Are you looking to announce a brand new product? No matter how effective your product is, you need to make the consumers know about it. And a big part of sending a clear message is through the packaging.
Recent surveys revealed that brands are keen on spending more on product packaging. The respondents believe that the quality and presentation of their packaging play a crucial role in the success of their respective brands.
A huge chunk of a packaging’s success depends on the design. Since you want your product to attract consumers instantly, you need to customize the packaging with the right elements in mind.
How do you do it? How can you turn a good product into a great one through its packaging?
Continue reading below to find out how.
Table of Contents
- 1 The Impact of Packaging
- 2 1. It Makes You Stand Out
- 3 2. It Helps Influence Customer Decisions
- 4 3. Helps Your Marketing
- 5 4. Boosts Brand Recognition
- 6 The Keys to Effective Product Packaging
- 7 1. Understand Your Audience
- 8 2. Shelf Location Matters
- 9 3. Find the Right Suppliers
- 10 4. Work On Your Budget
- 11 5. Work On Your Design
- 12 Improve Your Marketing Efforts
The Impact of Packaging
If you want to break down packaging, you will arrive at two main functions. First is maintaining the product’s overall quality. This is evident, especially in food products.
Since food is perishable, companies use specialized packaging solutions. An overwrapping machine produces overwrappers for food inside square or rectangular packaging.
The other function involves marketing. Product packaging doubles as a marketing tool. Its primary goal is to make the product more appealing to prospective customers.
Let’s take a look at how packaging can impact your business.
1. It Makes You Stand Out
This is perhaps the biggest reason why you need to focus on your packaging design. Excellent packaging can help make your product stand out above the rest. This is crucial especially if you are competing with companies offering similar products.
You want captivating packaging. You want to present your products in a way that easily connects with your target market.
But this is no easy task. You need to determine the proper approach for your packaging. Should you go bold on the colors? Or is a simple and straightforward packaging more effective to your target customers?
If you can, you may also want your packaging to tell a story.
2. It Helps Influence Customer Decisions
The patterns and colors that you incorporate in the packaging also affect consumers. These elements influence the latter’s buying decisions. This is because some colors are more pleasing to the eyes than others.
For example, the color yellow creates a calm yet happy vibe. On the other hand, red generates an aggressive and impulsive tone. Also, combining different colors affect buyer moods and emotions.
Combining pink, light blue, and navy appeals to consumers on a budget. A combination of orange, yellow, and red attracts impulse buyers.
3. Helps Your Marketing
We mentioned earlier that your product’s packaging is a marketing tool in itself. The packaging can serve as your canvas. It is a medium where you can convey a message to consumers.
By using the appropriate designs and colors, you can appeal to consumers’ emotions. You can make them smile. You can also remind them of a fond memory.
In turn, the emotional connection may prompt them to buy your product.
4. Boosts Brand Recognition
Last but not least, packaging can help increase brand recognition. The packaging is a platform where you can showcase your company logo. It is a tool that lets you use the colors that represent your brand.
In turn, the packaging helps create cognitive recall. It helps boost brand recognition.
The Keys to Effective Product Packaging
Knowing that packaging can impact consumer decisions is not enough. You also need to learn how to make your packaging more effective. Here’s how you do it:
1. Understand Your Audience
First, you need to know who your audience is. You need to understand your target market by considering their demographic background.
Your goal is to identify the right market that will want to buy your product. Thus, you need to know their specific needs and how your product can help address the latter. Also, you want to familiarize yourself with their buying habits.
Thereafter, use the information to customize your packaging.
2. Shelf Location Matters
Consider the in-store location where you want to showcase your products. The elements surrounding the location of the display will affect your choice of packaging.
If you are selling frozen food, you will likely display them in a stand-up freezer. If you are selling toys and accessories, you will either hang or peg them on a rack. Find out the risk factors that may damage your products.
Are your items sensitive to moisture and sensitive? Customers will want to buy something that looks fresh.
3. Find the Right Suppliers
Next, you need to find the right packaging suppliers. This can be tricky considering the different options available.
Thus, you can use these four important aspects as your guide: reliability, stability, credibility, and professionalism. A reliable supplier is someone who delivers on time. This is crucial especially if your products are selling fast.
You also want to find a stable supplier. If the supplier folds all of a sudden, your production may take a huge hit. You may experience delays in meeting your timetable.
As for credibility and professionalism, these qualities will determine if you will get the best value for your money. A supplier that practices professionalism values relationships. Hence, they will offer topnotch customer service to retain your business.
Additionally, a credible company will have a solid track record. It is also transparent when it comes to contracts.
4. Work On Your Budget
Next, you need to prepare your budget. The key factors to consider include the cost of materials. It also includes your spending on tooling and design.
The key is not to scrimp while keeping watch of possible overspending.
5. Work On Your Design
Last but not least, you need to design your package. This is where all the colors, patterns, and shapes come in. You have two ways to go about the design. You can take on the task from start to finish or hire a professional to do it.
If you choose the latter, you need to communicate clearly. Tell them exactly what you want for the packaging. Explain the concept behind the product.
Make them understand your target market.
Improve Your Marketing Efforts
Effective product packaging is an excellent marketing tool that is worth spending on. It helps you showcase your products better. It also makes your products more attractive and appealing.
But having the right package is not enough. We invite you to expand your knowledge of marketing by reading our other articles. We provide guides and tips to help you get your brand to the next level.
