Packaging
The primary goals of packaging are two-fold. The art of attraction persuades people to want what’s on the inside. And the science of labeling assures that customers know exactly what they need to know.
But packaging is also critical to your brand. Like other actions, it’s a key component of your marketing program. Packaging is playing an increasingly dominant role in the brand marketing mix. These days, it’s just conventional wisdom that packaging has to do more than just stand out on the shelf or serve as a vehicle to carry goods; it must communicate the story of your brand and become an essential part of your customer’s consciousness.
Packaging encompasses virtually every category: food, beverage, consumer electronics, personal care, OTC drugs, home improvement, sporting goods, even publishing and education.
All of these categories and more are seeking packaging that is supportive of the brand at the point of purchase and in the minds of customers whether their need is at home, at work or at play.
Just like the goods themselves, the packaging must be relevant to a customer’s needs.
One of our clients, a premier, national educational publisher, based in Lancaster County, PA, sought a new way to attract teachers, administrators and educational professionals to a program for at-risk pupils K-8 comprised of comprehensive Intervention materials in Reading, Mathematics and Phonics.
To attract teachers, the client wanted the package to be easy-to-use, with all materials collected and stored in a single location that could be easily taken off-the-shelf when needed.
At the same time, the client wanted to attract a wide age range of children in a positive, uplifting way.
Tower responded with a dynamic packaging design that would be convenient for teachers to use while attracting the interest of students from any of the age groups. Proprietary graphics and an identifying logo incorporated into color-coded packaging help to brand the products as Continental Press materials.
The Continental Press Intervention package design is featured on the client’s website.
