It is well known that packaging has a direct impact on sales, most notably in influencing purchasing decisions at the point-of-sale. It has also been established that a unique package can be an effective weapon in gaining a consumer’s consideration, influence a consumer’s perception of the product, and build brand recognition.
True or false – holography is expensive to incorporate into package design? True or false - holography is a cost effective way to increase sales? The answer is that while holography somewhat increases the overall cost of producing a package, the return on this investment favors the use of holography. To understand the benefits of holography one needs to examine the cost versus sales potential and total return.
The addition of holography on packaging adds to the perceived value of that particular product, while also giving it an added dimension of distinctiveness. This is due in part to the fact that holography allows designers to create visual effects that are difficult to achieve with other technologies. So even though the cost of adding holography may increase the production cost of the package -- this cost is offset by the additional sales of that product.
One only has to walk down the toothpaste aisle at their local grocery store to see which packages come to life, and which ones fade into the background. SmithKline Beecham, Colgate Palmolive, and Aquafresh are just a few of the companies who recognize the added value that holography plays in package design and perception.
At one time, holography was used only on luxury items such as perfumes, high-end spirits and other premium good packages. Today, however, holography is used on everything from personal healthcare products, to beverages, to sporting goods, to cosmetics, to pharmaceutical products. Companies have discovered that holographic packaging helps to differentiate their products at the point of sale, heightens the success of new product launches, allows brand owners to gain market share, and/or keep their leadership market position by establishing a stronger brand identity.
Holography allows you to create innovative packages. Innovative packages break through the clutter and send powerful signals to consumers. Getting the attention of the consumer is a critical step in garnering a sale. Studies have shown that you have a much greater chance of selling something when a consumer stops to look at it and holds it. Holography says “hold me.”
If you are looking to enhance a product’s visibility, along with its retail presence, then holography is the flexible, multi-medium process that allows your brand to shine through and help move more units off the store shelf. So, do the benefits of holography outweigh the costs? Packaging does have a direct and significant impact on sales revenues, and sales revenues have a significant impact on marginal revenue. Holography can provide the visual impact on a package that leads to increased sales and profit, and justify the moderate increase in costs. As we all know though, there is only one way to measure success – results. Holography delivers just that. |
