Judging a Book by Its Cover: Packaging Design
Your product should stand out among competing products based on its function, quality, and integrity, but in the business of retail merchandising, investors, competitors, and customers may base their opinion of your invention on your product’s packaging. How can effective product packaging assist in marketing new products?
First Line of Defense
The primary role of product packaging is to protect a product from damage, whether during shipment from a manufacturer or while sitting on the shelf at a retailer. Your product’s packaging should be sturdy and stable, but should not appear bulky or an eyesore. You should also consider the environmental impact of your packaging; planet-friendly packaging has become more popular in recent years, striving for materials which can be easily reused or recycled.
Sittin’ Pretty
Although the main purpose of packaging is protection, it should also be attractive and enticing. On any given retailer’s shelf, there are hundreds of products all screaming, “Look at me!” as you shop through the store. Your packaging should stand out among the competition and show the value of your product. You may want to do research on colors, designs, and types of product packaging which would be most appealing to your customer audience.
Safety First
Product packaging is the place to include essential consumer information: what it is, what it does, who it is intended for, and how it is used. Safety warnings and an ingredient list, if applicable, should also be displayed clearly on the product packaging. Your customers should be making an informed decision when they purchase your product.
Branding Is Everything
Branding is a tool companies use to differentiate their products from the competitor’s products. Apple, Coca-Cola, and Nike are excellent examples of well-branded companies. Even if you’re just getting started, identify an image, color scheme, and theme which coincides with your product and keep it consistent. If a consumer recognizes your brand, they are more likely to re-buy your product after becoming familiar with your packaging and logo.
Taking Up Space
Did you know the more product a retailer has on the shelves, the more likely they are to make a sale? It is essential your packaging take up as little space as possible so shelves can be filled with your product. Another factor to consider is ease of carrying. If your product cannot be easily carried around the store or placed in the cart, consumers are less likely to buy it. Provide handles on smaller items, or ensure large items are in boxes which are not awkward to carry.
One Last Chance
With a product’s retail package being the last and best chance to make a sale, an item’s presentation is more important than ever. When contemplating your product and packaging with a licensing company or even creating your own self-made packaging, remember the importance of what the consumer sees, because a book really can be judged by its cover.
