Wrapped to sell
by Fidelis Zvomuya
Boxes, bags and bottles have evolved from mere containers of fluid products to branding elements and in store sales agents of the products within.
According to Nathan Reddy, managing director of Grid, a branding and design agency, a best selling package must not be irreverent, but should have a universal appeal and be a reflection of the brand, as well as creating communications across multiple platforms.
He says packaging that sells should look great - preferably with a unique shape - smell good, be timeless, waterproof, environmentally friendly and easy to open.
“For years consumers have been trying to get manufacturers to adopt frustration free packaging that gets rid of plastic cases and bubble wrap, which are major irritants for consumers.
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