Consumer’s perception of a product is profoundly influenced by its package design, bottle shape and even the texture of the label or package. Any experienced chef will tell you, the presentation, color palette and textural differences of the food on the plate all have a significant impact on how we appreciate our dining experience. I’ve personally run focus group testing where consumers have unknowingly taste tested the same product aligned with different package designs. The results are startling; consumers dislike the taste of a product if aligned with a design they do not like, while conversely loving the taste of the exact same product when aligned with a package design that they find attractive.
One of the most difficult tasks any consumer faces is remembering the spirit, wine, beer or hard cider they tried and liked. Memorable packaging reinforces brand name and enhances recall for future repurchase by leveraging strong visuals. Thus, getting the design and packaging of a brand right is not just an aesthetic exercise, it is a commercial necessity.
David Schuemann is the owner and creative director of CF Napa Brand Design. For more information, visit www.cfnapa.com or call (707) 2651891.
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