Whether a service sector organization or manufacturer of products utilizing corporate identity, collateral, product, technical, instructional or merchandising graphic materials, enhancements such as foil stamping, embossing and diecutting, used in conjunction with good design and execution, add real value in the following ways.
- Increase visibility
- Build on an image of professionalism and leadership
- Enhance aesthetic appeal
- Improve brand awareness and differentiation
- Enhance the perception of quality
- Increase product expectations
- Heighten purchase intent
- Build price expectation
- Add security
- Improve sales and return on investment
But how do we know that graphic enhancements do indeed add value? Is this measurable and quantifiable? These are questions, and good questions, asked by intelligent buyers in today’s market.
LPI addressed these questions head on while cultivating folding carton and packaging business in the retail food, cosmetics and pharmaceuticals industries over the past several years. Perception Research Services, Inc. conducted extensive studies in 2004 producing definitive results that were featured in an article in Brand Packaging. The following is a small excerpt from this study.
For years, foil stamping has been associated primarily with promotional or seasonal packaging, or perhaps the initial rollout of a new product. Although foil is widely assumed to increase “shelf pop”, the incremental costs have prevented many companies from using foil as a long-term packaging strategy. Part of the problem has been the lack of hard evidence to justify the investment in foil – and there has also been a concern that foil stamping could be perceived as a “gimmick” that would detract from brand perceptions.
To address these issues – and to better understand how to best utilize foil stamping – Perception Research Services, Inc. recently conducted a large study (of over 1,500 shopper interviews) that explored the use of foil stamping on packaging across seven (7) product categories, including food, beverage, health/beauty and personal care products. The results confirmed that foil packaging can “add-value” across many categories and dimensions of packaging effectiveness. They also illustrated that foil stamping can be used to successfully address a range of fundamental packaging challenges.
- Elliott Young, Perception Research
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How to stand out in the market? That is today’s marketing challenge. Potential customers want to be informed, involved and perceive real value quickly in creative and engaging ways.
Enhancement services are powerful tools to do just that. Make a quick visit to any retailer or look at high quality identity and collateral materials to reveal the growth in the use of enhancements specifically for building brand differentiation.