Can packaging transform a consumer into a client?


All agencies in the market are able to provide you with a creative and detailed solution for your packaging. But, is that what you need?

All products on the market have reached high standards of achievement, but despite creativity and attention to details, the number of units going back to the warehouse constantly grows and, from there, many go straight to the shredder.

Have you developed a very nice packaging so that your products are sent to the shredder to be destroyed? I do not think so. In fact, in landfills, also products without any kind of package are accepted!

What we need to do to prevent the failure of a product on the shelf is the ability to translate this craftsmanship in a sales tool: there is a lack of packaging that is functional for sales


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The vision that underlies a winning packaging – what characterizes the work of Packaging In Italy – comes much earlier than aesthetic, stylistic or technical choices. Let me be clear, all are vital aspects to achieve a positive end result, but, on their own, they will not move your product into the shopping basket of the consumer.

To understand this with an example: increasing the megapixels of definition of a camera is certainly not enough to get good pictures!


The packaging is a picture, the megapixels are a valuable tool and, often, they are the result of meticulous work, research, at the limit of the artisan work that distinguishes the great works of art, but the essence of success is hiding elsewhere on the shelves.

What determines the choice of designers, art directors and graphic artist when making the packaging of a product?

I do not want to give a boring marketing lecture, but I think it’s worth it to spend 2 minutes with the precise role that packaging plays within the context of a product marketing strategy.

Packaging is a marketing tool, so important that it has been called the fifth “P” in addition to the famous “4 P” that Kotler made popular.

In addition to Product, Price, Promotion and Point of Sale, “Packaging”, fifth P, plays a key role.

In summary, the “4 P” model created by Jerome McCarthy in the early 60’s and made famous by Philip Kotler defines the 4 activities of operative marketing indicating the 4 specific areas of application. In this way, it is clear that the attention is no longer focused on the product, but introducing into the marketing mix both market and final consumer needs, a new element, that hitherto had been completely ignored, takes some space: client’s needs.

shutterstock_50076508Listening to and understanding market needs is at the base of the revolution that Kotler brought to marketing and, to make it work, choosing the packaging of a product should be analyzed on these principles.

On the other hand, the external appearance of each product, its box, communicates directly with the consumer (the final decision maker) and should always precisely respond to his needs and requirements.

Succeeding in creating packaging means therefore providing a real answer to customer’s needs. Does your packaging do it?

To produce results in the % of sales, the research phase must be customer focused. The hand that puts the product in the shopping cart and takes it to checkout requires priority attention.

Aesthetic, industry awards, flair and creativity do not have value if that hand does not go towards your product!

What does the consumer look for? What does the consumer think? What does the consumer want?

Any consideration related to aesthetics and style must first answer these issues.

Recognizing and translating them into a functional packaging for sales is in the DNA of Packaging In Italy. For this reason, when facing every choice, we ask ourselves “will this help the product to get down of the shelf?”

It should also be considered that, nowadays, achieving significant sales results is increasingly difficult: competitors, a complicated market and increasingly rigid distribution dynamics make the job harder for all players.

In this scenario, inaccuracies and errors are never generated in technical or creative procedures, but always during evaluation processes. Not conceiving packaging according to the final consumer is to ignore completely the dynamics of the market, the hand that puts the product into the shopping cart and to lose the battle on the shelves.

When the creative agency will explain features and design choices, always ask “How can this feature generate more sales of my product and why?” Listen to the answer and, only then, draw your own conclusions.

Even today, directing creation of packaging, modeling it on the preferences or the directions of the client is the practice. To “bring home” the job, many creative agencies limit their role to just follow rough indications provided by the client during the briefing, without further market analysis and without studying consumer’s habits.

Results? A nice packaging that appeals to the client but that does not sell.

For us, “client” is not the one sitting in the meeting room during the briefing, but it is the one in the aisle. That’s why we think in terms of his needs, which is why we work for a functional packaging for sales!

Beautiful, nice, stylish, of impact … definitions are meaningless when we get products back to the warehouse. Indeed, the meaning is clear. Define it as you think it is best.

Giving priority to customer’s needs without sacrificing creativity and technical details is the basis of our approach, because we know to be the only valid response to our clients’ primary needs: to contribute to the sales process by putting a “+” in final percentages.

Contact us to find out what we could do to help increase sales of your products.




Michele Bondani
In 1996 enters in the world of marketing, in 1999 founded Ardigia Marketing Funzionale (Ardigia Functional Marketing), in 2013 founded Packaging in Italy, Design Agency for Packaging Positioning™
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