Packaging

Packaging is Everything

The saying that “you never get a second chance to make a first impression” holds true when it comes to product packaging design. Almost every product on the market requires some form of packaging and it’s often the first thing that consumers will see when they purchase your product. Giving considerable thought to your product packaging is important to both your product and consumers.

Start early and do your research
Choosing the perfect product packaging requires time and effort. Consider the nature and type of product you are offering in conjunction with your target audience, and select your materials accordingly. Look to your competition for ideas on what to do or not to do, contact packaging companies, and have sketches or a prototype on hand. Industry trade shows are also great places to garner ideas and to get packaging samples.

What should your product packaging provide consumers?

Protection of your product
Your packaging should first and foremost protect your product. No one enjoys purchasing a product only to discover that is defective or broken. Don’t choose superficial aesthetics over adequate protection.

Attention grabbing
Your product packaging must grab consumer’s attention in a relatively short amount of time. The packaging should be unique, clearly labeled and identifiable, and easy to locate amongst similar products. Remember the average shopper has another product in mind instead of yours when they shop, so yours will have to stand out to get their attention and money.

Perceived value and knowledge
Your retail merchandise, advertising, promotion, and marketing materials must all convey a sense of value. The consumer must feel like they are receiving some added value or benefit by using your product and this must first be conveyed on your product packaging. Your packaging should list your product’s advantages, qualities, ingredients, or any other information that will convey why your product is superior to others.

Cost efficiency
While a pretty package is nice, no consumer wants to pay an exorbitant amount of money for the package. Although in some industries product packaging is a large amount of a product’s expense, in most cases these costs can be offset by using cheaper products or purchasing them wholesale. Don’t out price your consumer for a pretty package.

It’s important to remember that consumers are taken in by product packaging; it is often seen even before your product itself. An effective and detailed package is the best way to present your product to your target market.