Packaging is constantly evolving, it has become much more than just a box to protect its contents. Product packaging has become a way to stand out against your competition, attract new customers, and a great way to communicate with consumers.
Your packaging decides, how your product looks or feels to consumers. Your packaging should give your consumers as much of an idea as is possible of your company’s core value. Highly effective packaging will create a connection with the consumer, it will also convey what the brand stands for. Creating a connection with consumers is one of the best ways to sell more of the product, and it will also help with customer loyalty.Having a well-designed package says a lot about a brand, one of the main things that it tells customers is that you care enough to take the extra time and effort to make your packaging the best it can be.
Every year, 95 percent of new products fail. The reason is simple: Most customers don’t have the time or energy to weigh the advantages and disadvantages of the products in their shopping carts, so they use a short cut to make their decision. That short cut is your product’s packaging. (www.inc.com)
To make your product stand out, says Inc. magazine, you need packaging that quickly communicates to consumers why your product is different. Great packaging can revive a brand without the need to change the product and even become a beloved part of the brand all on its own.
Packaging is powerful because it tells consumers why your product and brand are different. Apple is known for its clean, minimalist packaging. Great packaging is especially significant for growing startups because it can have a direct impact on sales and a company’s overall appeal.
Good packaging can make a brand, and bad packaging can put a brand out of business. It is important to understand what differentiates good and bad when it comes to product packaging.
Bad packaging often neglects many of the important factors that will make your packaging “pop” to consumers. Some of the biggest mistakes that brands make is not properly taking advantage of their packaging to get their message out to consumers.
Some of the other common mistakes that are made with packaging include wasted materials, non-recyclable packaging, bad use of colors and fonts. These things can all turn a package into an eyesore, and that will turn consumers away from your product and towards another one that has beautiful, recyclable packaging.
Poor packaging can have an even more dramatic effect. Australia recently instituted a plain packaging law for cigarettes. The government’s removal of packaging branding rights aimed to discourage young people from smoking. Not only can Marlboro not use its logo, but it also can’t use its typeface. The packages, covered with health warnings and graphic images that deter smoking, resulted in the biggest smoking decline Australia has seen in 20 years.
How can you make your packaging stand out from the competition?
- Know your demographic. Stark white and robin’s-egg blue won’t work for every brand. Consider Lowe’s Home Improvement and Home Depot. Their rugged brands speak for themselves with distinctive, masculine colors. Don’t be afraid to go bold.
- Make cheap packaging look chic and personalized. Good packaging doesn’t have to be expensive. Stephanieverafter, an online hair accessory boutique, packages its bows on simple cards in muted colors with stylish typography. It’s an inexpensive solution that gives each item a high-end feel.
- Make the package part of the experience. Part of the reason it’s so fun to un-box a new Apple product is that its packaging reflects the sleek, user-friendly experience of the product inside.
- Consider eco-friendly options. Packaging that’s recyclable or reusable is always a reason for a consumer to choose your brand over your competitor’s. In fact, 52 percent of people around the world make purchase decisions partially due to packaging that shows a brand making a positive social and environmental impact (www.inc.com). Puma has made great strides with its eco-friendly packaging that doubles as a reusable walking billboard for its brand. There are plenty of creative ways to go easy on the earth and differentiate your brand in the process.
Key elements to be considered when it comes to packaging:
- Color – Colors trigger an emotional response in most people.
- Logo – Your logo should integrate with your packaging. People should recognize youyr product with logo, that is the desired level of success.
- Tag-line – It is a chance to get your company message across in a few words as possible.
- Unique identifiers – This could be a unique shaped package, a character, or even a bow tied on the package. Having something that gives the product a little extra something will help it to stand out above all others on the shelves.
When packaging can break your business?
- In 2009, Tropicana, which is actually owned by Pepsi, ditched their trademark cartons with an orange on the front, for new and more simplistic design. Unfortunately the new design mirrored that of generic store brands that are not famed for the freshest, sweetest orange juice you can buy. Torpicana lost more than $33 million in just two months before they switched back to the old design.
- The intention behind Sunchips re-branding in 2009 was at-least morally sound.The company switched the material from which its bags were made to biodegradable plastic, meaning empty packets could be recycled. Unfortunately, even green consumers didn’t like the change as the new bags were extremely noisy, and after a drop in sales, the old bag returned.
- Gatorade – It made as the number one sports drink in late 90s holding a 93% market share, but it got a little too big for its boots. In one fair swoop, they changed everything- their logo, packaging and even name, they became “G”. The result was a 10% drop in sales and a slow fall from market dominance.
Remember, your product’s packaging is meant to communicate a purpose: what your brand stands for and what it means for your customer. Don’t miss this opportunity to create a lasting impression on the shelf and in the minds of your customers.