While in an ideal world a high-quality product should be able to speak for itself, the reality is that packaging plays a pivotal role in the success of a product. Packaging is the first thing that your customer sees and can make or break whether their interest translates into a sale.
Product packaging communicates highly important information to your potential customers and could be argued to be just as important as the product itself. From safety information to brand recognition, we look at the packaging for a variety of indicators as to whether a product is suited to our needs and can be trusted to perform.
Failing to invest in informative, durable and well-designed product packaging can greatly hinder its likelihood of success, no matter how strong the quality of the product itself. Here are 5 reasons why product packaging is so important and why it should be a priority to you as a business owner.
With more and more customers taking a more ethical approach to their shopping habits, having packaging that is recyclable, reusable and with a small carbon footprint is more important than ever.
Make sure that all this information is included on the packaging design so that your customers are aware that it is recyclable or reusable, how they can go about doing this and what its carbon footprint is. This type of transparency is greatly appreciated nowadays and informs customers that your business takes sustainable practices seriously.
Your packaging should include important information about your product regarding its safe and proper use. For food, this would include allergens, nutritional information and a use-by date.
If your product contains any toxic or potentially harmful chemicals, this should be clearly labelled too. You also need to make sure that no chemicals, smells or tastes from the packaging itself are transferred over to your product. A lack of proper safety information not only puts your customers at risk but may also deter them from buying your product.
3. Shipping and storage
Above all else, the primary role of your product packaging is to protect your goods from damage during transportation, handling and storage. Your product can be exposed to a lot during these processes, such as moisture, heat, light and more. It’s important that it’s able to remain secure and protected, and ready to be sold to your customers.
Damaged goods are goods that can’t be sold, decreasing your profits and wasting your resources. Keep this in mind when selecting your product packaging and go with a solution that you know you can trust to keep your products safe at all times.
4. Customer perception
Your product packaging also offers an excellent marketing opportunity for your business, which too many people fail to utilise. By branding all of your packaging, including further marketing messages and reflecting your brand positively you can promote brand recognition and ensure that your products always remain recognisable.
This can help to create more repeat customers and ensure that your brand remains memorable and impactful long after your packaging has been disposed of.
The colour that you use for your product packaging can have a significant effect on buyers and can communicate many different things about your brand. Do some research into your target demographic and consider what you want your packaging to say about your brand before deciding on the right colour.
For example, the colour white is often read as signifying something safe, simple and modern. The more colours that you use, the less sophisticated your product will appear to many customers. The right colour and design style will depend on your product, your audience and your brand.
Every business will need something different from their product packaging and you must make an informed choice that’s aligned with the goals and image of your brand. With new technologies bringing innovative and revolutionary packaging solutions to the market, there are more options than ever that are sustainable, reliable and strong. Do your research and consider outsourcing to a company that can handle all things packaging, labelling and logistics.