These days we have a desire to identify ourselves by what products we use and what those brands stand for. For instance, consumers of Apple products buy them for the great innovations, but they are also buying into the trendy persona that is “Apple”. By using stylish and trendy products such as the iPhone, iPod, and iMac, YOU feel stylish and trendy.

Examples of becoming what you buy:  Those who buy GUCCI are seen as wealthy, high-class, and fashion forward. People who by NIKE or UNDERARMOUR are seen as athletic, jocks. Harley Davidson riders are seen as tough, non-conforming, and powerful.

A significant number of consumers are buying for this brand personality - you want to be hot, you buy hot products, this is why packaging is fast-becoming the most-favored marketing tool. Of course there will always be people who buy for the price, but the majority of consumers still have certain products they will ALWAYS buy for the ‘personality factor’.

To be successful in the marketplace now and into the future, brands need to focus on what sets them apart in the marketplace – and using package design to deliver their message is essential in the success of any brand. Consumer culture is at a turning point, and today, consumers are less interested in purchasing products to meet their basic needs. They are seeking out all opportunities to engage with brands whose ideals and character satisfy them on an emotional level.