First impressions are very important, and your packaging is often a consumer’s first introduction to the product. As such, product packaging is a factor that manufacturers should never overlook. The importance of product packaging is multi-faceted and can go a long way in securing a good first impression and lasting brand loyalty.
“Packaging can be theater,
it can create a story”
Protects the product
At its most base level, product packaging serves to protect the product inside. Packaging must keep the product safe during shipment between the manufacturing facility and the retailer and must prevent damage while the product sits on the shelf. Therefore, product packaging must be sturdy and reliable. Many companies package their products with seals and locks that prevent tampering and further ensure the safety and integrity of the product. Consumers expect their products to function exactly as intended—secure, dependable product packaging is the best way to ensure just that.
Displays and promotes the product
Another functional aspect of product packaging is how it promotes and displays the product within. Many products, particularly food products, include a description of ingredients and nutritional information on the packaging. Other product packaging may display instructions explaining how to set up and use the product. Displaying important information regarding the product helps manage consumer expectations and promotes customer satisfaction. The better the buyer understands what they are purchasing, the more likely they are to be happy with said purchase. Still, other product packaging forgoes wordy instructions and simply lets the product speak for itself. Utilizing window box packaging or clear plastic boxes, the customer can properly view the product in real-time. Many prefer this over relying on drawn diagrams and written explanations. Being able to properly view the product for themselves can increase customer satisfaction and the likelihood of purchase.
When considering the importance of product packaging, it’s crucial to consider the wants and needs of the consumer. The main goal of creating any product, after all, is to attract customers and encourage them to buy your product. Because first impressions are so important to the buying process, well-designed product packaging can go a long way in putting your product into the hands of buyers. Choosing a style and colors that will appeal to consumers and encourage them to pick up your product is very important, as is choosing high-quality packaging materials. The product packaging is a reflection of the product inside and the brand as a whole. When designing product packaging, therefore, many brands conduct extensive research into the wants and needs of consumers to ensure their packaging is attractive and compelling.
Differentiates the product from competitors
When walking through the aisles of a store, it quickly becomes clear that there is no shortage of new and interesting products on the market. Many retailers often group similar products on shelves, so the need to separate your products from the competition is highly important. Well-made, eye-catching product packaging is a great way to do just that. While the size and shape of the packaging may be similar to the competition, the design should be different. The colors, fonts, and style you choose for your packaging can easily help set your product apart from other companies. Innovative designs such as clear plastic boxes will catch the consumer’s eye and help put your product a cut above the rest.