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17 July 2020

Packaging renders bring brands to life and drive performance both in-store and online. Here’s how…

Packaging renders are part of Equator’s holistic approach to packaging design. We understand how components such as design, infographic design, editorial photography and renders work harmoniously to create a consistent, sharp and compelling appearance no matter where or on what device your product is seen.

Our expert design teams create bold and captivating digital renders, and leverage the strength of our network of our global studios to deliver at sector-leading speed to market. 

For better or worse, the global FMCG marketplace has experienced a digital leap forward as a result of the pandemic. With technology front and center during the outbreak, online grocery – particularly the ability to order via smartphone – is in the spotlight. Consumers who are homebound or anxious about in-store shopping want to purchase their essentials easily without physically venturing into a supermarket. Some e-commerce demand is expected to fall after lockdowns are lifted, however confidence in using e-commerce platforms is on the rise – and so is the role of online shopping in our day to day lives.

Websites and apps don’t just enable purchases, they do a lot of the heavy lifting in marketing and raising brand identity too. As e-commerce continues to evolve, overall performance in traditional bricks-and-mortar shops stand to be greatly impacted by each brand’s digital presence. In fact, research has revealed that 50% of offline grocery sales are influenced by digital, thus the importance of your digital footprint can’t be understated… and the look of your product on digital is at the heart of this.

Brands must be digitally ready to meet these shifts in consumer behaviour, and therefore packaging design which can seamlessly translate into digital ready content is a must. In addition to demonstrating that the brand is rooted in one vision, optimised imagery connect the shelf with online, leading to a consistent, value-added experience.

 

How packaging renders support value perception

Consumer perception of private brand on the whole has experienced real elevation over the last 10 years, and while we know that private brands perform well in economic downturns, shoppers do not want to feel as though they are being forced to shop at a certain retailer or within a particular range or tier. Private brands have an opportunity to create normalcy and inspire shoppers towards positive loyalty, by making the act of shopping engaging and providing them the new products, food and drink experiences and sense of value they crave.

Consistency across asset creation and deployment is vital, since migrating logos, blur and color variance have the potential to create a negative impression of the brand. At Equator, we deliver optimized imagery, and since our photography teams are in-house, we operate as a single team to ensure each component fulfils the needs of the brief completely. 

While product packaging has to tick many boxes, from customer navigation to the story of the product’s origin, to showing the product in use and communicating its benefits, perhaps packaging’s most important function is to show how the brand delivers on its promises around quality and value.

Flawless packaging renders help to give the brand a consistent look and feel which supports the perception of value. Optimised renders also provide:

  • Crisp saturated graphics and colors, even on transparent materials
  • Views of the product in appropriate angles
  • Avoidance of unwanted highlights of soft structures, which can give a sharp look in photos
  • The ability to combine photo with render where needed
  • Callouts of key points of difference
  • High quality visuals that enable brands to tell their story and engage consumers

Online shopping may be a dream in terms of convenience, but by its nature it leaves a gap in experiencing the brand. E-commerce does not satisfy customers’ desire to see, feel, smell and experience the products through their own senses. This makes the product imagery even more critical in enticing shoppers, as brands rely on visual channels to “stimulate” these senses.

This challenge is at the core of imagery, and the more optimised and crisp the images look, the better the brand’s capability to stand out, appeal and entice. As we emerge into a world ever more driven by digital, that ability makes all the difference.