Consumers are not only motivated by attractive and functional products but also by unique and compelling packaging. The use of color, texture, and typefaces in product packaging contributes to the way consumers perceive and experience a brand and its products. But nothing by itself is as powerful and persuasive with consumers as packaging shape. Brands with easily recognizable, iconic packaging designs have become ubiquitous in people’s lives and pop culture—and that’s even with the name and logo covered or removed.
The power of uniquely shaped packaging can’t be overstated for creating brand recognition and preference among consumers. This influence had been clearly demonstrated over time by brands in categories as diverse as fast food, snacks, jewelry, beverages, and condiments.
Here are several examples of iconic-shaped packaging that changed the trajectory of their brand success.
McDonald’s Happy Meal
McDonald’s golden arches are part of fast-food iconography, but applied to the design of the handle on the bright red box of their kids’ meals it puts unique brand packaging directly in the hands of children. Its packaging power brings joy and excitement to children as they anticipate what’s inside. It also makes adults feel nostalgic, bringing back memories of times when they themselves went to McDonald’s when they were kids. Over time, the packaging design has evolved, but its structure remains the same. It’s been one of their brand’s staples for 40 years and for good reason. Just say the words “Happy Meal” and you can immediately see the one-of-a-kind package in your mind.
Chanel No. 5
When Chanel No. 5 debuted in the 1920s. And today, more than a century later, both perfume and bottles are still considered revolutionary. The starkly faceted form and timeless, simple bottle design speaks volumes about its instant recognition and sophisticated, premium-quality brand perception. The famous No.5 bottle was designed by mademoiselle Gabrielle “Coco” Chanel. It has become a design lesson in modernity. In 1959, it was inducted in the permanent collection at the New York Museum of Modern Art.
Pringles stands out with its unique packaging in snack aisles jam packed with bagged chips and treats. Designed by Fredric Bauer in 1966, a chemist by trade, the iconic cylindrical cannister is not only uniquely shaped but creates an efficient storage method that protects the saddle-shaped chips from breakage. The ease of grabbing a Pringle from the can puts the focus on the food and the package, rather than on the hunt for a chip that’s all in one piece.
Create an iconic package for your brand.
Looking to create a memorable impression with your packaging? Shape is a powerful way to create excellent customer experience and emotion. Contact CMG Plastics and take your brand to the next level with a one-of-a-kind custom rigid plastic package.