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Packaging is how brands enclose or protect products for distribution, storage, sale, and use. Packaging also has functional roles like helping people use the product or conveying essential information. From a marketing point of view, physical and graphic design are important ways to convey the brand's message and identity, to attract attention at point of sale and to encourage potential buyers to select and purchase the product. Pack size can also be important to create attractive price points.

Key Reading

Important papers from across the Warc database

In the age of information overload, the role of design is often to simplify unnecessary complexity – such as improving a user journey, making complicated data easy to understand or making decision-making effortless in a supermarket.
Frameworks for measuring the value of design must be simple, focused and widely understood.
Guidance on using packaging to create standout for brands and drive purchase consideration.
How packaging influences consumer responses using the Four Moments of Experience framework.
Evidence shows that copycat brands are disrupting consumers' search and decision-making process.

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