The Art of Packaging

Whether they admit it or not, consumers either love your package or they hate it. It sounds over-simplified, but it’s essentially true. Great brands evoke emotion; they trigger unique and nearly tangible feelings among consumers. And packaging either contributes to or disrupts that brand loyalty.

Thousands of products line the shelves of the newest superstore. Thousands more sit on the shelves of specialty and boutique stores. Yet thousands more enter the marketplace through alternative distribution methods.Why should a consumer choose—and continue to choose—yours? And once a consumer is a loyal supporter/buyer/proclaimer of your product, can you change the package without changing the relationship?

Change is a tenuous science. You can research and analyze and hypothesize, but measuring the emotional brand connection is never exact. Sometimes you may want to stay close to your original look and feel—providing a subtle, evolutionary change. Other times, you may opt for something close to revolutionary—a complete redesign that retains only a few principle elements of your original packaging.

Whatever your situation, UPB guides you through every option and every opportunity to strengthen the connection between company and consumer, between product and purchaser.

UPB is brand packaging.