Great packaging design will give your business the competitive edge.
Here are just five points to consider:
1. First impressions count
We only have a few seconds to impress. Make the right first impression, and you have made decisive contact with a new customer. This can be the start of a new mutually profitable relationship.
If you don’t make the right first impression, you might not get another chance; lose the opportunity and the competition wins.
Great packaging design speaks to the customer at a level they understand and appeals to them not only on a visual level, but on an emotional level too. Start with a study of the customer; their views, needs, feelings and outlook. Once you understand how the customer thinks; great design can follow, communicating to them exactly what they are looking for. Your designer must also have a clear understanding of exactly what the competition is, knowing who you are up against gives you a head start.
2. Promotion, promotion, promotion
The right packaging must attract your target customer and sell the product benefits to them. Think of great packaging as your top salesman. It can tell your customer:
a) why a product is better than the competition, and
b) why it offers more value.
The right packaging continues to promote your brand, even after purchase.
3. Communication
The more information we provide at point of sale, the higher number of sales we can make. Packaging has the capacity to convey a wealth of information. Great packaging design will disseminate this information:
a) maximising its usefulness, and
b) enhancing its impact.
Packaging can also be designed to facilitate feedback and the building of relationships with your customers. Better customer communication instils trust, and this in turn is a builds brand loyalty.
4. Brand identity
Great packaging reinforces a brand’s logo, message or tag line. These elements help customers to instantly recognise products on shelves, and in other forms of marketing. Your packaging will play a huge part in the relationship between brand and customer. It is a constant; sourced in store, held at home, ever-present both subconsciously and consciously.
Great packaging provides a huge opportunity to build your brand, telling your customers the story you want them to hear – which should also be the story they want to hear. Great packaging shows your customers the images they want to see and conveys the feeling they want to feel. Customers buy into the look and feel of a brand and make informed judgements when using that product - the right look and feel can give your brand the competitive edge.
5. Product longevity and recyclability
Clever packaging is 3-dimensional in every sense. Its design is part of a process, not simply the visual on-the-shelf impact it makes. Clever packaging takes into account how a product will be used, the longevity of that product and also, how and where it might be stored for future use.
Packaging and the environment are now joined-up considerations. An awareness of the effects of discarded packaging on our world will boost your green credentials. Considering end of life at the design stage reinforces your commitment to a greener community. This is of benefit not only to your environment but, naturally, your sales!
Get in touch to find out more
0845 643 4463
www.theproductmarketingcompany.co.uk
tim.gale@product-marketing.co.uk