Why is packaging important?

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Packaging can may or break your ability to get your message across.

Many of us assume that content is all important. So, for example, a menu just needs to tell a customer what's available to eat. A poorly presented menu will discourage people from eating. However, a menu presented in an attractive way can dramatically increase sales and profitability. What applies to menus also applies when presenting a business plan, ad, resume, business idea, web site, or anything else you use to communicate with others.

Since packaging often depends on your target audience, your products and/or services to reflect your brand. Advertising foods to teenagers is different from advertising foods to those with young families. Ad agencies are acutely aware of this. The same is true when sending a resume for a person to read or a machine to scan.

Packaging sometimes costs nothing. For example, to use a more attractive font in a document. At other times, it costs a lot to reach a TV audience with a professionally produced video. This is the reason why it is worthwhile for a company to have its own letterhead and quality paper when sending out documents.

Packaging includes things like colour, arrangement, font, simplicity, graphics, video, sound, and branding.

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