We concluded that the package should accurately reflect the product. Do not try to make gift package cheap funds for washing toilet-user will be plunged into shock and not buy such a product, packed as expensive cologne. The same things are only to the nearest contrast, appears to us in the other situation where a manufacturer or seller expensive product skimp in invests in the development and production of packaging.
Consumers are eager to him "nicely done" if he spends a lot of money to acquire any not cheap goods. And be very good but three remarkable, prestigious and valuable, he, unfortunately, depended on the shelves of stores, as has in poorly, cheesy package.
Communication feature package is the fun begins. This applies especially to those products that are inconceivable without packing and packaging which is almost the dominant role. This product is primarily cigarettes. They are talking. And with regard to cigarettes, the package bearing the load image is more important than its content. Cigarettes are very good image.
Each advertisement has a very strong image load, each advertising message calling become to a certain lifestyle. And despite the fact that on mature reflection, we realize that not all Marlboro smokers ever seen in the live horse, and many smokers Camel great work with a rise of stairs to the second floor (which we are getting there and turbulent flows:) that image is the dominant value in selecting a brand.
The fact is that in the popular consciousness steadily establishing a stereotype associated with a product, because around produce a myth. And it is this myth rather than consumer goods properties play a central role for the consumer.
As proof of this conclusion, I would like to give an example from the history of Camel brand. Appearance stack Camel sign, I think even non-smoking friends. It should be noted that he has remained unchanged for many years. The results of the continuity there firmly emerged brand image, 100% awareness, the highest popularity. But this now flourishing mark, has not escaped some troubles in the course of its history.
The fact is that in the late 50th and early 60th worldwide, a clear trend to change brands of many products and many corporate design company as a whole. It has been a period of rapid business development. Many companies replaced their old brands to the more modern, thinking (often rightly) that reflect the magnitude, modernity and the new directions of their activities. But not all the changes were needed.
Moreover, they often brought more harm than good. It happened with the company and R. J. Reynolds, when it lent general trend, she tried to change the appearance of one of their products, namely cigarettes, Camel cigarettes. Changes were that had to be modified font package removed two of the three existing pyramid and a general upgrading of the external shape of the package. These changes were to occur gradually, in phases.
But after the first phase was completed, which is conclude to remove one of the pyramids and change the font, the company hit barrage of complaints from consumers indignant, sales fell rapidly and the company has suffered losses. After such a bad experiment former appearance was immediately restored and the company refused to such actions refused. Since then package "Camel" remains unchanged to this day.
And another example of the history of that brand, namely, advertising cigarettes Camel season 1993-1994. It is a new emphasis has been put. Advertising spots more than glorified courageous man transcends rapid rivers and tearing through tropical forests. In this campaign mark "Camel" entirely changed the image.
But despite the new spots collected an enormous amount of awards and prizes in various festivals (including the Art Directors Club Awards and Cannes Lions festival), they did not have the proper effect on potential customers. Humorous animated spots replaced brave hero, desperately struggling with the elements. But the effect they produced was not the best for the company R. J. Reynolds.
Sales of cigarettes "Camel" was rapidly declining and studies have shown that those people who impress image of a brave hero was not ready for such a change in brand image and many of them changed the "Camel" to other cigarettes.
All of this is easily explained - the courageous hero should not look ridiculous. Pack of cigarettes "Camel" lost in the eyes of the smoker’s symbolic value, which it had, claiming its holder to "these men".
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