Some business owners tend to think that since a product’s package is only good up until the purchase, you can pack your product with just about anything and be done with it; after all, it won’t be the actual thing that you are selling.
However, if we think about it, it is the product packaging that we first see whenever we decide to buy something. If it is something that you bought online, the product packaging is what amps our excitement over the product itself. The product’s packaging is what catches our eyes as consumers and what piques your interest to encourage us to take a closer look at the product. According to Ipsos’ findings, 72% of the respondents are often influenced to buy a product by the design of a product’s packaging. Digital Creative Packaging wrote in an article that more than half of the consumers, or 66% of them, confided that it is the product packaging that entices them to go and try new products.
In this article, we will learn more about the importance of product packaging for products and brands, as well as learn from some of the product packaging hits and misses in the industry.
Things to Consider in Coming up With Product Packaging
The product’s packaging, in a nutshell, is the product’s main advertisement. It’s basically what every consumer first sees. Product packaging is crucial in catching the attention of the consumer, the first step towards consumer acquisition and retention. It also serves as your brand ambassador, a reflection of what your business or company is. Therefore, a product’s packaging should not be taken lightly and should be carefully thought of.
In conceptualizing a product’s packaging, here are a few things to keep in mind to guide you in deciding:
- Target consumer
- Type of product
- Where will the product be sold
As with any business, it is important to know the product’s target consumer. Is it for children? Or is it being positioned for sale to teens, or perhaps adults? Is it being envisioned for more luxurious packaging, or something along the affordable side? These are but some of the questions that need to be answered. The kind of consumer that the product is after should be exhaustively scrutinized for you to have a clear picture of your target consumer.
Of course, consideration is given as to the type of product. Is it a perishable or non-perishable item or goods? Is it something edible, like food or beverages, or nonedible, like cosmetics and toiletries? What are its components? Having a thorough understanding of the product could help in better deciding the best packaging for it.
Will the product be sold in physical stores or fully online? Is the supermarket the best place to sell, or in specialized boutiques? Asking these questions would guide you in coming up with your product packaging.
Nail These Packaging Hits
Now that we’ve tackled the important considerations before deciding on the product packaging, here are some examples of successful bouts with product packaging to emulate:
- Simplicity is (still) the key
- …Or be the extreme opposite, loud and bold!
- Creativity and playfulness, without losing the branding and the message
- Sustainability consciousness while keeping product integrity in mind
Going for a simple and minimalistic packaging design can never go wrong, especially when done strategically and in the appropriate product context. Embracing simplicity in the product’s packaging does not necessarily mean oversimplifying it. It is important to ensure that all the important details could still be found in the packaging design.
Some embrace loud and bold packaging to better expound their product’s character. This is a clear eye-catcher, but caution must be applied, lest it comes off as tacky or even confusing. This product packaging is one of the best ways to set the product apart from its competitors. Consider as well the kind of product that will be using this type of packaging.
Brands can be creative and playful in their product packaging. It certainly introduces novelty and injects a more humane side of the brand and the product. However, care must be taken so as to avoid losing the product’s branding and message. Humor responsibly.
There has been a conscious push nowadays to be more environmentally conscious, and consumers are urged to be more mindful with their purchases: to see if the product itself is eco-friendly and its packaging sustainable. Now is the best time to consider utilizing sustainable packaging solutions for your product, for a more positive impact not only to your brand but also to the very environment that we live in. However, choosing the sustainable option does not necessarily mean compromising the very product’s quality. There are technologies and methodologies already available that can produce materials as sturdy and effective as plastic, to keep the product’s integrity intact.
Avoid These Packaging Misses
It is equally important to draw lessons from packaging misses to make sure that they are not repeated.
- Size incompatibility
- Misleading packaging
- Excessive use of plastic and wrappings
- Inappropriate typography and images
Some businesses might opt for a generic packaging box for their product’s package. After all, it’s recyclable and it serves the purpose. However, one important function of the product packaging is to make sure that the product arrives in the consumer’s hands without getting damaged. Just grabbing any box or container available might be counterintuitive without actually checking if the product fits perfectly for it can cause damage to the product while in transit.
The goal is to have as many sales as possible, that is true. Sometimes, there are businesses that get carried away and include in the product’s packaging some items or statements that are untruthful, just to entice the consumers to buy the product. Victory here will be short-lived, as consumers will learn the truth about the product once they purchase it. Consequently, the business gets a bad rap, and believe it or not, word of mouth gets around quickly when it comes to negative experiences.
It’s understandable that businesses would want to protect the integrity of the product. However, if it could be accomplished by one layer of wrapping, what do four more layers accomplish? If the products were held in place by a contraption, what would excess paper and cardboard stuffing in the outer packaging serve? Not only is it aesthetically unappealing, but it also generates unnecessary waste.
The use of fonts and images in product packaging already impacts the perception on the product. Using a script-type font for cosmetics products with instructions for use might not be the best fit. Putting a child’s image on tobacco or liquor is inappropriate from all angles. Be conscious of what the typography is, lest the consumers get the wrong message, or the message comes across as off-putting and inappropriate.
Conclusion
Deciding on the product packaging is not to be taken lightly. Draw lessons from hits and misses in this article to help you navigate your way towards coming up with the right packaging for your product.