1. © Anthony Testa / Testa Concepts, www.testaconcepts.com 1826 McCallum Drive, Ottawa ON, K4A 3T7 1
Where Vision become Real
Packaging… Real Brand Value!
Marketplace competition is stiff!
So how can we get customers to purchase our products?
Great packaging!
Nothing gets a customers attention like an outstanding package design.
At the point of purchase, packaging is the direct link with the consumer.
Packaging appeals to you customers sense of style and desires to help
them make a decision.
Marketing and advertising play their roles, but neither is as close to your
product when the decision to purchase (shopping experience) is made at
store level. Packaging, draws in the consumer and changes their view of
our brand, to make that purchase.
So we need to think about our packaging and the choices we make when
we package our product. If the packaging is not drawing attention nobody’s
buying our product!
Great packaging design supports the brand and in many cases creates the
brand. Weather your packaging is for the consumer retail or business to
business it will reflect a brand. Know your market well and you will have
good penetration. Also a good design will continue to work for years to
come, building loyalty along the way. So know your customers well!

2. © Anthony Testa / Testa Concepts, www.testaconcepts.com 1826 McCallum Drive, Ottawa ON, K4A 3T7 2
Everything from no name brands to high profile brands are intentionally
packaged to fit a specific marketplace. They are branded and then
designed to fit that branding.
So if yellow is your favorite colour and you think that it’ll make a great
statement, you better think about what message your product will be
sending and to whom?
Proper branding and packaging will catch your consumers eye, see your
profits soar, and build brand loyalty.
Packaging job is to …sell your product! …Sell your brand!
In today’s market place especially with consumers cutting back on
spending, don’t discount the importance of a cohesive packaging marketing
strategy. Don’t think as packaging as an after thought (something to put
your product in). Include your packaging in parallel with your product
development. This way you can have real brand cohesiveness from
packaging to product.
You need to get the customers attention…people shop by looking for
solutions to their problems whether it’s a cleaning product or a cosmetic.
They will make their purchase decisions in 2.6 seconds. Great packaging
can help your customers make that decision in your favor!
The large consumer brands are continually trying to find out more
information about the Shopping experience, how people shop, how they
decide to purchase, and why specific products or brands. They then
implement a strategy and design packaging that delivers the perfect
experience; one emotionally connected to your target consumer!

3. © Anthony Testa / Testa Concepts, www.testaconcepts.com 1826 McCallum Drive, Ottawa ON, K4A 3T7 3
So here are a few points to consider when packaging your product
1. What’s your market?
2. Who is the competition?
3. What is your unique selling proposition?
4. Price points?
I suggest hiring a packaging design professional to get the process right…!
Don’t skimp when it comes to packaging, you’ve taken the time to
develop your product be sure to spend time and develop your packaging.
Remember, your packaging is what’s on the shelf in the store. If it’s not
developed properly people will pass it by, and so will your profits. If you
don’t think that packaging your product is important think again.
To capture your unfair market share, an intelligent packaging strategy
should form the central component in a company's marketing strategy.
Apple understands the connection between people and packaging.
"Apple has an understanding others don't, that there's an interface between
people and the packages that happens before you even reach the
product,"..."What kind of experience do you want your customers to have
with the package?"
Laura Blix - Assistant Professor
Michigan State University
School of Packaging
That’s real packaging power!