The WARC Guide to effective packaging

Provides new thinking and best practice on effective packaging, from the WARC Guide.
  • A brand’s packaging remains the constant and primary medium for brand communications.
  • Brand assets such as logo, colour and shape trigger recognition but must work harder in an online store where big and small brands have the same ‘shelf space’.
  • Pack copy is a key tool of packaging communication, conveying brand character, and it can transform a brand’s appeal.
  • With the increase in e-commerce and direct to consumer offerings, brands are adapting packaging to reduce weight and enable access through the letterbox....

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We’re long-term subscribers to WARC and it’s a tool we use extensively. We use it to source case studies and best practice for the purposes of internal training, as well as for putting persuasive cases to clients. In compiling a recent case for long-term, sustained investment in brand, we were able to support key marketing principles with numerous case studies sourced from WARC. It helped bring what could have been a relatively dry deck to life with recognisable brand successes from across a broad number of categories. It’s incredibly efficient to have such a wealth of insight in one place.

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