Packaging exists as an element of mass communication in the marketplace. The consumers experience symbolism derived from the custom mailer boxes without engaging in the actual purchase and usage of the product. This type of mediated experience generally takes two forms. First, the processing of packaging information at the point of sale; and second, the processing of packaging boxes in advertisements and promotional communications.
The wholesale mailer boxes are often featured in advertising spots. A significant part of an advertisement is devoted to featuring the packaging. For new products and products that have received packaging updates in design, the advertisements tend to feature the product even longer. Both of these forms of mediated experience can deliver brand and product meaning due to the shared social purpose innate to elements of package design.
A review of package design fundamentals revealed the communicative power of this product attribute. Packaging design is generally divided into two categories, graphics, and structure. Both graphic (e.g., color, typeface, and brand logo) and structural elements (e.g., shape, size, and materials) have the capacity to connote symbolism, as these attributes often share a distinctive public meaning in a culture.
Experience of Colors on Wholesale Mailer Boxes
The colors of the custom mailer boxes provide brand identification and visual distinction. They produce emotions and associations that reinforce a brand's benefits and symbolism. For example, noting the intense red carton color of Brillo brand soap pads, the Packaging Republic's packaging experts commented that red is a high-energy, action color that reinforces the product's refreshing and cleansing action. An optical brightener is also used on the brand's packaging ink. It provides a glossy look that conveys the product ethos and benefit of "squeaky clean." Individuals experience color in wholesale mailer boxes at three different levels. The three levels are physiological, cultural, and associational.
Physiological - The physiological response is universal and involuntary. For example, the color red speeds the pulse, while the color green slows it down.
Cultural - The cultural experience relates to visual conventions that have been established over time in various cultures and societies. For instance, the color black evokes the impressions of wealth, sophistication, and elegance in Europe and the United States. Read more about the UK times.
Associational - The associational experience reflects the packaging color expectations for a particular product category and product due to marketing efforts over time. The element of color has the ability to: facilitate recognition of different types (e.g., bright colors relate to detergents, whites for medicines); communicate product positioning (e.g., black and gold symbolize prestige, elegance, wealth); serve as a code within a category (e.g., yellow refers to lemon in detergents, blue to peppermint, green to menthol in candy); and serve as a cue for abstract
Packaging and Brand Identity
The move to overhaul Pepsi's package in the mid-1990s illustrated the integral relationship of packaging and color with brand identity. This move was necessitated by a need to distinguish the brand from Coke's ubiquitous red color and by a concern that Pepsi's current package conveyed a meaning that was incongruous with Pepsi's youthful positioning. The conversion to an iridescent blue background with a "sea-of-ice chunks" design resulted in imagery that management felt was commensurate with the product, meaning refreshing and dynamic in a stylish way.
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