Marketing Report: Packaging for Premium Chocolates, Analysis

This marketing report investigates the critical role of packaging in influencing consumer behavior, specifically within the premium chocolate market. The introduction emphasizes the importance of marketing for business growth, brand awareness, and customer engagement, especially in the digital age. The discussion section delves into how packaging elements, including color, symbolism, and graphic design, can impact consumer choices. The report highlights the significance of color in attracting buyers, suggesting subtle color gradients and matte textures for premium chocolates. It also explores the symbolism of colors like brown (reliability), gold (luxury), yellow (creativity), and orange (adventure). The report further examines the importance of graphic design and visual representation in influencing purchasing decisions and enhancing brand identity. The conclusion reiterates the importance of these factors, recommending sustainable packaging with appealing color gradients and relevant graphics. The report also references various sources to support its findings.

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Marketing
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Introduction
Marketing is very essential for a business as it helps a company to put across information
and details which are required for the customer base to be attracted towards the products.
Marketing is very helpful for companies for companies to grow sales and profits for a company.
The awareness of the brand can be increased with the help of effective marketing. A business can
grow with proper marketing and engage customers to be associated with the company and its
product offerings. Thus, marketing is great for customer education. Marketing products has
become easier and less expensive in the digital age (Social4retail.com 2020). The understanding
of customer expectations, customer engagement and reaching out to them can now be done with
finance friendly campaigns too (Corley 2014). Marketing is very efficacious for sustenance of
the company and the products in the market.
Discussion
Packaging of products have immense impact and influence on target audience. In case of
premium chocolates too, it is important to keep in mind that packaging plays a vital role to
manipulate choices of customers. An appealing packaging is more likely to attract more buyers
to purchase the chocolate and taste what is contained within the packaging (Gómez Martín‐
Consuegra and Molina 2015). The packaging should be able to convince the buyers that, what
lies inside of it, must be as tempting. The marketplace for chocolates, is overcrowded as there
already are many companies selling similar products in the same price range. The companies
should also abide by the guidelines of packaging and labelling set by the government to ensure
relevant information is passed on to the consumers (Business.gov.au 2020). It is mostly about
which company is most favored overall, for its product personality which is developed by the
marketing team of the brand.

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Color
Color is a very important component when it comes to packaging. A company might
have to spend a great deal of time to figure out the right tint of color which complements the
product packaging, which keeps the content within. A product creates a judgment in the minds of
the potential customers, right after viewing it. Thus, color has a significant role to play as the
potential customers are able to draw relevance with the product due to its visual appeal and color
(Mohebbi 2014). Color is, hence, very important, which must be paid great attention to, while
choosing, especially when it is something as inviting as chocolate.
The color which can be chosen for the packaging of premium chocolates should be
subtle. The outer packaging can be kept simple with color gradient depicting its content and
flavor. If it’s a premium dark chocolate, the packaging can be kept entirely brown with matte
texture. The text can be kept in gold. On the other hand, if the chocolate is of caramel or orange
flavor, the packaging could be of color gradient from yellow ochre to brown and orange to light
brown, respectively. The texture could be matte, with inscribed texts and shapes silhouetted
glossily giving a great visual aappeal.
Symbolism
A business can run successfully on the basis of the colors chosen for packaging.
Packaging makes a product stand apart when there are great rival forces offering similar products
in the market. The colors of the packaging should send across message which has subliminal
impacting on the senses of the customers. It would enhance the chances of successful purchase,
making the viewer a potential customer of the product. Color also reflects the best offerings of
the brand by creating a unified image (Mohebbi 2014). The colors chosen should have relevance

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with the logo and the product as colors do send across subconscious messages. It should not be
the case that, the color chosen is great for drawing attention of the buyers but inappropriate for
the product or business. The premium chocolate has potential customer base as the affluent class
of the society, for which their taste and preferences must be taken into consideration. The
cultural meanings associated with the colors should also be well researched (Mohebbi 2014).
There should also be a test of responses of the buyers after the products hit market.
The symbolism behind the colors which can be chosen for the packaging of premium
chocolate products are brown, gold, yellow ochre and orange. Brown symbolizes reliability,
which is very important for making a purchase. Brown is also the color of the earth which means
the product is organic and safe. A matte texture would give the impression of practical packaging
making the customers eager to buy (Morton 2016). Gold signifies luxury and high quality. The
chocolates which are being offered are of premium and high quality. The texts in glossy gold
letters will reflect high standard and shine against the matte background texture. Yellow signifies
creativity and optimism, which represents chocolate blended with caramel (Morton 2016). The
packaging in yellow will lift people’s spirit and excite them to purchase the chocolate. Orange
signifies adventure, similar to chocolate when blended with orange flavor. It will make the
buyers feel enthusiasm to try out something different in the premium brand range.
Graphic Design
Graphics and visual representation of what is contained within, plays a very crucial role
in influencing choices of customers towards purchase or being repelled (Oladumiye 2018).
Playful illustration in colors of gold with help the product to stand out. Chocolates need not be
packed in stereotyped ways but in exciting packaging to make them look classy, especially when
they are given innovative shapes. This will enhance the brand identity. The graphical

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representation of the chocolates can be made in accordance with the flavors. The design team can
add catchy illustrations and taglines for them to get related to, by the buyers.
Consumer behavior
Consumers get heavily influenced by various factors, which companies need to pay
attention to in order to offer products which gain acceptance in the market and meet the
expectations of people. Consumer behavior can be put as the study of responses of customers as
well as organizations on how they choose, purchase, use and dispose services and products for
their wants and needs (De Mooij 20190. The consumer behavior will get heavily impacted by the
color, symbolism it holds and the graphic design which will go on the packaging (Spence 2016).
If the packaging is exciting and relatable, the affluent consumers, which constitutes of the
primary consumer base, will make purchases. The color, graphic design and font are very
important aspects which influence consumer behavior, thus.
Conclusion
It can thus be concluded by saying that marketing is a very important part of business. A
company should pay close attention to various aspects of packaging which include color, graphic
design, texture, font and so on. These impact consumer behavior. However, the company can
choose sustainable packaging in exciting yet subtle color gradients on brown, yellow ochre,
orange with tint of gold, based on the flavor of chocolates.

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References
Corley, T.A.B., 2014. Marketing and business history, in theory and practice. In The Rise and
Fall of Mass Marketing (RLE Marketing) (pp. 109-131). Routledge.
De Mooij, M., 2019. Consumer behavior and culture: Consequences for global marketing and
advertising. SAGE Publications Limited.
Gómez, M., Martín‐Consuegra, D. and Molina, A., 2015. The importance of packaging in
purchase and usage behaviour. International Journal of Consumer Studies, 39(3), pp.203-211.
Mohebbi, B., 2014. The art of packaging: An investigation into the role of color in packaging,
marketing, and branding. International Journal of Organizational Leadership, 3, pp.92-102.
Morton, J. (2020). Color and Branding. [online] Colormatters.com. Available at:
https://www.colormatters.com/color-and-marketing/color-and-branding [Accessed 6 Mar. 2020].
Oladumiye, E.B., 2018. Graphic Design Theory Research and Application in Packaging
Technology. Art and Design Review, 6(1), pp.29-42.
Spence, C., 2016. Multisensory packaging design: Color, shape, texture, sound, and smell.
In Integrating the packaging and product experience in food and beverages (pp. 1-22).
Woodhead Publishing.
Bibliography
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Available at: <https://www.business.gov.au/Products-and-services/Product-labelling> [Accessed
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