Advertising Value – ‘Packaging is more valuable than print.’
A few weeks ago, the packaging industry received what could be described as a striking message: The impact of packaging is stronger than that of print, according to the Fachverband Faltschachtel-Industrie (FFI) as for the first time, the FFI has developed a method to calculate a media equivalent value of packaging which makes it possible to compare packaging with other media channels. Grasp the fact, that this has been a first … worldwide and then begin reasoning: Is this a true packaging revolution or just another reminder that packaging is neglected as a proper communication tool? A little comment on that topic:
Gosh, what a statement. We did know it for a long time already, but now the Touchpoint-Study 2015 of the Fachverband Faltschachtel-Industrie (FFI) has confirmed it scientifically: Packaging is an advertising medium. Halleluja.
So officially, the shelf transforms itself from a mere storage space for lifeless shells into a unique multisensory playground of brands communication or ‘haptic content marketing at its best’ as Prof. Hans Georg Stolz, had to say on page 9 of the study paper. With regards to that, it is said that packaging happens to be more affective than print and that it is even able to compete with the unimpeachable king of advertising industry – the TV spot.
Excuse me, what? Packaging, print and TV are measured by the same yardstick? Yet, figures deliver numbers for everyone who has doubts: From purchase to disposal, the consumer gets in touch with the packaging of a product many times. Like that, a corn flakes pack can receive over 40 visual and haptic touch points that are of high value (approx. 31,5 visual touch points and 13,3 haptic touch points). Especially at home, the package raises brand awareness and supports the desire of a repurchase – a true scientific revolution as the study is literally one of a kind, worldwide!
In the end, what’s there to say as a packaging designer? It feels like living on the fast track … from the Stone Age right to the future … Now, the only thing that is missing is someone trying to persuade the world that the internet has become the prevalent medium these days.
Back to the future guys!
Yours,
Sandra & Laura
