How has the design of cigarette packages changed? What about graphic warning labels and colours? And what about cigarette flavours? Cigarettes have been marketed for generations, but how did they differ from one another? This article explains the evolution of cigarette labels and packaging. Here are some of the differences. Read on to learn more. How Cigarette Packaging Evolved?
Changing design
Changing the appearance of tobacco products is becoming a popular trend among companies and retailers. But what does it mean to change the look of cigarettes and cigar packaging? What makes a package attractive to consumers? To understand why let’s explore the psychological and socio-economic factors that influence cigarette and cigar packaging design. Changing the shape of the package can make it more appealing to smokers, for example. But how can a tobacco company do this?
Tobacco companies invest substantial money into the design of custom electronic cigarette boxes. They also experiment with different combinations of design elements to create a distinct brand image, which includes a brand personality. The brand image a person associates with a particular brand is created through several factors, including product characteristics, advertising, promotion, and packaging design. The design of a package plays a pivotal role in this process since it is the point of reference for all other advertising and promotional material.
Graphic warning labels
A multi-institutional group of public health experts led by the University of California San Diego conducted a study to determine whether graphic warning labels on cigarette packaging are effective at reducing smoking. They randomly assigned 357 participants aged 21 to 65 to a group receiving standard US cigarette packs and graphic warning labels for one month. The researchers then calculated smoking-related deaths under different scenarios. They also varied the time of implementation and the effect on smoking cessation.
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The WHO Framework Convention on Tobacco Control (FCTC) recommends that all governments put graphic warning labels on cigarettes and tobacco products. However, only a third of the 182 countries ratifying the FCTC currently implement the policy. This is despite the fact that 77 million adults in Africa smoke cigarettes. In this region, the impact of graphic warning labels on cigarette packaging could have prevented thousands of deaths from cigarette smoking.
Colours
The colours on the packages of cigarettes are important marketing tools, as they are not only carried by consumers but also displayed at the point of sale. In a mixed-methods study, conducted in collaboration with the National Institute of Public Health, researchers found that pack colour is an important factor in increasing consumer appeal and influencing the perception of harm and flavour among adolescents in Mexico. The study was conducted in Spanish and English. The researchers noted that the darker the colour on the package, the higher the perceived harm caused by smoking.
The presence of a brand variant name on a cigarette pack can affect how consumers perceive the product. A brand name communicates desirable qualities, such as the popularity of the product among youth. One study found that almost three-quarters of brand variant names contained a colour descriptor. While some studies have shown that colours can influence consumer perceptions, they cannot be conclusively proven. The researchers, therefore, recommend using a brand name to communicate desired qualities.
Design
The design of cigarette packaging has an important role to play in the overall marketing of cigarette brands. The role of the packaging varies according to the restrictions placed on the other marketing mix elements. Tobacco companies spend a great deal of money and time on this aspect of brand marketing. The cigarette pack represents the whole product, and a successful design should reinforce the brand image. The overall appeal and design of the cigarette pack should evoke a desired emotion in the consumer.
One method of reducing consumer perceptions of cigarette strength is by using lighter colour schemes on cigarette packs. RJ Reynolds, the company that manufactures Camel Filter cigarettes, studied the effect of modifying their packaging to reduce the communication of the product’s strength while maintaining the brand’s current perceptions. They increased the amount of white space and lightened the brown colour tones on the cigarette pack, thereby creating a look of lessened strength.
Regulations
The Regulations for cigarettes and cigar packaging set minimum requirements for the appearance and design of tobacco products. Tobacco products may include a variety of promotional features, such as slogans, logos, and graphics, but they cannot suggest any economic benefits. In addition, tobacco products may not contain any advertising messages or symbols unless they are integral to the packaging, such as barcodes or labels. In addition, tobacco products may only include information about the product’s contents, such as the producer’s name, quantity, and contact details. The package should also carry the UK duty-paid mark.
To ensure the safety of tobacco products, the FDA should extend the restrictions it has already applied to cigarettes to cigars. The regulations should prohibit the sale of non-premium cigars in packages containing fewer than 20 little cigars. In addition, the FDA should reduce the tax disparity between cigarettes and cigars. It should also prohibit tobacco companies from manipulating the weight of their products. Finally, cigar and pipe tobacco manufacturers must comply with a minimum price for their products, which should be higher than their current market price.
