a part of the entity the
consumer is buying as is the substance contained within.
In fact, in some countries—especially Japan—the package
is even more important than the product. So it must communicate everything about your brand.
Creating great packaging is more complex than it looks.
Many people view the package simply as a container for
the product. However, it’s so much more than that. The
package intertwines many brand equity elements: shapes
(structure), labels, dispensing systems, colors, portability,
graphics, and materials. Often, packaging is the only thing
your consumer knows about your brand throughout the
entire decision-making process leading up to a purchase.
Each individual element of the package connects with the
consumer in a different way. For successful brands, all of
these elements work together to create a cohesive experience that positions the product in the consumer’s mind in
the way that the brand intends. This chapter will identify
these connection points and how they impact the consumer’s perceptions of the product.
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