The importance of good packaging
You only get one chance to make a good first impression, and the product packaging is usually the first point of contact between your company and its customers. That's why the look and feel of the product packaging are as important as the product itself.
Why does the design of the packaging matter?
Packaging design is important for many reasons, but here are the ones we consider the most important:
We've already established that first impressions are important, especially when your product needs to stand out from the crowd. A thoughtful and eye-catching packaging design distinguishes your product and appeals to potential customers, both on the store shelf and on the web. The packaging is also part of the product in that it conveys a feeling just like the product. We all know the feeling when we have bought a product and get to see and feel the packaging for the first time; how the surface of the packaging feels and how its style and color choice look together. Even before we open the package, we have an expectation of the product inside.
Your brand has a story – an identity. The packaging design gives you an extraordinary opportunity to reinforce your brand identity and create brand recognition among your customers. After all, the packaging is what consumers see first. A strong brand identity helps your customers to remember you and to recognize your products immediately when they see the packaging.
Through packaging design, you can communicate directly with your customers. The design is a creative expression of your company's values and product quality, but also a final selling point in the buying process. The text and graphics on the packaging should be informative and give customers everything they need to convince them to buy the product. Good packaging design answers questions like these:
• Who is this product for?
• What is this product used for?
• What does the product contain?
• When does the product expire?
• How can the product improve my life?
• Is the product/packaging sustainable?
• Where is the product manufactured?
• Which company sells the product?
How do you choose the right packaging?
1. What product are you selling?
Is your product fragile or delicate? What shape does it have? Does the product last a long time or is it a fresh product? Is the product heavy or light? Which packaging is right for your product depends on its qualities, quite simply. A heavy product requires a thick-bottomed and sturdy packaging design, while fresh foods require food-approved packaging with a grease- or liquid-resistant interior.
2. Who will buy your product?
Knowing your target audience will help you to appeal to them. When choosing your packaging, it's a good idea to keep your ideal customer in mind. What exactly appeals to your target group? Customer personas can help you determine everything from what catches your customer's attention in the store to what packaging material they prefer.
3. How will your customers buy the product?
Do they buy your product in a supermarket, in a store, or online? You must think completely differently about your packaging choice depending on whether your product is bought online and is to be delivered to the customer's mailbox or if it needs to stand out from other products on a store shelf. Packaging for products sold online should probably not have lot of extra space that causes the contents to move around or the packaging to bend, for instance. If your product is sold in a physical store together with a crowd of other, similar products, it's important that it immediately catches the customer's attention.
Packaging isn't just some pieces of cardboard your product is transported in. It keeps your goods safe and your customers happy, and packaging is also a great marketing tool that every business should take advantage of. Good packaging enables you to charge more for your products, attracts new consumers, strengthens your brand, increases customer satisfaction, and makes your product stand out from the competition. By being creative with your packaging, you can get more people to discover your product.
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