The Importance of Packaging

Ever wonder what the big deal is about the label stuck to the bottle of wine you just bought, the hand-made tag strung through that necklace, the half-eatin white Apple that makes an appearance on the instructions, box, wrapping, warranty… that came with your new iPod – oh, wait! Don’t forget the Apple sticker thrown in along with it! Whether you’ve realized it or now, these visual and physical attributes have heavy influence on your consumer decisions. When done well, a products packaging highlights its most important characteristics in hopes of shortening its shelf life. And believe it or not, all business invest a fortune in this final touch!

7077e753a4d6f306fb2323eb7b3df961Be honest, unless you were in a hurry and went straight for your usual brand of wine, when you take the time to browse the store’s selection, how much of your decision is based on the overall look of the bottle? Didn’t that delicate, hand-scripted price tag immediately place emphasis on the genuine craftsmanship of that necklace? And come on, Apple fan or not, you know exactly what that half-biten macintosh symbolizes!

If your company is in need of a product facelift, if you’re new business needs a jump-start on packaging ideas, or if you’re just curious as to the design and marketing efforts businesses put into the final touches of their inventory, take a moment to read through this article featured on smallbusiness.chron.com.

Importance of Product Packaging in Marketing

How product packaging plays a role in marketing and purchase decisions.

by Kristie Lorette, Demand Media

Whether you’re getting ready to create packaging for a product you’re selling or you’re considering changing the packaging of an existing product, you may be wondering if the appearance of a product’s package is important. Many product providers may think that the product and its performance is more important than what the packaging looks like, but the product packaging can play a role in the success or failure of the sales of the product.

Function

The purpose of product packaging is to protect the product from damage. Product packaging not only protects the product during transit from the manufacturer to the retailer, but it also prevents damage while the product sits on retail shelves. Most products have some form of packaging. For example, soups must have a container and package while apples may have packaging for transport but not to sell the product from the produce department of the local grocery store.

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Attraction

How a product is packaged may be what attracts the consumer to take a look on the product as is sits on store shelves. For this reason, many companies conduct extensive research on color schemes, designs and types of product packaging that is the most appealing to its intended consumer.

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Promotion

Packaging also plays an important role for portraying information about the product. Outside packaging may contain directions on how to use the product or make the product.

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Facilitates Purchase Decision

Packaging may also contain ingredients and nutritional information about the product. This information can help to sell the product because it allows potential customers to obtain the necessary information they need to make a purchase decision. Information contained on a package may propel the reader to buy the product without ever having to speak to a store clerk.

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Differentiation

Packaging can also differentiate one brand of product from another brand. Because the product packaging can contain company names, logos and the color scheme of the company, it helps consumers to identify the product as it sits among the competition’s products on store shelves. For example, as a shopper walks through the coffee aisle of the local grocery store, the bright orange, pink and white packaging of the Dunkin’ Donuts coffee brand may be easily recognizable for the consumer to grab on his way by the coffee shelf. The shopper may identify with the company brand, which propels them to buy the product. If the product packaging changes, it may alter the brand perception of the company, which doesn’t mean that the consumer would not still purchase the product, but it may delay the purchase until the person is able to identify the product according to its new packaging.

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PIP Triad can help you and your business with your packaging needs!
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