Great Product Packaging
August 27, 2010 Leave a comment
We know it when we see it. It triggers a curious feeling, an impulse to pick it up, to touch it, and to bring it home with us. No, it is not a puppy! It is a great product -packaged with great care – in great packaging materials. Often, in the buyer’s eyes, the package the product is in, is synonymous with the product. People associate the quality of the product and the experience using the product with the packaging (marketing) the product is in. With packaging playing such an important factor in a product’s image and ultimately sales, here are five elements of packaging that helps to create a connection with the buyer.
Material choice is an important factor in package quality. Material quality ought to reflect the value of the product being sold. Material choice may include the gauge of shrink wrap; paper weight of a retail box, the mil thickness of a poly bag or the flute size best suited for graphics reproduction and stacking strength. Materials selected needs to endure the distribution channel and the retail environment while accurately reflecting brand attributes.
Product Protection Systems
Packaging needs to protect the product from elements within its manufacturing environment and distribution channel. A product that is well protected may have many layers in its packaging system, such as a primary package that is sealed, a secondary package to reduce movement and a tertiary package. A retail package’s tertiary packaging may be the retail box placed on the shelf for purchase. An OEM package’s tertiary packaging may be the distribution box that is stored at the distribution location. Finally, how the product is unitized, its pallet pattern and pallet protection all contribute to how well the product is protected.
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Packaging processes need to be complimentary to the product’s manufacturing processes, sequenced correctly and given as much attention as the creation of the product itself. Packaging processes requiring employees to double and triple handle product are inefficient. Inefficient process can lead to quality problems, such as missing components.
Ease of use
Ease of use factors for the end user include the ease of opening the package, the layout of the product and its accessories and handling for distributors.
From a brand prospective, packaging needs to communicate both emotional and rational information about the product. Colors, font choice, images and logo placement on the package creates an emotional response to the product. Text and other content inform the user of product features and benefits.
As consumers, buyers and end users, we have difficulty differentiating the product from its package. We tend to believe the image communicated in the packaging is the product we are buying. With this knowledge, It is important to develop great packaging to promote and protect our great products, make connections with our target market, increase sales and help consumers feel good about their purchase decisions.