Packaging… the Ultimate Brand Statement

Posted on February 20, 2008
Filed Under Marketing Yourself | 1 Comment

By (Guest Contributor) Greg Stangl

It continues to amaze me how little thought many photographers seem to put into professional portrait packaging. The choice of packaging is the ultimate brand statement. Not only is your packaging the most visible communicator of your brand, it is often the chief emotional link between the consumer and your product.

Walk though any high-end department store and notice how packaging is used to compliment both the brand and the product. Perfumes come in beautifully fitted boxes, while makeup comes in little fitted cases complete with built in handles and a mirror.

By taking the time to carefully choose your final packaging, you can communicate with your client on a higher emotional level. And in portraiture, emotion directly relates to profits. Your choice of texture and color play an important part in this tactile and visual game.

In the food industry retailers and manufacturers are working more closely than ever to create products designed for contemporary lifestyles, based on the latest technology. This has resulted in an explosion in the market for ready to eat meals, a market in which packaging is playing an increasingly important role. Packaging is becoming an essential part of the value chain analysis, regarding food safety, ergonomics and flexibility. The better the packaging makes the food look, the better the chance of the product being sold.

The photographers choice of portrait packaging is really a silent salesman for their company and their brand. As the importance of packaging design becomes ever more apparent, studios need to go back to the basics to stand out from the crowd. Package design is as much a reflection of the times as it is functional. It may seem to be little more than a protective container, but as the external manifestation of a brand, its role is much more pivotal. I believe there two aspects to choosing packaging. First there is the physical function, which simply protects the product. Then there is the psychological function which is linked to consumer appreciation, and that is the one you have to get right!

Greg Stangl Photographer and Speaker
www.prospeak1.com