Articles

What does value mean?

Well to some consumers it’s about price, but many customers today have other and more varied ideas about value. They want to know how this product or brand will enhance or change their life in some way, how it will make their task easier. How will the purchase of this product make them feel? Price is a factor, but these less tangible concepts of value are much more important in the decision making process. Companies need to connect with their customers on an emotive level by concentrating on the values that resonate with them.
 

Apple inspires and excites their target audience:
 

Apple is a fantastic example of a company that creates packaging that appeals to its target audience.
The iPod and iPhone are highly desirable products and not just because of their technology. Apple has created enormous value around their design, which is slick, simple, elegant, cool; all values that are highly desirable and they have continued their brand quality through all their packaging with great success.
The detail in the external graphics and inside layers of packaging adds to the enjoyment and quality of the inside product. It’s like opening a present, the care and attention to detail makes the consumer feel special and brings pleasure and enjoyment to the whole experience. 

Consumers do not buy an Apple product if their main value is price, otherwise they would buy cheaper MP3 players and mobile phones. Apple’s value is in their knowledge, innovation and empathy for design. They know what inspires and delights their consumers.
 

Capture the consumers attention.
Reflect the positive qualities of your brand on your packaging.

In today’s retail setting, there is a move to larger supermarkets, greater self-service means consumers have the increasingly daunting task of constantly deciding what products and brands to purchase. Packaging has to work harder in a more crowded and competitive market, and your pack has limited time to get a message across, stand out from competitors and communicate its true values. Packaging can facilitate and drive a purchase but it needs to reflect the honest qualities of the brand.

These values depend on the product. What is it about your product that adds to the consumer’s quality
of life? Will it give the consumer more time, more comfort, more enjoyment, is it more environmental, does your product take up less room? Is your packaging really selling your brand?