One of the strongest influences in point-of-purchase is based on the aesthetics of a product’s packaging. The packaging of a product is usually the closest point of contact for a consumer before an actual purchase. Therefore, perceptions are conceived of the product’s quality and ability to fulfill the consumer’s needs at this stage. Unique packaging designs grab the consumer’s attention, but successful packaging designs reflect some of the brand’s values and creativity.

Newton Running in Colorado wanted consumers to know that their shoes have a very low environmental impact. Instead of using traditional rectangular shoeboxes, Newton Running wanted a box that reflects their brand’s message. With TDA Advertising and Design, a carton package design was developed using 100% recycled material. The shoes fit inside the packaging perfectly eliminating the need for tissue paper, as seen in traditional shoebox packaging.

Smirnoff’s “peel-able” bottle was developed with JWT Brazil to launch their Caipiroska formula, a popular Brazilian drink. The label peels were made to look like the skins of the fruit flavors used: lime, strawberry and passionfruit. The goal of the packaging was to give the consumer the experience of drinking a beverage made from fresh fruits. In addition, they shipped out the flavor collection to a select few worldwide in wooden crates, similar to how fruits are shipped throughout Brazil.

This student-designed packaging concept for Little Twig Farm blends luxury and sustainability by repurposing parts of the wooden box used to package their cheese into an animal-shaped cheese holder. The other parts of the packaging not used to form the cheese holder could be sent back to the company for recycling, which may allow for discounts on future purchases. Rather than being a barrier to the object inside, this interactive package design makes un-boxing and utilizing the features of it just as fun as eating the cheese itself.

These examples showcase the creativity of the brands behind the products. Instead of generic boxes and labels, each of these three brands enhanced the consumer experience with creative, interactive packaging. Package design is a platform for presenting a product. The more creative packaging is, the more inclined we are to buy the product.

Information and images courtesy of (C)The Dieline