Pre-purchase advertising relies a lot on the product packaging. When it comes to large fast-food brands like McDonalds it is easy to recognise the logo and make purchasing decisions based on the presence of outdoor advertising like street signage. But McDonalds relies on food packaging to influence the market even when people are very far from any local branch.
Customers buy a McDonalds burger, and then they consume their product in public, at home, or even in the office. People see the burger box or the paper packaging, and those people in-turn build an association with the brand. Modern food packaging must not only be aesthetically pleasing and covered in product branding, but modern packaging is created for the millennial. For this reason, it needs to tick a few more requirement boxes. Products are marketed for a generation that expects engagement and sufficient distraction. The longer they engage with product packaging the more likely they are to build and association.
Both McDonalds and Burger King are kicking off their 2016 food packaging rebranding, which began for McDonalds as early as 2014, and both brands are ensuring that their food packaging will be more user-friendly. This will all be done while ensuring that the food packaging remains iconic. The packaging also needs to remain relevant for people all over the globe, ensuring uniformity over thousands of stores.
In conclusion, what does this say about the requirements for food packaging in the modern day and age:
- Food packaging needs to constantly evolve.
- Food packaging needs to still represent the brand. It needs to remain iconic.
- Packaging needs to be both engaging as well as distracting.
- Food packaging must be developed to improve on user-friendliness.
If you are in the food industry and you require professionally manufactured food packaging, make sure that you contact Design Packaging & Tapes. We supply and manufacture a number of products for use in the food industry. From customised die-cut corrugated cardboard boxes to customer-spec plastic products, Design Packaging & Tapes has the food packaging solution for you.
