Why Your Product's Packaging Is as Important as the Product Itself ?
Your product's packaging is meant to communicate a purpose: what your brand stands for and what it means for your customer.
Every year,95% of new products fail. The reason is simple: Most customers don't have the time or energy to weigh the advantages and disadvantages of the products in their shopping carts, so they use a shortcut to make their decision. That shortcut is your product's packaing.
Packaging is powerful because it tells consumers why your product and brand are different. Apple is known for its clean, minimalist packaging. If you've ever watched an unboxing video for a new iPhone, you know people love Apple's packaging.
Pad & Quill, a company that sells artisan iPhone and iPad cases, wraps its products in brown paper with friendly messages printed on the inside and a Roman seal for a distinctly hand-wrapped feel.
Packaging can continue to influence a company's sales as it grows larger, too. MillerCoors' sales slumped last year, but the Miller Lite retro can bumped sales by nearly 5%. MillerCoors didn't change its beer; it just changed the can it came in.
Poor packaging can have an even more dramatic effect. Australia recently instituted a plain packaging law for cigarettes. The government's removal of packaging branding rights aimed to discourage young people from smoking. Not only can Marlboro not use its logo, but it also can't use its typeface. The packages, covered with health warnings and graphic images that deter smoking, resulted in the biggest smoking decline, australia has seen in 20 years.
How to Design Packaging That Makes an Impact
All startups want to achieve the instantly recognizable status of Apple and Tiffany & Co., and that type of brand power starts with a product's packaging. How can you make your packaging stand out from the competition?
Make cheap packaging look chic and personalized. Good packaging doesn't have to be expensive. Stephanieverafter, an online hair accessory boutique, packages its bows on simple cards in muted colors with stylish typography. It's an inexpensive solution that gives each item a high-end feel.
Consider eco-friendly options. Packaging that's recyclable or reusable is always a reason for a consumer to choose your brand over your competitor's. In fact, 52% of people around the world make purchase decisions partially due to packaging that shows a brand making a positive social and environmental impact.Puma has made great strides with its eco-friendly packaging that doubles as a reusable walking billboard for its brand. There are plenty of creative ways to go easy on the earth and differentiate your brand in the process.
