Role of Packaging in Marketing Communication Process - Essay Example

Role of Packaging in the Marketing Communications process Packaging is the process of enclosing products to beoffered for sale. Packaging is also seen as the process of preparing products for storage and transportation. This embraces identification and preservation. However, packaging has been accepted as an integral part of the marketing communication process. Packaging incorporates all the processes of transferring goods from the manufacturers to the consumers. It also plays an important role in the process communicating the identity and the image of a company. Packaging must incorporate all the activities that contribute to designing and producing the container of the product. The role of packaging as a communication strategy is increasingly becoming important. This is because of the complexity of the service related products and increased self-service sales. This essay aims at discussing the role of packaging in marketing communication process. Point-of-sales in the hyper and super markets use packaging as the major strategy to attract the customers. Consumers derive the perceived worth of a product based on a number of intangible elements. These include the kind of packaging and brand name. Therefore, the role of packaging in marketing communication process has multiple perspectives. The purpose of packaging is to communicate and containment of the product. Packaging aids in the transformation, fragmentation of products, and in the overall the communicative programs. Packaging presents elements with communicative and informative power to the clientele. Studies show that images, shapes and colours communicate to the customers in various places and ways. This happens during and after the shopping experiences. The essence of packaging is to create an interface with attracts customers and sends a strong message. In marketing, consumerism is perceived to be a form of language. Consumerism aims at satisfying both the individual needs and creating sustainable social relationships. This makes packaging a communication tool. Packaging allows multisensory and bidirectional modes of communication to the receivers. Receives consumes symbols and signs in order to produce both individual and social meaning. Packaging sends the initial marketing message into the mind of the consumers. Packaging becomes a communication tool when consumerism is used as a means of creating social relationships. The concept of semiotics has played a crucial role in the marketing communication process. Packaging is considered to be part and parcel of marketing. As a result, packaging and marketing communication processes cannot be separated. Packaging has advanced from being a mere protective effort to a major component of the marketing process. In the marketing mix, packaging is argued to be the fifth “P”. Good packaging is a flag of recognition and seen to be better than a salesman. Packages have both intrinsic and extrinsic attributes which have a profound effect of the consumer response. Packaging must come alive at the very point of purchase. Package design variables constitute pictures, material, colour, size and topography (Agariya et al 2012). The material of a package affects the thought process of consumers. The typography chosen plays an important role in the readability of a product package. The pictures on a package increase the learning and are considered vivacious stimuli than the verbal marketing. The color of the packages is said to have physiological, cultural and association impact on the expectations of the customers. The size of the package also affects the likeability of the product. The size goes hand in hand with the information on the package. Studies show that the eye appeals and attractiveness in very important to the consumer mindsets. The stimulus response of the product to the buyer has an impact to the consumers’ behaviour. If properly executed, packaging can have a profound impact in marketing fruits and vegetables among other products. Packaging increases sales, reduces waste and lowers the handling cost. The role of packaging in the process of marketing is increasingly becoming pronounced. Packaging adds the value through brand identification and serves as a point of advertisement. Packaging greatly aids the process of home storage and gives tips on how to manage the product. There is an association between brand names and visuals on consumer packaged groups. The marketing communication process is made memorable through the use of images. Packaged groups have visual cues that are helpful in reinforcing the respective brand names. The goods that have brand names but lack cues stimulate less memory compared to the products that have visual cues. Understanding the consumer perceptions is critical in developing packaging designs. Consumer models and psychological processes must be factored in when coming up with the packaging design. According to Rettie and Brewer (2000), there is a relationship between the brain literality concept in the process of information reception and past perception with respect to product packages. There is a relationship between the positioning of verbal and pictures on strategic parts in a pack, and the ability to remember these elements. When words are used in the RHS of the pack, then it becomes easier to recall. In order to maximize remembrance, the pictures should be placed on the LHS of the packs. According to research, this results to asymmetry of perception of the packaging elements. Label