EQ Classroom

Through our editorial platform, we hope to share our discoveries with the creative community to inspire, inform, and provide a platform for the next world-changing idea to take root.





Power of packaging

The Power of Packaging

by Charlie Zhang

The power of fun, creative packaging cannot be overlooked. It’s key to a product’s overall success. When it comes to in-store experiences, packaging usually becomes the consumer’s first impression of your brand. Not only does your packaging need to stand out, but the design needs to appeal to potential buyers and instill confidence in new customers to try your products. 

Importance of Custom Packaging 

Packaging with distinct and thoughtful designs show your brand cares about the product experience. The extra attention to detail speaks volumes on the quality of its production and places your brand’s positioning above all others. Think about how often you’ve heard of someone buying something because of its packaging. 

In a 2018 IPSOS Survey, 72% of American consumers agreed that the design of a product’s packaging and the materials used to package a product often influence their purchasing decisions. In the same report, when it came to the act of gift-giving, package design was considered even more important, with 81% of people admitting that it helps with selecting the right presents. 

Beyond in-store purchases, according to Digital Creative Packaging, 74% of consumers aged 18-25 share an image of a product’s packaging on their social media, while 25% of online consumers say they would shop again if the product included premium packaging. 

Conveying the Brand Story

Packaging is an integral part of your brand’s marketing and advertising strategy. Custom packaging which includes a range of aesthetic choices including colors, fonts and logos, provides a lot of information about your company and allows customers to recognize your quality goods.

A company’s packaging has the ability to tell the brand story and answer consumer questions like — “is this a sustainable product? Are the materials ethically sourced? Where is it made?” Take beauty products as an example. The beauty industry is currently saturated with numerous options for creams, cleansers and toners, and brands have to actively differentiate themselves from their competitors. 

Many of these beauty brands are now listing their company values on their product’s packaging. Renowned beauty brand Tata Harper makes perfectly clear to its consumers their values, like being cruelty-free, sustainable and eco-friendly. By showing these things on their product’s packaging, brands are able to promote their core mission statements and market themselves as superior. 

Highlighting Exclusivities

Packaging can also be used to express exclusivity, especially when it comes to holiday-themed packaging — Easter, Thanksgiving, Christmas and so on.  It helps fulfill a consumer’s desire to celebrate and indulge in festivities. Changing your product packaging to fit the season shows customers that your brand cares. 

Image Source: Coca Cola

Coca-Cola does a wonderful job of this. Last Christmas, Coca-Cola created a marketing campaign which let people customize Coke cans with their printed names and an accompanying holiday image. Simply letting people print their names on Coca-Cola’s iconic red can made Coke’s brand experience feel extra special. People were going out of their way to find cans with their friends or families’ names.

In case you missed it, here’s a look at our previous EQ Classroom article about what cookies are and why google is banning them 

Deemed as Hong Kong’s very own little Brooklyn, Sham Shui Po has been catching heat as the next go-to spot for designers and artists. The predominantly low-income neighborhood, with its influx of working-class families living in low-rent subdivided flats, is witnessing a creative and economic boom.

Considered the mecca of fabric wholesalers and small arts and crafts stores, it’s no surprise that many design students have been regular patrons of the district. It was even once home to the prestigious art school Savannah College of Art and Design, before its unfortunate closure in late 2020. 

Despite the school’s closing, the neighborhood didn’t see a stop in young innovators and entrepreneurs setting up shop on the so-called “dark side." From fun art galleries to quirky coffee shops and design shops, we’ve rounded up some of the top spots giving Sham Shui Po its new edge. 

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