Exhibit 14.1 Consumers perceive the pack as the product.
Think of a product. For instance, Coca-Cola.
The image that usually comes first to mind is the pack. Which is why packaging plays
such a crucial role in building the brand’s image and in driving sales.
Packaging encounters the consumer at a critical moment — the
moment, at the shelf, when they are about to make a purchase decision. This
is when the packaging must sell the product. It is not only an essential
component of the product but also a form of advertising. Good packaging
augments advertising efforts in building brand equity and generating sales,
while inferior packaging can weaken brand performance.
As media advertising has become more fragmented, and media
costs have increased, brands are relying relatively less on traditional media
for advertising support. This increases the importance of packaging as a key
element of the advertising campaign.
Packaging not only communicates the product’s features and
benefits but also helps the brand stand out on the shelf, increasing the
chances of a consumer choosing it over its competitors.
Consumer research supports marketers through the stages of
development of packaging including review, exploration, screening and
optimization, and validation. It helps them identify the functional and
graphic elements of the design that break through the visual clutter on-shelf,
improve the communication and strengthen the brand’s image.
