The importance of product packaging can hardly be undermined – not only does a product’s packaging set the overall tone and feel of the product, it also plays an important role in determining your product’s overall call towards your target market. If as a business owner or a marketing executive, you don’t consider your product’s packaging, you’re setting yourself and your business up for failure. Product packaging communicates certain cues to your target market and your consumer, and is one of the most important marketing tools you could utilize in your branding strategy.
If you think of it, how many times have you yourself, or witnessed a friend buy something they don’t need simply because the product’s packaging is super cute or sleek or matches their personality? The answer to this probably from every reader would be numerous times! It is true – relatable and good packaging does attract customers and entice them to buy your product just for the sake of it. When you combine good packaging with a useful product, you set up the perfect equation for a loyal and lifetime customer for your brand.
Additionally, your product’s packaging is often the first impression and first point of contact with your potential customers. By focusing on your product’s packaging and really giving it the importance it deserves, you can ensure that you build a long-lasting relationship with your potential customers.
The importance of product packaging is summarized below:
1. Product Differentiation
Good packaging differentiates you from your competitors and help you garner much needed attention from your customers. According to research, a major part of a consumer’s buying process constitutes of them thinking about and judging a product’s packaging, and hence it is necessary that while you pay attention to your product’s quality and performance, you also focus on its packaging because despite the famous saying, many people do judge a book by its cover.
2. Product’s Marketing
In a crowded retail store, where every shelf is stacked with hundreds of products from your competitors alongside your goods, in order to stand out from the crowd your product’s packaging needs to be on point. In-store marketing and advertising are popularly achieved by using packaging boxes that feature your brand’s logo, highlight your brand’s tagline, and communicate your overall product personality to the consumer.
3. Brand Recognition
Distinct and out-of-the-box or even sleek and simple packaging sets your product out in a swarm of other similar products. It also helps create brand recognition and make your product memorable in the minds of your consumer. An apt example of the above is the iconic shape of Coca-Cola’s bottle, that has been changed over the years but has always maintained a distinct and curved design. If your packaging’s silhouette stands out from your competitors and is truly unique, you could really cash into it.
4. Product’s Casing And Protection
In addition to making an impression and being aesthetically pleasing, your product’s packaging also helps you keep your product safe and act as a casing for it. Especially for fragile products or for edibles, packaging is important as it protects your product from any external damages during logistics from the factory to the warehouse and to the retail store. Including seals and plastic films in your product also ensures that no tampering takes place with your product and the customer receives his/her products untouched and in good shape.
In conclusion, your product’s packaging creates the overall product feel and greatly contributes to your product’s branding and image in the customer’s mind. Packaging that is memorable and aesthetically pleasing, attracts customers towards your product and help in your product and brand’s promotion to a great extent.