Well-packaged – Almost Sold: The Art of Packaging

The flowing drop form symbolizes the caring effect of the essences. The interaction between the concave and the convex surfaces visualizes the high-value product character and makes it easy to open and close the lid.

15/09/06 Packaging is the most important instrument of brand management. An attractive packaging design puts a product on stage. Consumers place more trust in packaging than in any other advertising measure. While rational buying arguments, such as information content and usefulness, are also considered, the credibility with which the packaging expresses the quality of the product is decisive. The visual, tactile and olfactory senses should be used for easing an orientation in the retail trade.    

With older people additional factors apply. They are more critical, putting a very high value on readable and clear product information, easily understood and easy to handle opening mechanisms, a higher quality and easier brand recognition, for instance through the positioning of a brand logo.  

According to Karmasin Motivforschung, a company that does motivation research in Vienna, packaging is the magic wand effect at the point-of-sale. Beiersdorf brands such as NIVEA and JUVENA have successfully implemented these principles with their products. In August, the Pampering Oil Bath from NIVEA Bath Care has been awarded the Hamburg Design Prize 2006 in the product design category. 

The flowing drop form symbolizes the caring effect of the essences. The interaction between the concave and the convex surfaces visualizes the high-value product character and makes it easy to open and close the lid. Stylish and practical – that's something consumers definitely do like.
 
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