DETROIT – Packaging is more than just storage for a product. It is the first impression of a product. For this reason, packaging is an important marketing tool; it presents the qualities of your product to a consumer. If you’ve created an exceptional product, why not show it to consumers?
Experts suggest following these simple tips, which will help create an eye-catching first impression for your brand on the shelf:
Personalize your packaging
There are many options to customize your packaging. Add graphics or images to the front and back of packaging, create “branded” packaging, or design packaging to reflect different product lines.
Custom packaging for your products offers several advantages. One is to have full control over the design of your packaging. You have the freedom to choose the color scheme, fonts and graphics that best reflect your brand.
Another advantage is getting the right size of packaging for your products. You have the option to customize the shape and size of boxes, bottles, envelopes and other packaging materials to fit your products perfectly.
Customized packaging ensures items are well protected and minimizes shipping costs as you don’t have to pay extra for oversized packages.
Make your packaging consistent with your brand identity. Consider logos, fonts, colors and other elements of a unique brand identity that can be used across your business or at the individual product level.
Choose appropriate graphics that will best represent your product and brand to consumers. Identify the symbols, images and words that best convey the essence of what you are offering.
Creating custom packaging that reflects the brand’s unique personality is a great way to differentiate your product from its competition. If you’ve created a sub-brand of your business or have multiple product lines with similar ingredients and claims, the brand is a great option for packaging.
Branding is more than just a logo. Owning a brand symbol, logo or brand name does not automatically make you a brand. It’s how your brand is marketed that matters.
Choose a unique packaging form
Irregular or unique packaging shapes can spark the interest of consumers on the retailer’s shelves and grab their attention in-store and online at the point of purchase. Get off the beaten track. . . literally! When designing your packaging, try to go against the traditional rectangular shape to achieve a punchy look.
Use colorful and bold packaging
Increasing the appeal of your item for sale is easy when you use brightly colored packaging. The natural eye will automatically look for unique colors to give your product a shine in store and online at the point of purchase. In addition to generating interest, color coding also helps consumers distinguish and recall products more easily.
Consider using packaging elements that create emotions and memories. Using pastel colors, paper textures or shimmering finishes in your packaging will trigger positive feelings. Consumers can remember the excitement of receiving a gift with the box or even how they felt when they opened it. It can also trigger memories of their special time with your product or help them see themselves as the beneficiaries of your generosity.
Include information on the packaging
Packaging can be a valuable marketing tool, as mentioned earlier. This is where consumers look for details, like ingredients, nutritional information, servings per package item, and warnings. Be sure to provide these types of information on your packaging.
You might even want to take it a step further and include an authentic story about your product or how it was made. Mentioning ingredients or providing a list of ingredients on your packaging is helpful for consumers who are allergic or sensitive to certain ingredients.
Add value to your product
Adding value to your product means making it easy for consumers to identify how your product is different from other products on the shelf and what it can do for their lifestyle.
Well-designed packaging will include detailed information about your product and how it can be used. This extra effort is worth every penny for consumers, as it can be the difference between buying and opting out.
Use sustainable packaging
Sustainable packaging uses recyclable packaging, made from recycled materials or made from recycled content. Sustainable packaging reduces the demands on natural resources and the carbon footprint of products.
More than just recycling, sustainable packaging protects and prolongs the life of products. Aesthetically pleasing, it also allows a product to go further to hold longer without sacrificing quality or durability.
The first step in keeping sustainable packaging in mind is to think about what you are using to make your product. Look at the packaging and ask if it is the best choice for its materials and function.
Consider the different packaging material options that are recently available. Certain types of plastics are now made from recycled materials or from recycled content, making them more durable than the options on store shelves just a few years ago.
A growing trend in the packaging industry is bamboo for packaging supplies and other wood-based products. Bamboo has many advantages over plastic, including the fact that it is biodegradable and compostable, does not contain artificial chemicals like other wood products, and is lightweight with a natural protective barrier.
Millennials and Gen Z consumers are very concerned about environmental issues, such as climate change, global warming, and pollution. Sustainable packaging is a must for brands that want to attract these demographics not just because it is what consumers want but also because it is the moral thing to do.
Make it Instagrammable
With social media, consumers can share authentic and spontaneous photos with other consumers. Creating an engaging, personalized and exciting packaging experience goes a long way in boosting engagement. People love to show off their life and wardrobe items on Instagram and other social media platforms. Help your customer embrace the spirit of sharing by making your product easy to capture in photos and help customers who want to show others how awesome they are!
A careful selection of gift wrap for your product is the ultimate in packaging with value and personality. Consumers want to feel that they are doing more than buying a product; they want to be inspired by a gift. Collectible or limited edition gifts can benefit your business.
Product packaging: it’s not just for storage!
Creating a competitive advantage in today’s market is not easy, especially if you starting. If you have a great product, you have to stand out from the crowd. Packaging is a great way to differentiate your product from its competition.
Consider a professionally designed container that sets your product apart from others on retail shelves and online at the point of purchase. This makes it easy for consumers to identify your products and gives you a competitive edge in today’s market.
Your goal is to get your customers to open the box and look at your product before they buy it. They will be more likely to buy if they are excited about the product. If your packaging is exciting and the unboxing generates anticipation and positive feelings, it will encourage impulse buying, leading to increased sales.
Author Biography: Kayla Bennett is Head of Content and Creative Relationships at Packlane. Always try to help unbox the creativity of entrepreneurs and give them the freedom to design and present their brand through personalized packaging.