There are so many factors that affect the success of a product. One of the most important, yet easily overlooked, is its packaging. In fact, according to Medium, 72 percent of Americans say product packaging influences their purchasing decisions, even if they don’t have any prior knowledge about that product.
But there is no one packaging solution that fits all kinds of products. Often, it is a combination of several factors as well.
If you want to make the most of your product’s packaging, here are some key tips you should take note of.
For most products, the first consideration when it comes to packaging is clarity. The packaging has to clearly convey what the product is about. Even if you have the most beautifully designed box, with the most premium materials, if it isn’t obvious what the product inside is, you won’t be able to move it from shelves.
This may seem like a no-brainer, but you’ll be surprised how this simple detail can be taken for granted.
This also applies to the connection between the product and its packaging. If you’re selling a high-end bottle of perfume, for example, it wouldn’t make much sense if the box containing it is designed with humorous and juvenile content. This kind of disconnect is misleading and sets the wrong expectation in your customer – even if the box clearly states that there’s perfume inside.
Now that your packaging agrees with your product, you have to make sure that it distinguishes itself from the competition. Here is where you need to highlight your unique selling proposition or USPs.
Don’t just say that the bag of potato chips you’re selling tastes good, give the consumers a mental image of just how scrumptious each bite will be. Describe how the salted egg flavor reinvents the whole experience.
Find what makes your products unique and market them well using your packaging.
Be careful. Just because you want to sell your products, doesn’t give you the license to exaggerate your claims. In today’s marketing landscape, products and even companies rise and fall in the blink of an eye. If consumers find out you are being untruthful with your packaging, you can bet that social media will come down on you hard.
That said, being honest with your packaging will also pay off. Being genuine resonates well with the modern consumer. They want to know that the companies they are doing business with have integrity.
This is also especially important when it comes to the health impacts of the products you are selling. Not only will being dishonest lead to hits to your reputation, it may also lead to costly lawsuits.
In many ways, packaging is a balancing act between including what’s necessary and what’s attention-catching. When it comes to the latter, don’t be afraid to add flair to your packages. Use striking colors that match your theme. Add catchy and witty slogans to get people’s attention. Just make sure you still satisfy all the previous considerations first.
It’s nice to be paid attention to. You can incorporate this into your product’s packaging by tailoring it to your target market. This requires knowledge of your audience. Do your research and find out how to focus your packaging on the people that are likely to buy your products.
You can even take this a step further and include customized freebies in your packages. This is especially applicable if you’re running an online store. Learn how cold foil or hot foil stamping works, for example, and include tags on your packages. Not only will your customers feel special, but they will also think of your product as premium. According to the earlier referenced Medium article, 61 percent of consumers will make a repeat purchase if they find the packaging premium.
Product packaging is too important to be taken for granted. Remember the considerations mentioned here and apply them to your packaging. Make sure that it’s clear but distinct, honest but with flair, and personalize it to your target market.