Why Packaging is Important

Companies today are faced with more competition in the retail market than ever before, and the reality is that some companies succeed and others fail. The impact a product will have and its ability to sell is a result both of the product itself as well as the way it is designed, packaged and sold.

We have all heard the expression “perception is reality.” However overused it may be, the statement is, nonetheless, very accurate. A poorly designed product and cheaply manufactured labels will tell customers that the product it contains is cheap and not worth their money. A great design, on the other hand, makes a product more attractive through aesthetics as well as functionality, durability, etc.

Recognizing that the packaging is a crucial element to successfully selling a product, it is your job as the seller to invest the time and money into your packaging to ensure your product is selected over your competitors. Check out these steps for successfully producing packaging that will sell.

Define your niche.

While you may have done this when starting your business, it is a good idea to re-evaluate your product and take into consideration market trends and other competitors on the market today. Your target audience will be one of your most important considerations when selecting the right colors, font style, size and images for your product.

Invest.

As I said before, perception is reality with consumers. If you package your products in low-quality, homemade packaging, your products will appear to be of low quality. On the other hand, if you don’t have a large budget to work with, a unique-looking container and the most high-end label and packaging will put you out of business just as quickly. Find a compromise between high-end, luxury packaging that would cost a fortune and home-made packaging that will not reflect the quality product within. Your label and packaging should be functional, practical and of good quality.

Find a container.

You will never know what container will be the best fit for your product until you test it out. Purchase several different styles of single containers to test before purchasing in bulk. If in doubt, speak with a packaging consultant who will be able to easily guide through the process of packaging design.

Labeling regulations.

Find out if there are any U.S. government regulations that require certain information to be included on your product labels.

Design.

While you may have an eye for design and an image in mind for your product, you should still consider eliciting the help of a designer who has experience in product design or a packaging consultant who will be able to make recommendations about what sells. Some important design considerations include:

Color: Color has a strong effect on emotions and should be one of the more important aspects of your label to consider. Different target markets are influenced by colors differently, which will influence the color scheme you select. You will need to decide whether you want a clear, white or color custom labels and whether you want it to include a foil stamp for added elegance. It is during the design process that it becomes crucial that you have defined your niche market.

Typography: Your target audience will also influence the font you select. Work with your designer to select the best style, size, and capitalization standards for your product.

Final Suggestion

One final word of advice: have patience. Genius doesn’t happen overnight. You may want to try several different designs and test them out on focus groups to see which labels your audience is most drawn to. It’s worth the extra time and money to select the label that will provide the most influence, make the strongest statement and most effectively sell your product.