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In order to reduce this confusion<br />
and stand out, you, as a brand,<br />
need to have a stance. Today, value-added<br />
products are on the agenda<br />
in our country. Considering<br />
all the communication channels<br />
to change the quality perception<br />
of products, the point where you<br />
can reflect the highest value at the<br />
least cost is the packaging design.<br />
It is not enough to produce any<br />
product well anymore. What kind<br />
of brand promise and design you<br />
present the product with is much<br />
more important by the consumer.”<br />
“It is possible to increase<br />
sales by 100 percent with a<br />
change in packaging”<br />
Bürkan Çiftçigüzeli notes that we<br />
are witnessing more and more<br />
examples of brands that increase<br />
their sales from 30 to 100 percent<br />
only with packaging change. Explaining<br />
that packages with interesting<br />
designs and ease of use are<br />
needed to differentiate in the packaging<br />
design market and attract<br />
attention on the shelf, Çiftçigüzeli<br />
made the following statements:<br />
“Packaging that offers practical benefits<br />
such as ease of carrying and<br />
storage is a reason for preference<br />
for the consumers. Hygienic and<br />
protective packaging, especially in<br />
food products, creates confidence<br />
in the consumer and has positive<br />
reflection on sales. Packaging<br />
design is a design discipline that<br />
we, as B12 Creative Branding,<br />
have worked on for many years<br />
and received awards. It is also one<br />
of the most important working<br />
areas by our agency. As a team, we<br />
always make a shelf trip wherever<br />
we go, both at home and abroad.<br />
We examine different packaging<br />
designs together. For example, we<br />
were both happy and surprised to<br />
see our new design abroad, while<br />
we had not yet seen it in Turkey. In<br />
addition, we also review the work<br />
in the publications and blogs that<br />
we regularly follow in this context.<br />
We enthusiastically welcome each<br />
design project in our office, personally<br />
check the competitors on the<br />
market shelves on-site and collect<br />
information about them. While<br />
performing our competitor analysis<br />
and shelf analysis, we look at<br />
how these will create ownership<br />
in the eyes of Turkish consumer<br />
and try to measure some of the<br />
effects. We definitely offer all the<br />
design elements that we believe<br />
are correct.”<br />
Her tasarım projesini ofisimizde<br />
heyecanla karşılıyor, konu ile ilgili<br />
rakipleri bizzat yerinde market raflarında<br />
inceliyor ve onlar hakkında<br />
bilgi topluyoruz. Rakip analizleri<br />
ve raf analizlerimizi yaparken<br />
bunların Türk tüketicisi tarafında<br />
nasıl bir sahiplenme yaratacağına<br />
bakıyor ve bazı etkileri ölçmeye<br />
çalışıyoruz. Doğru olduğuna inandığımız<br />
tüm tasarım unsurlarını<br />
mutlaka sunuyoruz.”
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