Most individuals evaluate a product based on its packaging. With growing competition in a crowded market, product packaging and design hold increased significance. The product packaging sector has seen minimal changes lately, yet the utilization and presentation of packaging have certainly advanced.
Packaging and design must safeguard the contents and differentiate and evoke emotional connections with your clientele. Here are five tips to improve your product packaging and design.
Select the Appropriate Container for Your Product
The first step in planning your packaging’s exterior is choosing the container. With numerous options available, finding the ideal fit for your business may require some time. Durable corrugated boxes could be a suitable choice for businesses heavily involved in e-commerce.
If your products are mainly sold in physical stores, prioritizing an attractive exterior over durability is key. Whatever your emphasis, selecting a container that showcases your product and ensures safe delivery to customers is crucial.
Safeguard Your Package
A report by Retail Dive revealed that 21% of large online deliveries were received in a damaged condition. While the percentage might be lower for smaller packages, the question arises as to what threshold is considered too high.
To avoid the hassle of returns and refunds, safeguard your package. Use bubble wrap, corner protectors, and loose-fill packaging to differentiate between excess and protection to ensure the safety of your item.
While it’s important to protect your product, avoid using excessive amounts of these materials. Conduct A/B testing in your own setting to determine the optimal quantity. Use high-quality packaging adhesives to seal your product and prevent potential damage during transit.
Keep Your Product Packaging Environmentally Friendly
In a 2018 research by Recycling Lives, 81% of individuals favor purchasing from sustainable vendors. Numerous videos focus on excess in shipments, hence, evaluate the packaging and content your customer gets. Distinguish between excess and protection wisely. Reducing extra plastic and cardboard in your packaging can attract sustainability-conscious consumers, enhance your brand, and potentially cut costs.
Showcase Your Personality
Similar to how individuals are often attracted to others sharing comparable interests or personality traits, a brand’s ‘personality’ significantly impacts a consumer’s purchase decision. The marketing sector thrives on such characteristics, so reflect on how your packaging conveys your brand’s personality.
Compelling copywriting can capture your target audience’s attention and demonstrate why your brand surpasses competitors. Exceptional copywriting has empowered smaller businesses to compete with industry giants for years. While the product remains paramount, appealing packaging can sway customers even before they view it.
Materials to Consider
Designing branded packaging may come with a hefty price tag and consume time; however, budget-friendly options are available to craft a distinctive design. Companies can utilize basic materials like rubber stamps, tape, tear strips, stickers, and box sleeves to create a visually appealing and user-friendly package.
As per USPS, infusing personalized elements into packaging offers a simple method to establish a bond with customers. With online purchases, the personal touch of traditional commerce may be lost. A significant impact can be made by including gestures such as handwritten thank-you notes or wrapping items in custom paper with branded stickers.
Endnote
Unique product packaging can enhance brand recognition, encourage customer retention, and possibly trigger word-of-mouth promotion. Nevertheless, achieving a successful packaging approach involves more than just design. Equally crucial is guaranteeing that your thoughtfully crafted packaging reaches local and international customers undamaged and on time, providing a premium brand encounter.
Rick LeBlanc, EMBA, is the founder and editor of Reusable Packaging News (subscribe to the free newsletter) and editor of Western Pallet Magazine. A supply chain journalist with more than 30 years of experience, he specializes in pallets, reusable packaging, material handling and related operations. Rick is co-author of Pallets: A North American Perspective and Pallets & Progress: A Collected History of Pallets and Palletized Handling 1922–1945. He is also an advisory board member of the Virginia Tech Center for Packaging and Unit Load Design. Read Rick’s full bio.
