What's package design got to do with it?

Every company is in the business of selling something, whether it be a product or a service. Every product or service is packaged. Every package design should represent an extension of the brand assets of that company. If the brand identity and package design is in line with the brand strategies and marketing initiatives, the end result is packaging that contributes to marketing ROI in a substantial way. Many marketers are beginning to believe that packaging is just as critical to building brand equity and marketing ROI as advertising is. Yet corporate package design budgets are miniscule compared with advertising budgets. On a dollar per dollar basis, packaging that truly expresses a brand's assets yield a far greater ROI than advertising. This is corroborated by research from brand consultancies, corporate statistics and independent research. Experts have asserted that package design, as part of a brand identity system, can outperform up to three advertising campaigns and more than ...  more