Developing a successful long-term product packaging strategy is not an easy task. There are many variables and market conditions that need to be taken into consideration. That is why the packaging professionals from Packlion are here to help you make the best decisions and achieve the results you are hoping for.
If you are ready to take a proactive approach to create the best product packaging strategy, keep on reading.
Contents
Why do you need a strategy for your product packaging?
Packaging is an important part of the customer’s experience. It is the first thing people see and also their first physical interaction with your product upon purchasing. First impressions matter, so it makes sense to put an extra effort into making the most of your packaging.
Tailoring it to exceed customer expectations and trigger visual, sensory, and emotional responses is the secret to good packaging. Relatable designs lead to higher profits and encourage positive feedback, recommendations, and client loyalty. Those are all good reasons why your company needs to develop a product packaging strategy.
Initial questions to ask yourself
What is your product?
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Fragile and delicate items require secure product packaging with high protection properties. Liquid goods require durable and leak-proof containers. Confectionary and edible products need perfectly-fitted boxes to avoid breakage. Large items with irregular shapes would need custom packaging. As you can see, each specific product requires a different packaging solution.
So think about what your product is, what its qualities are, what materials it is made of, is it fragile, or does it requires any special storage or logistical conditions. The answers to those questions are vital to developing a strategy and creating high-quality packaging that suits your products.
Who are your customers?
Knowing your customers is also something you should not overlook in the process of developing a packaging strategy. Pay attention to the sex, age, interests, and other demographic data of your clients. You also need to understand what the customers are looking for, what their budget is, and if they tend to support sustainable brands.
In the design process, make sure your packaging is socially relatable and oriented to your ideal customers. Because to capture their attention or stimulate them to make a spontaneous purchase decision, first you need to stand out.
How do people buy your product?
In modern days, when developing a packaging strategy it is also important to know how and where people buy your products. Are your products only available online? Do you sell them in your brand’s shops? Or maybe your highest demand is at retail stores? A mix of all?
The factor of how people get access to your goods should play a huge role in your packaging design decisions. Think about how different your packaging should be according to the product distribution channels.
Steps to success
Choose your box style
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The first step in developing a successful packaging strategy is to choose the style of the packaging box. The way it looks, the way it opens, its durability, and its usability – these factors all play a role in how customers interact with your packaging. Determine which type of box is most functional and would best suit the product properties.
Select the right materials
Sticking to traditional plastic packaging and wraps is a big red flag to the modern-day consumer. People are more eco-conscious than ever. For that reason, brands across all industries have slowly started to implement sustainable solutions.
The best eco-friendly packaging materials are paper and cardboard. Both materials are natural, renewable, recyclable, and biodegradable. Paper is great for filling and wrapping, while cardboard boxes are a durable solution for the outer packaging.
Create your information architecture
The next step is to create an information architecture for the packaging. It could include an attractive photo of the product, a positive testimonial, a catchy tagline, an intriguing story, a recipe, or a how-to-use guide.
The options are endless. Hence, think about what you want to be recognized for. Choose a signature centerpiece for your packaging design and add 2 or 3 more informative elements to make it work.
Design and evaluate the result
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Create a design that resonates with your clients, clearly conveys your brand message, and accurately presents your products. For best results, select all colors, fonts, and visual elements carefully, while following one main packaging theme.
After the design process is over, it is time for evaluation.
Here are the characteristics of a good packaging design:
- Authentically represents your product
- Clearly shows which is the target audience
- Photos on the packaging match the package contents
- The product stands out both on store shelves and as an online listing
- The product is easy-to-recognize among competitor products
- All statement elements are visible when the packaging is shelved
- Packaging is reusable or recyclable
- Design is versatile
Receive feedback
When you are too familiar with something, it is normal to lose your ability to evaluate it honestly. Thus, packaging design concepts should also be assessed and approved by a test group of people who are not familiar with your brand. That way, nobody is biased and you will get genuine and authentic feedback about your packaging.
Ask the group the following questions:
- What is this product? What does it do?
- Who is supposed to purchase this product? Would you purchase it?
- What is the first thing that captures your attention in this packaging design?
Once you know these answers, it is easier to decide if a packaging design accurately represents your product and brand. The genuine feedback is bound to inspire the proper alterations to the packaging design.
