People across the globe get excited about new products being released by Apple, Samsung, Louis Vuitton, Michael Kors, etc. They proactively wait to see the latest model or collection, even when they don’t know what’s in store. Do you know why? This anticipation of customers originates from brand loyalty.
Some brands establish a strong name in the market not only with the quality of their products but also by how they present them. Product and packaging design create an experience for the customer and thereby, have a direct impact on brand image.
The Importance of Packaging
The packaging is a vital aspect of selling a product. If you still believe that using a plain box for your product is good enough, you might be losing a major part of your potential customers.
Good packaging protects your product and shares vital information with the consumer. Great packaging, on the other hand, influences customers to make an impulsive purchase. It contributes to crafting the brand experience and leaving an impression in the minds of the customer.
When entrepreneurs are discussing ways on how to improve brand image, they must understand that product design, branding, and sales are interconnected. The packaging design is as essential as the product. While you might have the right product, if it does not present itself in unique and compelling ways, it will not be able to entice the customer for a purchase.
Many factors impact sales – product range, price, brand image, competitors, marketing tactics, and more. The sales team needs to take all of these into consideration. However, the packaging is also an important driver fostering your sales. A customer looks at a product on the shelf for about 4 seconds before he or she decides to pick it up. The most effective way to make those 4 seconds count is out of the box packaging.
According to surveys from Kissmetrics, 93% of consumers rely on colour and visual appearance above other factors when purchasing a new product. Nevertheless, the packaging isn’t just about interesting colours and visuals. There’s more to it.
Here are some time-tested packaging tips for product marketing. These tips make your product stand out from the rest and give your sales a push.
1. Understand your Target Audience
Every marketer identifies and defines the core target market to sell their products to the maximum number of customers. However, a clear understanding of your target group can also help in packaging designing. When you know the age, educational qualification, beliefs, income level, and behaviour of the potential customer, you can better define the visual and verbal communication tone.
2. Give your product a persona
Packaging design isn’t just a means to deliver your product. If you want to reach out to the target audience with an impactful message, a story, or a brand identity, you must consider packaging as a person. Packaging also helps in building a brand experience. And therefore, like you create a persona in marketing, you must create a personality for your product through packaging.
A packaging design agency looks at your product as a person and designs the packaging in a way that reflects the brand personality. Potential buyers get attracted by this authenticity of the brand and move towards it without even knowing what it actually is.
For instance, Apple develops products that are chic and minimalistic. Their packaging also reflects the same.
3. Don’t over-design
Many business owners succumb to this temptation. In an attempt to grab the customer’s attention from a distance, they over-complicate and clutter the design. Make sure your packaging is simple, clear and yet attractive. Most importantly, while loud packaging design can win the customer’s attention, it can fade away the company’s brand. Have a well-thought design with relevant information about both the brand and the product.
4. Keep the consumer in mind
Have you ever used a pump bottle that doesn’t easily let the product come out? Even though you love the product, its packaging frustrates you. This is because the packaging makes usage of the product difficult.
Think about how the customer will use the product and how packaging can make its use efficient and simple. The power of packaging innovation lies in solving the customer’s problems.
For instance, a pump bottle for sticky shampoo can be the wrong choice. Placing the cap at the bottom of the bottle will solve the problem.
5. Make it durable
One of the essential packaging tips for product sales is durability. The fundamental idea behind packaging should be to protect the package from damage and preserve it for as long as possible. Customers would not appreciate a product packaging that breaks during shipping or during storage over time. Therefore, invest in the right packaging material that is sturdy and strong.
6. Be honest
If you’re wondering how to improve brand image using packaging, the golden rule is, to be honest. All information that you share should be accurate. When you trick users with incorrect information and mislead them into buying your products, you tend to disappoint the customer.
You can share the benefits of the product or stick to only the design essentials. The strategy depends on your brand and the category to which the product belongs. However, make sure you communicate the benefits of the product innovatively and creatively.
7. Invest in packaging
Packaging design has the power to establish an image for your brand in the market. The first thing that a customer notices about your product is the packaging. It sparks the connection. While spending time and money on product design is crucial, you should also pay attention to the packaging.
A packaging design agency can help you design packaging in a way that provokes emotions of joy, amazement, excitement or delight. When packaging instantly connects with the customer, brand awareness and recognition will improve.
Attractive packaging design is what differentiates a product from a brand. A product can destroy its own success if it is not designed, packaged, launched, and sold with the brand at its core. Apart from the tips shared above, it is essential to stay updated with the current packaging trends. Using the right packaging design strategy, you can exploit your product potential.