developing packaging begins with the shape and size of the actual package. the packaging format adds a point of uniqueness that is a crucial aspect, which lures consumer to pickup the product and eventually boosts sales performance. product packaging is nothing but a marketing art. it must articulate to the product it houses, emphasize its benefits and hold the passerby with attractive graphics &ndash sufficient to pick the product up and convince them to buy it it&rsquos a big order for even the biggest package. taking a walk down the aisle of a mass merchandiser, grocery or pharmacy retailer, it seems that a lot of packaging are not able to fulfil the characteristics of ideal packaging, and hence, unable to catch the attention of the customers. too often, a customer comes across the packages that have &ldquolazy&rdquo design. it doesn&rsquot work hard enough to catch the attention of a customer and more importantly, build trust in the brand. packaging design is more than just an appealing onshelf appearance, it&rsquos about originality. it necessitates a lot of design sense to organize all the required information on what is generally very little real estate. however, it&rsquos not about hitting on a stock image to convey a story. original photography or illustration does better than that. a company cannot claim that its product is exclusive if the one image on its package can be also seen in an ad or pop for another brand. it&rsquos all about layering design elements to create the package that is more unique and appealing than other products. it is required to understand and treat the type to give it modesty while enabling for design trademark only adjoins cache to the product. along with these, placement of information is equally important. it needs to direct the consumer to read the related content and help them in making the correct purchasing decision. package design must also have the brand charisma. just like print ads, tv campaigns, or any other brand communications, brand packaging must contain the brand character, personality as well as voice. packaging must take care about the concept called &lsquobrand persona&rsquo. it may very well be the first piece of interactions that the target audience sees the brand hence, it must establish its brand style. packages, which slap on stock photography to interact with customers or don&rsquot pay adequate attention to written visual and messaging, miss a big opportunity to stand apart. packaging must sell the product. getting the attention of the consumer is half the battle packaging must talk to a customer in the way that customer prefers. if the product is pricey, aimed at targeting a more affluent customer, the packaging must reflect that. there&rsquos nothing bad than demanding a high retail price for a product while not supporting it emotively purchasing decisions, irrespective of small or large, require cognitive reinforcement. packaging must communicate effectively to its intended consumer. eventually, packaging design shouldn&rsquot be viewed as &lsquoprice of goods sold&rsquo. while designing package, it is necessary to seek expert counsel. as it is a marketing initiative, there should be no cost cutting in it. packaging shouldn&rsquot be considered as an expense but as an investment. source of information httpwww.business2community.combrandingpackagingmorethanaprettyonshelfface0348561
