As a component of your brand’s marketing strategy, first impression is essential. Especially when you only have about seven seconds before a decision is made. Time cannot be wasted!
That’s indeed the amount of time brands have to make a positive impression on a potential buyer. So the questions is: how do you create an eye-catching, attention-grabbing piece that that will move them to choose your product over others?
The answer is photography. And it is changing the face of packaging. Let us explain you why.
Photography tells an authentic story in a snapshot
During the decision process, when a consumer makes a purchase, they are looking for more than just a physical product. Basically, clients are seeking to fulfil a need. What increases their likelihood of buying is truths that resonate with them and often, a human connection.
Photography has the power to make that happen, by featuring real portraits of who or what is actually behind the product, giving more authenticity and accessibility to the brand. Hence, when a shopper is picking up a bag of potatoes, they are doing more than just that, they are actually interacting with the face of a person who has taken the time and effort to bring this to them. Photography has the ability to create a beautiful emotional hook on a simple piece of packaging.
Photography can change something ordinary into an incredible design. It can make food products mouth-watering and attractive. This phenomenon is of course especially true in food packaging.
Celebrity chefs such as Jamie Oliver, Michelle Bridges and Kylie Kwong do it well by featuring fresh, colourful produce alongside their amazing creations and portraits. In these cases, photography adds honesty, trustworthiness, and that personal touch to the entire purchase experience.
At the recent Pacprint 2017 Expo, HP collaborated with award winning photographer, Andy Stavert and global leader in brand packaging deployment, Schawk, to treat early event registrars to a uniquely personalized free wine bottle. The organisers contracted Andy to shoot the picturesque street art of Melbourne, especially a giant mural created by Pzor and Jetzo, two of Melbourne’s most famous graffiti artists.
Using HP’s Mosaic software, the team created 5,000 personalised wine bottles which featured a unique piece of the mural that was photographed. The idea served as a reminder of the disruptive, impactful nature of design and photography, and how, when both are combined, have the incredible ability to enable its audience to rethink the face of packaging. The result of the initiative was a 20% increase in early registration rates.
Whether you’re selling wine, cars, cakes or even a pool cleaner, the truth is your packaging reflects your product and brand. If you want to stand out, be unique and tell a crafted story through imagery, photography is the answer in giving your packaging that perfect facelift.