has a profound effect of the beliefs and purchase intentions of the clientele. This reinforces the belief that packaging plays a central role in the process of marketing communication. Packaging was posited to influence the self identity and the brand through mediated and lived experiences. This happens through exposure to mass communication, mass media and culture. Therefore, packaging is more than the physical boxes, jars and goods contained. This process must aim at incorporating the perceptions of the end users. Packaging has the potential to make a product marketable and easier to identify. Professional packaging makes products sellable. This happens through communication and the mode of packaging applied. The interaction of the buyer personality and image of a product has a profound impact on the buying behaviour of the consumer (Agariya et al 2012). The marketing communication process can be promoted or undermined by the quality of packaging. According to research, there is an increase in the number of companies developing their private brands. This has caused the company to exhibit the packaging attributes. Some of the attributes includes lettering, shape, size and the logo. The quality of packaging and the strategy behind the packaging makes it easy or difficult for the client to have confidence with a product. Studies show that the quality of packaging material attracts customers. It also creates a positive impression in the mind of the customers. The mode of writings on the package and the sensitivity to the consumer perception is the first step in having the consumer confidence in the process of marketing. Misleading labels create a form of deception that ends up in giving consumers the wrong information in the process of marketing. Many multinationals are developing their brands around quality packaging. A compelling example is when batteries imported from Europe are labelled as recyclable. This was only found to be true in Europe but did not apply in Australia. The main purpose of packaging is to trigger communications that have happened elsewhere. This is different from the perception that the purpose of packaging is to give initial communication. Packaging is a form of brand communication. With increasing competition between the leading brands, packaging is playing a significant role in the process of marketing. Successful packaging must ensure that the attention of the shopper is successfully attracted. One packaging strategy may work in one market but fail in another. A telling example is in the United Kingdom, the tea brand PG Tips has put leaf patterns in their packs. When packed together, they draw a pattern of a continuous banner. The roles of packaging in the process of marketing communication change from one country to another. In India, small packs are recommended because of the low incomes. This makes the products affordable in the Indian market. Studies show that packaging is a means of building the brand image. The brand image cannot be separated from the marketing communication process. The perceptions concerning a given brand are seen through the brand associations which are stored in the memory of the consumers. Studies show that brand image plays a significant role when consumers want to infer information regarding to the quality and the motives product consumption tendencies. There is a relationship between brand image of the product and self concept. The image created in the mind of a consumer is a function of the sensory experience of the brand. This includes packaging. This creates images in the minds of the consumers. These images have the capacity to inspire trust and loyalty. Besides, the consumer experiences are intertwined with the mental images projected through packaging. For packaging to entirely attract consumers to purchase a product, then the brand image and the consumers self image must meet (Agariya et al 2012). This must be boosted through total sensory experiences that are in the minds of the prospective buyers. Packaging plays a critical role in the brand representation and marketing communication process. Competitive packaging must carry multiple messages with minimum consumer encounters. Professional packaging ensures that the graphics in the packet communicate a strong and compelling message. Packaging must ensure companies get an edge over their rivals. The processes of determining effective packaging must entail market research to capture the consumer expectations and perceptions. The motives for consumption and the quality of products must be captured before launching the packaging strategy of a company. Studies show that every marketing element communicates something to the consumers. The image being sought for the product must be consisting with the image projected in the packaged product. Most companies aim at showing the intended use, application and intended results in the package design. The design must reflect the intended necessary information and make it visible. Direct communication is the packaging must describe a product, its benefits and its general view. Indirect communication conveys messages through color, texture, shape and design attributes. Colour plays a significant role in consumer communication. The cosmetic products use pastel colors to pass classic elegance message. Pharmaceuticals companies use light colors. They also use white background to show cleanliness and efficacy. Companies in the Asian market are careful in choosing the packaging colors. They must take into consideration the culture and the communities. Packaging