The role of packaging in emotional branding

The construction of a brand must necessarily also include all the strategies that, in the medium and long term, will help the brand to find its definitive positioning in a certain market segment, also strengthening its reputation and consideration among consumers. In a historical era characterized by a great push towards digitalization, towards virtual universes, a brand can be built from scratch even from social networks, provided it already has an original basic idea to decline in various forms at within the new online communication channels. When audiences and stakeholders notice well-managed social profiles characterized by visual and content consistency in line with brand values ​​and goals, they will automatically create a positive association that will increase their consideration for the brand, enticing them even to take concrete actions within the company’s online spaces (such as purchasing a product or signing up for the newsletter). However, by devoting much of their attention to the virtual aspects of communication, such as creating and planning social media contentthey risk diverting companies’ attention from the practical and tangible aspects of their work, such as the functionality of products or the appearance of the packaging in which they are presented to the general public.

New brand strategies

It’s no surprise that some brands have voluntarily renounced the creation and management of corporate social profiles: it’s certainly a controversial and counter-cultural choice, but in most cases, the reasons behind it -tend are well motivated and linked to extremely practical aspects. , such as the desire to focus more on the tangible and concrete qualities of the product. In some cases, the communicative strategies of a brand can be built from the product itself, from the exploitation of its unique and singular characteristic, capable of distinguishing it from all competing productions. One of them is undoubtedly the packaging, which in some cases can guide consumer choice solely on the basis of aesthetic and visual criteria, without the intrinsic quality of the product being taken into consideration.

The mechanism that governs packaging strategies is extremely simple: by offering attractive packaging, with certain chromatic and aesthetic characteristics, the brand voluntarily decides to conquer its consumers through the power of emotion, which in most cases can also be triggered by nice packaging animated with bright colors (or even sober and essential, according to taste). The emotional charge can push people to make a so-called impulse purchase, which in most cases is linked to a strong emotion that the consumer experiences in a few moments. Sometimes all it takes is a simple glance: if a certain product, with a specific packaging, enters the field of vision of a particularly sensitive consumer, he is likely to buy it immediately in a minute or two, without hardly think about it. To achieve such an effect, companies have an infinity of possibilities: single-coloured, unavoidable packaging, small packaging animated by geometric lines that make them particularly attractive, or even an explosion of lines and colors in a structurally rigid packaging. package, and many more.

Internet and social networks

The real challenge, at this historic moment, is also to be able to reproduce these effects online, transferring the chromatic and visual power of the packaging to multi-channel communication, including social media. If the brand succeeds in arousing the same emotions also online, in a virtual and immaterial context, it will undoubtedly have taken a decisive step in the development of its commercial performance, conquering its online and offline audience in exactly the same way. way. way. By presenting the product in a certain way also online, with high-level text and attractive photographs, any business can achieve truly stupendous results, especially in terms of sales. Some brands specializing in online gambling have already applied these principles successfully, achieving incredible results. As can also be read in Reviews on Jackpot City, this historic portal has managed to transfer the dazzling charm of land-based casinos to an online platform, while keeping it unchanged. The exceptional graphic layout, common to all the games offered by the site, is a real pleasure to see and clearly recalls the bright and sparkling atmosphere of land-based casinos. Moreover, the wide assortment of games made available by the site is capable of satisfying even the most complex needs, satisfying even the most experienced players.

Impulse buying, the one that is done in twenty or thirty seconds, is mainly induced by the beauty and the aura of softness that envelop the products and their packaging.

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