{"id":320,"date":"2018-03-01T10:44:39","date_gmt":"2018-03-01T09:44:39","guid":{"rendered":"https:\/\/www.repaq.es\/packaging-el-vendedor-silencioso\/"},"modified":"2022-01-19T14:12:35","modified_gmt":"2022-01-19T13:12:35","slug":"packaging-the-noiseless-agent","status":"publish","type":"post","link":"https:\/\/www.repaq.es\/en\/blog\/packaging-the-noiseless-agent\/","title":{"rendered":"PACKAGING: THE NOISELESS AGENT"},"content":{"rendered":"<p>Packaging plays a determining factor in the purchase decision. At this moment it moves in an unstoppable <strong>growth<\/strong> market, very <strong>competitive<\/strong> and with a fast and constant evolution in the <strong>points of sale<\/strong>.<\/p>\n<p>For that reason, the packaging must be consolidated as a <strong>differentiating element<\/strong> and as t<strong>he main stimulus of the purchase.<\/strong> In this way, and as James Pilditch affirms, packaging becomes the <strong>\u201cnoiseless agent\u201d<\/strong>.<\/p>\n<h2><strong>What would a product be without its Packaging?<\/strong><\/h2>\n<p>As consumers we are frequently <strong>unaware<\/strong> of this element that accompanies the<strong> product of our interest<\/strong>, but if we visualize our behaviour in the buying cycle as consumers and use of the product, we would perceive its <strong>influence<\/strong> on our <strong>decisions<\/strong>. This influence is based on:<\/p>\n<ol>\n<li>The selection of the product from among all the alternatives presented to us in the purchase line.<\/li>\n<li>Capacity of the packaging to protect the product.<\/li>\n<li>Easy opening and re-opening.<\/li>\n<li>Integrate container waste easily into selective collection circuits.<\/li>\n<\/ol>\n<p>There are many functions that we are asking for this element, consciously or unconsciously and that are only perceived when they are not given.<\/p>\n<p>Therefore, in the package \u201cthe value, it is assumed\u201d, and <strong>when it does not have it, it penalizes<\/strong> directly on the purchase or the repetition of purchase.<\/p>\n<p>So, what are the characteristics of good packaging that ensure the success of the product?<\/p>\n<p>First, it is crucial to consider packaging and product in a global from the initial stages of conceptualization.<\/p>\n<ul>\n<li>A very common <strong>ERROR<\/strong> occurs when the packaging is <strong>not integrated<\/strong> in the <strong>initial phase of product design or re-design<\/strong>.<\/li>\n<li>Product and packaging should be considered as a whole, the coherence between both elements strengthens the brand image.<\/li>\n<li>The consideration of the packaging in the last stages of the product may entail the need for re-designs, delays in launching and therefore, extra costs.<\/li>\n<\/ul>\n<p><strong>There is no use for<\/strong> a great product <strong>whose packaging does not present and protect it properly,<\/strong> and conversely, packaging quality is not synonymous with product quality.<\/p>\n<p>In addition, the consideration of packaging in the last stages of the product may entail the need for re-designs, delays in launching and therefore, extra costs.<\/p>\n<p>Once the<strong> initial stage<\/strong> of product and packaging design is over, the \u201cart of seduction\u201d begins.<\/p>\n<p>The product must attract, its clothing is essential in terms of attraction and decision.<\/p>\n<p>In short, the packaging is the advertising that the consumer perceives at the point of sale, therefore <strong>it must represent<\/strong> not only the product but also the <strong>brand and the company.<\/strong><\/p>\n<ul>\n<li>You must achieve this effect in a few seconds.<\/li>\n<\/ul>\n<p>The packaging must get:<\/p>\n<ul>\n<li>Project brand value<\/li>\n<li>Enhance differentiation<\/li>\n<\/ul>\n<p>Well, although it is already a success to get the product in the shopping cart, it should not frustrate the expectations of the consumer, otherwise the <strong>repeat purchase will be penalized<\/strong>.<\/p>\n<p>In order to <strong>analyse usability and consumer expectations<\/strong>, we should ask ourselves this question:<\/p>\n<p>What is our reaction as consumers if \u2026?<\/p>\n<ol>\n<li>We <strong>spread all <\/strong>the rice when opening the packaging.<\/li>\n<li>The product we have purchased <strong>does not correspond to the full colour photo<\/strong> that describes the packaging.