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MARCH 2017 — PFonline.com
Importance of Design
Packaging is something most manufacturers have not
paid much attention to, but they are now. Affinnova,
a global marketing technology company that has since
been acquired by Nielsen, released its first Package
Design Audit in 2013 to highlight the importance of
package design, specifically in the liquor industry. The
study showed that newer liquor brands Belvedere and
Pinnacle were using more bold and unique package
designs to gain market share, while at the same time
attracting more consumer attention than established
brands Smirnoff and Stolichnaya.
"Design remains one of the most underleveraged assets
a company has in launching and maintaining a successful
brand," said Affinnova President Waleed Al-Atraqchi. "As
advertising becomes increasingly fragmented, packaging
must work harder to build brand equity and drive purchases."
Al-Atraqchi believes that manufacturers are starting to
monitor how package design is impacting shelf presence
and consumer perception, similar to how they actively
measure and adjust other aspects of their marketing
performance.
Dhillon says manufacturers are starting to warm up more
to powder coatings for the bottles. He has been meeting with
numerous manufacturers and touting the benefits of powder
coatings:
Sundial also provides pad printing, silk screening and
labeling services so that manufacturers can add their
logos directly onto the bottle over the powder coatings.
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