Packaging is an essential marketing element. It is the thing that can make or break a product. Will the consumer focus on your product and buy it or move on? the packaging will be a decisive factor.
Therefore, packaging should be a strategy and a solution, functioning as an essential part of a targeted marketing effort.
Why packaging is important
Consumers make instant judgments based on what they are watching. They look at a product and its packaging tells them something. The packaging is eye-catching and inviting, and it is essential for brand recognition. New products hitting the market need to find ways to make an instant impact and trigger customer buying behavior.
Figures show that 70% of consumers form an idea of a brand based solely on the packaging of its products. 63% consider the packaging almost as crucial as the brand itself.
For some brands, the packaging is more recognizable than the product. Think of the iconic Marmite pot.
Packaging as a marketing tool
Packaging is a critical factor in brand recognition, and therefore, it must be consistent if you use it to build it. It helps customers identify the type of product you offer. If, for example, it is a high-end product, the packaging must take this into account. The packaging is part of the product’s marketing message.
Key strategic marketing factors come into play when designing product packaging:
Good packaging is able to influence customer behavior in multiple ways. It presents the marketer with a blank canvas on which to place marketing messages, product information, slogans and slogans, and the brand logo, of course.
What makes a good packaging design?
Packaging design is essential, and it must be good if you are going to use it to market your products. A beautiful packaging design goes a long way in winning business. This applies to customers but also to retailers – they want products that will fly off the shelves. Packaging design can help with this.
What factors contribute to good packaging design?
Clarity – don’t make the customer guess what the product is inside the package; always be clear about the product and the brand.
Consistency – packaging should reflect the brand and its values.
Functionality – if the packaging is to protect the product as well as market it, make sure it does.
Convenience – make sure the product packaging is easy to stack, display and deliver.
Sustainability – more and more, consumers want packaging that is recyclable and reduces waste.
Color and typography – the visual design elements of packaging are crucial to its success.
Tips for improving your packaging design
The factors that determine good packaging design (see above) should not limit your creativity. See how your packaging can differentiate your product and your brand while serving essential and practical functions.
Does it match your product and the market’s perception of it?
How can you make it stand out on the shelf?
Can you add something innovative to it without making it impractical or increasing your packaging costs?
Should you experiment with different materials?
Can you use sustainable packaging?
Will it add to the customer’s unboxing experience?
Unpacking has considerable weight in packing strategies. You have the phenomenon of the unboxing video, which can help build a real sense of anticipation about a product via social media. This particular packaging strategy can be particularly effective for online retailers.
Unboxing can also contribute positively to the consumer experience if your product packaging opens in an unusual way, for example, or uses packaging materials.
Types of packaging and their advantages
There are two main categories of packaging:
It is for retail purposes that innovative and striking packaging design becomes crucial.
Common packaging materials include:
Paper and card
Another material that has a history in single-use packaging is cork. Manufacturers are developing innovative blends of cork with biodegradable materials to expand their packaging potential. Paper and cardboard are popular for packaging. They are easy to brand and they are recyclable.
Glass is also highly recyclable and moldable into different shapes. It has the advantage of being transparent so you can easily see the product inside. However, glass is not always a suitable packaging material, being fragile and relatively heavy.
Plastics are increasingly problematic due to environmental concerns, but they combine the transparency of glass with durability and versatility. There are more recyclable plastics and sustainable plastic alternatives on the market.
Find out more about the marketing potential of packaging by contact us today.
Jenny Stanley, Managing Director at Appetite Creative.