The quality of your product itself is far and away the most important thing to consider for the success of your business. However, it’s not the only thing that matters. Also, important is the packaging that the product comes in.
You can’t just send your products out in a brown paper bag. You need to be strategic about your packaging to reap as much benefit as possible.
How do you do this? By reading this article! Here’s the importance of product packaging.
Why Good Product Packaging Is Important
Good product packaging is important for two key reasons. We’ll discuss both of these reasons in detail below.
It Enables You to Convey Your Brand
First and foremost is the ability of the packaging to convey your brand. Branding is hugely important when it comes to growing your business. The more familiar your brand, the more trusted your company will be, and the more likely you’ll be to attract new customers in the future.
Now, how does packaging convey a company’s brand? By carrying its logo, its catchphrases, its color scheme, and the like. By personalizing your packaging with these design elements, you can highlight your brand and thus expose it on a wide scale.
Think about it; every person who receives one of your products will have your company’s logo, fonts, and color scheme shining right in their face. Therefore, they won’t just be receiving a product but a marketing device. This initial exposure to your branding could embed into their memory, thus causing them to see your company in a glowing light down the line.
It Ensures That Your Product Is Protected During Transit
The other aspect when it comes to the importance of good packaging is the protection of your products during transit. The packaging needs to possess a level of quality sufficient enough to ensure that the product isn’t damaged during shipping.
Let’s say that your product is on the fragile side. If so, you need to be sure to ship it with foam or styrofoam or air-filled plastic or something else that can provide padding.
You also need to be sure that the exterior portion of your packaging is tough enough to handle scrapes and tears. It’s likely to come into contact with a number of elements, many of which have the potential to damage the exterior portion of the packaging. But if you make the right choice for packaging material, the packaging should hold up.
Standard cardboard will generally get the job done. However, in some cases, you might want to use something tougher, like plastic for instance. Or, you might want to use a waterproof material.
Assess your product and determine what it needs to get from point A to point B safely.
How to Optimally Design Your Product Packaging
Now that we’ve discussed the importance of branding when it comes to product packaging, let’s discuss how to optimally design your packaging. Some of the biggest tips we can give you include:
Put Your Logo Front and Center
When designing your packaging, you’re strongly advised to put your logo front and center. Your logo is a visual representation of your company and is something that consumers can latch onto mentally.
Think of how the swoosh represents Nike or how the golden arches represent McDonald’s. You want your logo to have the same sort of association with your company. The way to make this happen is to plaster it all over your products and marketing materials; your product packaging is no exception.
If you need help designing a logo, you should consider working with a design and branding agency.
Utilize Top-End Copywriting
Product packaging should be seen as a canvas for marketing your business. This is an opportunity to connect with people who are buying your products and puts you in a position to retain them as future clients as well.
Therefore, your product packaging should speak to them in some way. The way to do this is to utilize top-end copywriting. Hire an experienced and talented copywriter and have them write up catchy slogans that are representative of your brand.
Again, think of Nike. Their “Just Do It” catchphrase is extremely simple but extremely memorable. When people hear the phrase, they instantly think of Nike.
You need catchphrases and slogans that evoke the same reaction. Put these catchphrases and slogans on your product packaging, and your brand will slowly grow.
Use Your Brand Colors
Our last piece of advice is to use your brand colors. These are pre-selected colors that should be used in your logo and marketing materials. Keeping these colors consistent throughout all of your marketing materials will help to establish your company’s identity and therefore make your company more memorable.
Let’s take McDonald’s as an example again. Their colors are red and yellow. Rarely will you see them stray from these colors in their commercials or packaging or marketing materials. This is because consumers associate these colors with McDonald’s and would be confused by any other color scheme.
You need to do the same for your brand. Select no more than 3 colors and keep them consistent on your packaging and other marketing materials. Over time, consumers will start to associate your business with these colors.
Proper Product Packaging Is Vital
If you want your business to be as successful as possible, you need to prioritize proper product packaging. Not only does your packaging need to protect the product contained within it, but it also needs to convey the message of your brand. Put these two aspects together, and your packaging is sure to boost both your sales and reputation.
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