PACKAGING: THE DIFFERENTIATION WE USE AT LY COMPANY.
Packaging, the new letter of introduction that all companies want.
On the occasion of International Graphic Design Day, which is celebrated on 27 April every year.
At Ly Company we want to highlight the work and importance of this task within a product.
The competitiveness generated by the globalisation of markets and the increase in demand for food has forced many companies to evaluate different differentiation strategies.
AND HOW DO WE MANAGE TO DIFFERENTIATE OURSELVES?
In the beginning, the only purpose of packaging was to get the product to its destination in good condition, protecting it.
No design or communicative properties were taken into account.
Today, however, packaging design is on the rise as it has become a differentiating and identifying element when it comes to buying a product.
In addition, today we are looking to create attractive designs that are at the same time environmentally sustainable.
And that is the purpose of packaging: “To attract the buyer by combining design and usability”.
“The secret of good packaging is the connection it offers and the practical concept of saving money rather than cost”.Ruben Rausing, Fundador de Tetra Pak.
On the other hand, a good packaging design has to provide instant information to the end consumer and express at a glance what the product is about along with the mission, vision and values of your brand.
In this way, at Only Water, through our packaging, we transmit our mission.
To raise awareness of the importance of consuming sustainable packaging for the conservation of the Planet.
In this way, at Only Water, through our packaging, we transmit our mission to raise awareness of the importance of consuming sustainable packaging for the conservation of the Planet.
Thus giving rise to a more sustainable packaging, 89% of which is composed of materials from renewable sources.
For a packaging design to work, a good idea is not enough. It must go hand in hand with a well thought-out marketing strategy.
Today, the role of packaging is more important than ever, due to the extraordinary situation we are experiencing because of covid-19.
According to a study by the company Oney, on consumer habits in Europe, the pandemic has permanently changed the buying habits of Europeans.
Likewise, Spaniards have experienced a 67% increase in online shopping during the pandemic.
Vicente Segura, partner of Strategic Consulting and Operations at Deloitte, assures that some of the changes in consumer habits that are being produced by this exceptional situation are here to stay:
“A large part of the growth in e-commerce generated by Covid-19 will become structural”, says the expert.
Thus, packaging will become our brand’s calling card.
When our customer receives our product at home with a careful packaging and studied to the millimetre.
Not only will you get them to buy from you again, but also their loyalty and recommendation to their closest circle.
This has created a need for companies to look for new ways of attraction through packaging.
Below we give you a series of tips to take into account for our packaging:
- Improving the brand image, always maintaining the corporate image and the essence of the brand.
- Intelligent design. A design must not only be attractive but also practical and easy to use. In addition, adding sustainable features will add more value to the product.
- The design should provide information on handling conditions, legal requirements, composition, ingredients, etc.
Based on all these recommendations, at Only Water we are launching a new design, where we give prominence to our essential liquid: water.
In addition, we have combined design and sustainability by replacing the fossil-based polyethylene used to make both the bottle and the cap .
With materials from renewable sources, and using sugar cane for its manufacture.
For that reason, the secret of success at Only Water lies not only in the packaging, but also in the option we give companies to personalise it.
In this way, the company can make use of our packaging and therefore its values, with its own brand.
70% of purchasing decisions are impulsive and are made without predetermination at the point of sale.
According to a study carried out by the Nielsen consultancy.
A good packaging design can generate an average increase of 5.5% in sales compared to the previous packaging.
As demonstrated by the latest edition of the Design Impact Awards, based on a sample of 10 packages selected by the consultancy.
These data show that we buy on impulse, which in most cases are motivated by the design that the packaging transmits to us, brand values, quality, etc.
Both in online and physical sales, it is an essential marketing strategy as it is your letter of introduction to the end customer.
Thanks to it, your customer will get an image of you.