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Why the packaging is just as important as the product

There are many reasons why a product can fail to reach its potential, but one of the many shortcuts people take is in the packaging. As any marketer will tell you, the packaging of the product is just as important as the product itself.

Having a great product is only half the battle. There have literally been millions of great ideas which came into fruition but then failed as a business in the first year.

Here are 5 reasons why packaging should always remain a priority when it comes to selling your product.

Brand recognition

The most important job of packaging is recognition.

Your packaging is the first interaction your company has with the public. It helps convey your brand’s identity, quality and reputation.

Trusted and recognisable brands will always do better than those who are unknown, the trick is to get to that level.

The long-term goal is to have your customers know your product with a simple glance. The image below is of a famous brand of cola… we can’t see the name in the photo, but we all know what brand it is.

Coca-cola branding

Coca-Cola has been nurturing its brand for over 125 years, and while there have been a few tweaks to the imagery, very little has changed.

The familiar white name has been written in a similar Spencerian script since 1887, and the consistent logo from generation to generation has given Coke a deserved sense of stability and tradition.

This is packaging done right.

Quality extends beyond the product

No matter how good your product is, if the packaging looks cheap, the product will be perceived by your customers as cheap.

Not keeping a budget for the packaging is a common mistake for young enterprises, but investing a little in the look and feel of the packaging pays big dividends.

The customer experience begins at first sight, and if time, effort and money have gone into the packaging, then it can be safely assumed the same can be said for what’s inside.

Stand out from your competitors

You are just one of the thousands of companies vying for the public’s attention, so how do you get it?

Many start-ups try to copy famous brands and ride on their coattails to success, but this is the worst thing they could do.

If you imitate a competitor, then no-one will remember your name, only theirs.

Packaging needs to be unique and noticeable, not a cheap imitation of something more famous.

Two products could be virtually identical, but eye-catching design and practical, original packaging will interest the customer and, ultimately, sell more.

packaging design

Packaging colour can affect sales

It’s not surprising that colour can have an impact on the perception of a product. What is surprising is just how big a difference it can make!

Red is a powerful colour and should be used with caution. It creates a sense of urgency which is why it can boost sales, but it also gives a sense of anger, danger or defiance, so should be avoided if you’re selling a relaxing massage product.

Orange and yellow give the feeling of warmth and fun but also sluggishness and caution.

Green is a relaxing colour psychologically but tends not to rate well with women. Blue conjures feelings of serenity, but also coldness. There are no naturally blue foods, so the colour is used as an appetite suppressant.  

Black is a powerful colour in advertising and branding, and is synonymous with power and luxury, and is well suited to the fashion industry.

Relevant information

This is where it can get a little difficult.

While great packaging needs to be bold, unique, and recognisable, it also needs to convey information about the product.

What information is displayed will depend on the product itself, with local rules and regulations dictating what needs to be on there, but the consumer also needs to have all the information they need available too.

If a potential customer wants to know if your packaging is recyclable, but it doesn’t clearly say so, that can be the difference between them putting it in their basket or putting it back on the shelf.

The quantity or size of the product, where and when it was manufactured, if it was tested on animals and if it’s recyclable… these are all things people care about and have the right to know before they buy.

Conversely, not putting information on packaging can have dramatic effects.

In 2012, Australia introduced the Plain Packaging Law for cigarettes, removing branding for all tobacco products. Instead of famous brand names and logos, health warnings and graphic images where placed on the packets, resulting in a smoking decline of almost a third.

Talk to the experts about product packaging

With packaging playing such an important role in a business, it’s essential to have a clear idea of what you need to do to stay in the game.

A good first impression is important, and building on that to create a recognised brand is essential if you want long-term success.

We work with some of the biggest and the smallest names in the business and know how to build your brand value through great packaging.

We understand that no two products are the same and work alongside you to create a tailored product design that will ensure a consistent representation of your brand.

Contact us today if you have any questions about what we do, or how we can help take your product packaging to the next level.

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