Packaging design will receive more focus from a marketing and
sales perspective. Brand owners face fierce competition on the
retail shelves not only from competing brands, but also from the
retailer’s private label introductions. Graphic design and visual
impact play important roles in packaging to help consumers
recognize and remember brands in a competitive environment.
A classical marketing framework recognized at most universities
is the 4P model: product, place, price and promotion. To further
develop this model, packaging also needs to be included, as
packaging plays a key role in differentiating the product in the
stores and attracting attention at points of sale.
In the future, packaging will work as an increasingly important
tool in the brand owners’ marketing mix. In short, the key areas
where packaging will help brand owners are: