9.8: Outcome- Packaging
What you’ll learn to do: discuss the role of packaging in the brand-building process
Imagine yourself standing in the aisle of a grocery store, scanning the shelves and trying to decide which product brand to buy. What catches your eye? What makes you pick something and take a closer look? What influences your decision to drop it into your basket . . . or return it to the shelf?
This critical moment for brands and the purchasing process is often won or lost because of packaging . According to Marty Neumeier in his book The Brand Gap , “A retail package is the last and best chance to make a sale.” [1]
In this section, we’ll explore how packaging can play a powerful role in shaping consumer perceptions of brands and influencing buying decisions.
Learning Activities
The learning activities for this section include the following:
- Reading: Packaging
- Self Check: Packaging
Contributors and Attributions
- Outcome: Packaging. Provided by : Lumen Learning. License : CC BY: Attribution