Importance of Packing in Marketing Communication

Marketing Essay
Introduction
Today the consumers are becoming more aware regarding the products packaging available
to them. In market setting, packaging plays a very significant role in communicating the
unique values of the products to the consumers (Underwood, Klein and Burke 2001). It helps
targeted market to differentiate the similar products based on its package design, which
ultimately stimulates consumer’s behavior (Wells 2007). An affluent market is target
consumers with higher income levels and readiness to buy the product frequently (Jones
2019). Throughout the essay will explain how the elements of packaging such as color,
symbolism, graphic design, contrast effect and surprise become the foundations of customer
attraction towards a new premium chocolate bar as the product.
Color
Using new colours for the new premium chocolate bar can create competitive advantage and
increase the potential achievement. Color is one of the most significant characters that may
influence the customers more directly and that will create consumer mind-sets, excite their
emotion and impact the direct consumer perception (Ciotti 2020). This perception is a
concept of marketing that incorporates with a consumer’s awareness and impression about
the product (LaMarco 2018). Statistical survey has indicated that more than 80% of visual
information is identified with colour and it gives consumers the advantage in decision making
on the products differentiation (Adam 2017). The utilization of colours in marketing evokes a
series of diverse emotions, response and attitudes and it also depends on the impact that each
color applies on every characteristic (Prasad 2017). For example, consumers categorize the

products’ quality and price based on the colours. For example black or grey are normally
recognized as valuable and expensive products. While white colours are usually perceived as
cheap products. Colour is the first part that consumer see on the product packaging. Colour
can create a sustainable consumer perception. Therefore, markets use specific colours to
attract consumers’ minds and provoke engagement through product packaging.
Symbolism
In order to increase sales for a new premium chocolate bar, the marketers need to understand
the clear the role of symbolism in consumer buying behavior. It is a known fact that
consumers might purchase a product for a particular reason other than the product’s essentials
functional purpose. Therefore, it is really important to understand symbolism in packaging as
it motivates the consumers to buy a product based on what it represents to themselves and to
others (Leigh and Gabel 2015). Normally consumers express their self-image or
communicate a particular lifestyle to others based on the symbolism design on the product
(O’Cass and Frost 2002). It gives positive impacts on the consumer perception of the
product .For example; symbolism of colors in the packaging presents some particular cultural
meaning. Underwood (2003) provided some example like bright colors are represents clean,
gold symbolize prestige, wealth and green as it relates to the environmental. The consumers
use this type of symbolism to relate it to their identity and express their image. More
precisely symbolism design on the product helps in connecting the product with the
consumers (Brunner 2016).