9.6 Packaging

Learning Objectives

  • 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

  • Reading: Packaging
  • Self Check: Packaging

  1. Moré, M. E. (2010, December 14). The Importance of Product Design and Packaging In Branding. More Than Branding. http://morethanbranding.com/2010/12/14/product-design-and-packaging/


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Introduction to Marketing II 2e (MKTG 2005) Copyright © 2021 by NSCC and Lumen Learning is licensed under a Creative Commons Attribution 4.0 International License, except where otherwise noted.

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