Designing a Premium Package: Some Guidelines for Designers and Marketers

Abstract

Because a premium image is of critical importance for many A-brands in Fast Moving Consumer Goods (FMCG) categories, it is important for both designers and marketers to have a comprehensive understanding of the package characteristics that can evoke such a premium perception. The present research integrates knowledge from design research and marketing research to enhance the understanding of the role of packaging design in shaping consumers' product perceptions. In two studies using water and chocolate as product categories, we demonstrate that designers should consider four premium cues (extraordinary differentiation, high quality of packaging materials, minimalistic design and authenticity) as important guidelines when designing a premium packaging. When these premium cues are implemented in a packaging design, consumers will recognize the product as a superior, high-quality product that is worth a higher price.

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