It is easy to overlook product packaging, but package concepts and materials are an essential component of any marketable item. Here are four reasons why you should make your product’s packaging a priority.
1. Protect Your Product
Unexpected disturbances sometimes happen during the shipping process. Packages get damaged, lost, and exposed to extreme temperatures and fluctuating humidity. Proper packaging will defend your product against external forces and elements. Whether you are shipping your product to retail stores or directly to your customer’s home, you need packaging that will protect it from harm.
2. Attract New Customers
Think about the last time you visited a retail store. Which products caught your eye? They were probably the ones that had attractive packaging. Plain packaging will not warrant more than a single glance from bored consumers. On the other hand, overly busy packaging will confuse consumers, who will then move on to find a more understandable product.
To reel in potential customers, make your packaging clean, dynamic, and memorable. Look at your packaged product and ask yourself: “Is this something I would pick up off a shelf or put in my online shopping cart?” If possible, test-run your packaging designs with your friends and family to see what works and what does not.
3. Tell Your Brand Story
To run an effective business, you must have a brand story. A brand story is a narrative that connects all aspects of your business. It includes marketing, packaging, the storefront, digital engagement, and the product itself. To incorporate your brand story into your packaging, you can literally write it on your packaging. Include facts about how your business was formed, your ideals, and what makes you different from the competition. Try to make an emotional connection with your customer base in 100 words or less.
4. Please Your Customers
The most important part of your business is your product. However, how you package your product will have a significant impact on how your customers respond to it. Nowadays, customers prefer functional, eco-friendly packaging. If possible, do not use non-recyclable materials –such as polystyrene foam and certain plastic types — to package your goods. Take a look at these innovative packaging concepts for inspiration.
Never underestimate the power of good packaging. Packaging is an opportunity to connect with your customers and show them that you genuinely care about how they use and understand your product. By having durable, dynamic, functional, and eco-friendly packaging, you will put your business ahead of your competitors.