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29 Jan 2013

Creative Packaging - The importance of knowing your audience

Following on from one of our previous blogs, our top 5 creative packaging tips, we promised we would delve a little deeper into each of these areas. So for this blog, our top tip is - Know Your Audience.

So who is your customer?

Make sure you do your research and take the time to understand your target market. A packaging design that is misaligned with your target market could have a major impact on your marketing activity. Knowing your target audience will make your design decisions easier, ensuring you capture the essence of the people you are marketing to. An essential product is bought out of a need (or price) but a luxury item or gift is bought as an indulgence, a treat or for the feel-good factor, so make sure your creative packaging reflects this. Product packaging plays a key role in the customer experience, so your creative packaging must create a positive and feel-good experience. 

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