helps companies in passing information to the consumers through the label. Consumers use the same skills when they purchase unbranded products like in a grocery. Consumers are keen on the mode of packaging in case of buying open products. Some consumers tend to touch products before purchasing. Informal elements of packaging include the use of technology. Packaging is one of the five elements of branding through the use of graphic symbols and slogans. Packaging is supposed to convince customers that the product meets their desires and needs. Packaging is meant to add value and convey messages which are natural and effective to the consumers. The role of packaging in the marketing communication process has increasingly becoming expanded to incorporate professional branding. A lotion or shampoo container is designed in a way to make it easier to remove the vicious product. The special pumps in the liquid soap are designed to promote the liquid soap over the traditional soap. The ease of the disposability of the package must reflect convenience, which is important in attracting customers through branding. The packaging technology has advanced and greatly enhanced convenience. The rising consumer affluence indicates that people are willing to pay more for convenience. Packaging must reflect the ease of use of a product. Marketing communication process must appeal to the consumer expectations. Customers can reject a product if packaging makes it hard to use the products effectively. Packaging is becoming a marketing language. It reflects the image of a brand and its preparedness in addressing the conveniences of the consumers. Packaging plays a crucial role in the process marketing communication. Studies show that packaging acts as an interface between a brand and the consumer expectations. A study indicated that shape plays a crucial role in the process of creating and image of a product and brand. The material used in the packaging can attract and repel a consumer. This is because packaging must offer an initial satisfaction to the thought process of the prospective buyer. Brand managers must ensure that packaging meets the readability and legal standards. The size of the package can affect the readability of important information. Packaging must satisfy cultural and associational expectations of different groups of customers. The image of a brand must be direct response to the needs of the customers. Packaging is a means of communication in marketing. Packaging has a direct impact on the eye appeal, which is necessary in the process of marketing. The concept of pre-packaging is expected to enhance marketing vegetables and fresh fruits. This strategy can lower expenses. Packaging must be convenient and conspicuous to both the brand managers and the consumers. Research shows that the process of processing information in the brain affects the adoption of both visual and verbal information. The first reaction of the brain to the packaging of a product can become a strong motivator for the customer to accept the product. The graphical components of the product have a stronger appeal to a client than the verbal appeal. The marketing communication process must incorporate market analysis and the anticipated consumer response in packaging. The purchase intentions of the clients are influenced by the general and specific message implicitly or explicitly stated through packaging. Marketing communication process involves getting personal with the consumer perception. Packaging must make the process of disembedding easy and friendly to the customer. Disembedding is the process of getting package information through the use of perceptual skills. Professional packaging means that the time spent of disembedding is minimal effective. Marketing communication process must incorporate both literal and implied meaning on the package. The role of packaging in this process has expanded to expose the usability of the product, the ease of access and relevance to the consumer understanding. Packaging must enhance the likability of a product. The role of packaging is increasingly becoming redefined through innovation and the market turbulence. A good example is in the case of electronics. In conclusion, packaging must ensure portability and safety in the process delivery or future transportation. Research shows that the graphical components have a profound effect on consumer beliefs. Graphical components of a label influence attribute beliefs. There is a perceptual task by the consumers in the process of acquiring products. Different types of information displayed in packaging take different time to interpret. The disembodying time is correlated with the acquisition time. Studies show that urban consumers respond differently to packaging compared to rural consumers. Rural consumers are said to respond more positively compared to urban consumers. The integration of emotions and memories has a profound effect on the consumer’s perception of packaging. A good example is the tobacco industry which view packaging as an integral part of the marketing strategy. The cigarette packaging acts a communication device and communicating the brand image. The marketing communication process incorporates packaging and vice versa. Packaging depends on the king of message being communicated and the nature of the product on sale. References Agariya, A. K., Johari, A., Sharma, H. K., & Singh, D. 2012. The Role of Packaging in Brand C ommunication. International Journal of Scientific & Engineering Research, 3,2, 61 - 69. Read More