<\/li>\n<li><strong>We have to dedicate all the morning<\/strong> of Three Kings\u2019 Day to \u201cextract\u201d the toys tied to the container.<\/li>\n<li><strong>There is no way to open the \u201cclamshell\u201d container<\/strong> that contains the memory card we need now, <strong>without the help <\/strong>of scissors, cutter or similar.<\/li>\n<\/ol>\n<p>This concept is well controlled by<strong> Amazon<\/strong>, establishing the principles of \u201cfrustration-free\u201d packaging under the FPP guide. Let\u2019s not forget that it costs to capture the consumer and, above all, to retain it.<\/p>\n<p>The food packaging, which must be linked to all the requirements:<\/p>\n<ol>\n<li><strong>The conservation of the food<\/strong> until the established time of life.<\/li>\n<li>The compatibility between packaging material and food.<\/li>\n<li><strong>The adequacy of its size and shape<\/strong> to the ration and use of the potential consumer.<\/li>\n<li>The legal requirements that are required as a food container.<\/li>\n<li><strong>New labelling requirements<\/strong> (more details in \u201cConsumer Food Information: how to adapt the labelling of the package to regulation 1169\/2011\u201d at <a href=\"http:\/\/www.montsecastillo.com\">www.montsecastillo.com<\/a>)<\/li>\n<\/ol>\n<p>Therefore, a suitable package underpins the differentiation of the product, helps it to present itself, and can <strong>covey the impression<\/strong> that it is better than that of its competitors. You can consult or ask<a href=\"https:\/\/webs.communikt.net\/repaq\/en\/contact\/\"> for more information<\/a> about all these elements. In RepaQ we make the adaptation to regulations, legal requirements, compatibility and adequacy and conservation of food.<\/p>\n<p><strong>The package becomes its own seller<\/strong>, and acts as a link with the consumer since it anticipates what it thinks or expects of the product. It establishes a \u201c<strong>non-express communication<\/strong>\u201d with the consumer by suggesting what it contains or what it is supposed to contain.<\/p>\n<p><strong>There are many<\/strong> psychological and visual <strong>factors<\/strong> that determine the appropriate choice of colour, shape and materials of the container, depending on the marketing strategy adopted.<\/p>\n<p>These factors are becoming increasingly important and also vary according to the cultural traditions and tastes of each society. We could include them in <strong>two broad categories<\/strong>:<\/p>\n<p>1.The visual and tangible<\/p>\n<p>What the packaging <strong>communicates visually<\/strong>. It includes those factors that allow the perception and differentiation, in short, the attraction to purchase.<\/p>\n<p><strong>Shape, colour, material<\/strong> \u2026 allow the package to be attractive and to be perceived in fractions of a second at a maximum possible distance.<\/p>\n<p><strong>Without forgetting<\/strong> the information or the transmission of useful data for the consumer (price, date, composition \u2026) or of obligatory information (specific labelling of foods, cosmetic products, chemicals \u2026).<\/p>\n<p>2. The deep (or intangible)<\/p>\n<p>It includes<strong> <em>the seduction<\/em> or <em>capacity of fascination <\/em>or incitement to purchase,<\/strong> the mirror effect or the reflection that makes the packaging of a lifestyle prompting the purchase. Pildritch already said: \u201cThe packaging, like a creative seller, should be used to encourage dreams, but selling reality\u201d. You must tell a story in second. A product \u201c<strong>wrapped in a message, wrapped in a dream<\/strong>\u201d is sold.<\/p>\n","protected":false},"excerpt":{"rendered":"<p>Packaging plays a determining factor in the purchase decision. At this moment it moves in an unstoppable growth market, very...<\/p>\n","protected":false},"author":2,"featured_media":314,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"inline_featured_image":false,"footnotes":""},"categories":[98],"tags":[6,99],"class_list":["post-320","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-packaging-development","tag-packaging","tag-design"],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v27.5 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>PACKAGING: THE NOISELESS AGENT - REPAQ - Packaging consulting<\/title>\n<meta name=\"description\" content=\"Packaging plays a determining factor in the purchase decision. 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