Question

Apple uses easy-to-open, clean-lined, well-designed packaging for all of its products. It is one of the distinguishing marks of its branding. By designing and creating such distinctive and pleasing packaging, what does Apple inspire in its customers?

Answer 1

Apple has created a brand that carefully and thoughtfully elevates its products to brilliant gems that enhance our lives and reflect so much of ourselves that we aspire to. Apple is like Vincent's Entourage to our Turtle, it's the brand we love to hang with because it makes us cooler, more interesting and more vibrant and glamorous in our lives. And just as the iPhone, iPad, Mac and iPod represent everything the brand stands for, the packaging also retains much of the brand's aspirative aura.

Beautifully designed packaging is capable of attracting attention, engaging and creating curiosity, encouraging customer consideration and testing, and imbuing the product with a sense of brand mystique inside. But this kind of packaging that is carefully hoarded is more than that. This type of' brand legacy' reflects all the hard work done upstream to create such a high level of brand affinity that the packaging represents the product's esteem and value.

What is inside the package strengthens this sensory association: something that is elegantly packaged, cleanly built and simple to use. You have certainly researched the specs of the device and read reviews from dozens of other users. But a visual and emotional response comes with the experience of buying anything with an Apple logo–a sensory experience.

Answer 2

Brand loyalty