General rules for packaging design and evaluation

Alejandro Salgado-Montejo, David van der Woude, Paula Ximena Triana and María Alejandra Mendoza

Study that identifies four general rules of effective packaging.

When we think about product packaging, many different dimensions of a business come to mind: ergonomics and usability, regulations, production, sustainability, material science, brand positioning, design, trade marketing and product experience. The packaging of the product, then, is a vehicle for the product and the brand; it goes beyond protecting and transporting the product. It is a sensory transmitter, a space where expectations are generated (Salgado-Montejo et al., 2017). There is evidence that packaging can outperform other brand assets (e.g., advertisement) in generating purchase intent (Fajardo & Townsend, 2016), and is generally present across the entire consumption experience, underscoring its...

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