The ultimate great wall of defense formulated to protect the contents of food is coined in the name of “packaging”. Not too often we take care and time to think about the goodness and strategies adhering to the package. Primarily, it is used to protect and preserve the contents of the product. But a food package is not just for protection and preservation. It does play other roles too, but in a subtle and silent way.



Product packaging plays an important role in marketing. The benefits rendered by a good package are, in fact, bigger and better than one might actually think. The packaging of the product is equally important to its production because it forms the crux of marketing and an important tool to communicate to the large sector of consumers trolleying through the aisles of the stores.

  Rightly called as the “silent salesman”, a product’s package communicates many things to the consumer – from the personal benefits reaped by the consumer to the value of the company or firm producing it. Literally, an ideal package has to charm its consumer to fall in love with it, just at the first sight, for which an attractive packaging is more than necessary. To accomplish this, Food Buddies is suggesting various tactics involved to attract the consumers and make them to accept the proposal.

  1. Differentiation

There are thousands of products placed in the shelves of the stores and available at the discretion of the consumers. As a matter of fact, one-third of a consumer’s decision to opt the product solely depends upon the package. To succeed the competition and make your product to achieve distinction amongst the plentiful products on the stores, an attractive package, which protects the product and talks to the customer, is the only savior known. A great example of the fact are the paper boat products which recently hit the market and created a huge market demand for its own. It was not just the fact that the product package harmonized with the name of the product, but the eye-catching and unique design that gave the extra edge to it. Just in case if the product packaging changes, it may alter the brand perception of the company. Although, it does not mean that the consumers would not purchase the product but it may delay the purchasing splurge until the consumer is able to identify the product according to its new packaging and the market adapts to it. Hence, packaging creates an identity for the firm and the product too.

  1. Color of the package

Little does our mind take conscious decisions in choosing colors, but colors affect our choices to a great extent. The unconscious tendency to show preference and response to colors does help in driving your product to the billing counters. The brain being a racist to colors (no pun intended), reacts to colors in different ways. Each color, to its counterpart, conveys different messages too. For example, products with white packaging convey simplicity, safety and purity. Color experts cite that more the color added to a product’s package, less sophisticated the product is. Even the shades of the various other colors do influence to a considerable extent. For example, a light sky blue color is regarded to be on the playful side whereas a dark navy blue color is considered to be much more professional. Worldwide, blue is the most liked and preferred color by all, which does not mean that one should automatically choose the most likable color. It is important to study about the target demographics before deciding on a color scheme for the product packaging. Being preferential to colors does play its part in serving as a marketing tool.


  1. Effective communication

The important attribute owned by a package is its ability to talk and shout to its consumers. Every package should talk the goodness of its content and shout its brand name. Packaging contains the list of the ingredients used and the nutritional benefits the product bestows its consumers. This information can help to sell the product because it allows potential customers to obtain the necessary information that they need to make a decision to purchase the commodity. These, when communicated appropriately, holds the key to propel the reader to buy the product without ever having to speak a word to a store assistant. The “silent salesman” does the job for you.

  1. Brand recognition

Take a moment to think about some of your favorite brands. They all have one thing in common: they are memorable. Over the years, brands like Coca Cola, have made minor changes to their packaging and stayed true to their original look. It is because of the simple fact that recognizable brands are able to retain their customers. Timely action on logo, colors or packaging have made them to reach out to the next generation consumers too. Hence, attractive packaging helps to create a brand recognition that could keep the tide waving for years.

  1. Strategical Packaging

Product’s packaging can be a helpful marketing tool through in-store advertising. Branded products are easily recognized and so designing the package with your logo front and in the center helps consumers remember your product the next time they are on the look for commodities to shop. Change the shoes and think of what the packaging says about the product and the brand from the consumers’ perspective. Check if it is good or any betterment can be made to it. It is also wise to think about the messages the product’s packaging is conveying to shoppers and consumers.

Thus, take these tips and tactics into close consideration, one can weave a magical spell and make the product a great run for money and value in the wide market out there. But, the important factor to be considered is that marketing serves as a boost for the product and the quality of the content and finesse of production is equally important as well. So, produce the product in good style and add a tender touch of marketing creativity, the combo could work wonders indeed.