Packaging is the first interaction many consumers will have with a brand, but often not given the same priority in the product design process. Brands will put countless hours into research and design for a new product and then hide it all behind less innovative packaging.
Yes, packaging’s main purpose is to cover and protect a product. But, it’s also an invaluable way to communicate the product’s purpose and differentiate the brand from its competition.
When asked, 52% of online shoppers said they would purchase again if the product had premium packaging. But, if the packaging was difficult to open, 36% said they would switch to another brand. On shelves, 30% more interest is generated from consumers when significant investment is put into packaging.
Convinced about packaging design yet?
So, how can product packaging design act like a silent salesperson and what changes can be made to make it more effective?
Product packaging needs to be informative, communicating what the product is, who it’s for, and the problem that it solves. Consumers want to know what kind of experience they will have with a product before picking it up, this is helped along by innovative packaging design.
Along with being eye catching, it should act as a practical safehousing for a product. Without this as a feature in a packaging design, the product could be vulnerable to a lot of different environmental factors in the shipping and handling process. Poorly planned packaging can lead to damaged items when it arrives into the hands of consumers or onto store shelves. This can ultimately devalue a brand and completely negate a product’s perceived worth to a consumer.
Efficiency should also be taken into account when deciding how to package a product. Remember that it needs to be easy to stack, pack, and ship. A product is likely not going to be sold where it’s produced and stored. Innovative packaging that is designed to be easy to ship can maximize the number of units able to send out in one delivery, minimizing damage or ineffective shipping practices.
Packaging should be designed to protect a product, but it also needs to convey a brand and a message to consumers accurately. Packaging is the silent salesperson that represents a brand before the purchase is even made. Call us today to see how we can help you develop an innovative packaging design that helps set you apart from the competition and build your brand.