They say you shouldn’t judge a book by its cover, but unfortunately it’s something we all do in one way or another. Whether we judge someone’s professionalism and work ethic based on how they dress, the quality of food based on the photo in the menu or even literally whether we’ll enjoy a book based on its cover. Product packaging is the same, quality of packaging is just as important as the quality of your actual product.
Packaging is important for various reasons. First and foremost, it protects your products when being handled and shipped to various retail locations, making sure your customers don’t receive broken items that need to be returned or exchanged. As a marketing tool, packaging plays an important role too. It’s the first thing shoppers see when buying your product and can help your products stand out on the shelf, catching the eye of shoppers.
4 Reasons Why Product Packaging Is Important
1: Packaging Color Sways Consumer Purchase Habits
The colors used in your product packaging play a key role in consumer buying decisions. The brain reacts to colors in different ways, so choose your packaging colors accordingly.
2: Product Packaging Is a Marketing Tool
Your product’s packaging can be a helpful marketing tool through in-store advertising. Branded products are easily recognized, so designing packaging with your logo front and center helps consumers remember your product next time they are shopping.
3: Packaging Creates Brand Recognition
Take a moment to think about some of your favourite brands. They all have one thing in common: they are memorable. Over the decades, brands like Coke have made only minor changes to their packaging and stayed true to their original look
4: It Differentiates Your Brand From Others
There are thousands of products on the market vying for your customers’ attention, one-third of a consumer’s decision making is based solely on product packaging. To succeed, your brand packaging has to stand out and look different from your competitors.
Packing is important for Start-ups
Great packaging is especially significant for growing startups because it can have a direct impact on sales and a company's overall appeal. Take Trunk Club, for example. This company hand-selects clothing for men and sends its stylist-curated outfits in cardboard "trunks" that fit the convenience and style of its service. After five years in business, Trunk Club garnered Nordstrom's attention, and the high-end department store bought the startup for $350 million.
Packaging can continue to influence a company's sales as it grows larger, too. Miller Coors' sales slumped last year, but the Miller Lite retro can bumped sales by nearly 5 percent. Mille rCoors didn't change its beer; it just changed the can it came in.
Poor packaging can have an even more dramatic effect. Australia recently instituted a plain packaging law for cigarettes. The government's removal of packaging branding rights aimed to discourage young people from smoking. Not only can Marlboro not use its logo, but it also can't use its typeface. The packages, covered with health warnings and graphic images that deter smoking, resulted in the biggest smoking decline Australia has seen in 20 years.
How to Design Packaging that makes an Impact
All startups want to achieve the instantly recognizable status of Apple and Tiffany & Co., and that type of brand power starts with a product's packaging. How can you make your packaging stand out from the competition?
Know your demographic. Stark white and robin's-egg blue won't work for every brand. Consider Lowe's Home Improvement and Home Depot. Their rugged brands speak for themselves with distinctive, masculine colors. Don't be afraid to go bold.
Make cheap packaging look chic and personalized. Good packaging doesn't have to be expensive. Stephanieverafter, an online hair accessory boutique, packages its bows on simple cards in muted colors with stylish typography. It's an inexpensive solution that gives each item a high-end feel.
Make the package part of the experience. Part of the reason it's so fun to unbox a new Apple product is that its packaging reflects the sleek, user-friendly exper ience of the product inside. One startup that's mastered this is Back to the Roots, which produces kits to get kids and parents interested in growing their own food. Its mushroom kit's kid-friendly packaging is designed to jump off the shelf and convey the fun, hands-on experience the brand provides.
Consider eco-friendly options. Packaging that's recyclable or reusable is always a reason for a consumer to choose your brand over your competitor's. In fact, 52 percent of people around the world make purchase decisions partially due to packaging that shows a brand making a positive social and environmental impact. Puma has made great strides with its eco-friendly packaging that doubles as a reusable walking billboard for its brand. There are plenty of creative ways to go easy on the earth and differentiate your brand in the process.