Packaging serves as a key communication tool when trying to reach the target market. It plays an integral role in the marketing mix of a product and is considered one of the key elements that grabs the shopper’s attention in a store environment.
In a Focus Group discussion that we recently conducted, the following attributes were found to be key factors:
Effective packaging should provide brand cues to establish brand identity and awareness as well as a source of information.
“The real food illustrations provided an instantly recognisable indication of the package contents.”