Why is consumer product packaging still viewed by many as a billboard?

For its primary purpose, to stand out on the retail shelf with bold graphics and brand color? For its reason for being, to contain product? Or, to entice the consumer to pick it up and purchase it rather than competitors' products in crowded retail environments?

It's time to change this prevalent thinking. Packaging as a billboard is yesterday's idea. Today, we need to think beyond packaging as advertising space. Yes, it is essential to get, and keep, consumers' attention in retail environments. It's also true that packaging has to refer back to the brand and communicate that brand's unique attributes. But does it really have to shout to do that? Or, is it better to whisper? In the midst of the chaotic din at retail, what are consumers more likely to notice?

Here's my point: Consumers are far more sophisticated now, and they are looking for something they can relate to. That something is packaging that is so well-designed that consumers want to interact with the brand it represents over and over again. Rather than containing mundane products consumers need to use, consumer packaging can deliver something so extraordinary that it adds enjoyment and pleasure. In this scenario, the package becomes a value-added perception for everyday items—so much so that it never gets tucked away.

Rethinking package design can lead to an all-important Second Moment of Truth (SMOT) with consumers—when they interact with the product. Adding a new aesthetic to functionality can bring success at the SMOT.

Look what is occurring at Procter & Gamble. Being customer-experience oriented, P&G marketers realized that consumers were using Febreze in experimental ways in their homes. As a result, Febreze air fresheners, plug-ins, candles, and ingenious pairings with other P&G detergents and household cleaners came about. Febreze is now poised to become a billion-dollar brand for P&G.

Now, P&G has leveraged its design-forward mentality to launch the Febreze Décor Collection to rave reviews. Stylish, clear packaging, with beautiful botanical or raindrop graphics, makes the latest Febreze line extensions stand out on shelves. Fresh aromatherapy scents are captured beautifully in soft graphics that whisper to consumers.

There are no billboards here. In laundry-care aisles packed with splashy, bold, and primary-colored billboard packaging, the Febreze D�cor Collection is, literally, a breath of fresh air. It's easy to spot on shelves, and it connects quickly with consumers. The threshold for the First Moment of Truth—when the consumer chooses the product—is easily met here.

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