Successful businesses know that innovative packaging can make all the difference when it comes to standing out from the competition. Products with the right packaging will have more shelf appeal, which is a big deal when it comes to attracting the attention of the consumer in a sea of choices.
Great packaging itself isn’t enough of course (the product inside has to be stellar, too) but if the packaging is subpar, the product will never leave the shelf if the packaging isn’t eye catching.
Packaging goes beyond just aesthetics, too. Packaging is also important because it greatly impacts the consumer’s overall experience with the brand. How? Take for example a box of cookies. If they are packaged in such a way that the cookies end up broken into bits in the box, the consumer is not likely to
buy the product again. On the other hand, if the product is packaged in a way that protects the cookies and keeps them intact, the consumer will be much more likely to choose that brand over others in the future.
Packaging that is also user friendly is going to stand head and shoulders above the competition, too. When it comes to food products, for example, packaging that is easy to open and easy to close/reseal will be very appealing to most consumers. Packing that is easy for the average homeowner to store will be appealing, too, as it does not present a problem that needs to be solved. Awkwardly shaped packaging requires either to be stored in an unconventional way or that the product was taken out of the
packaging in order to be stored.
Convenience is a major factor that should be taken into account when packaging is developed. Consumers are busy these days and they are more apt to buy products that are time savers. Take for example prewashed and pre-cut produce. Even though they cost a bit more than the traditional version, people are willing to buy these products because the meet a need: to save time.
Finally, environmental responsibility has taken its place at the forefront of what consumers are looking for in the products they buy. Green packaging (made from recycled/recyclable materials, biodegradable packaging, or even the reduction of overall packaging altogether are emerging trends that are stepping up to meet that need.
A positive overall experience is absolutely imperative to achieving repeat purchasing habits and, as a result, brand loyalty. It’s important that companies continually take stock of their potential customers’
needs and wants, and develop not only products, but also packaging, to meet those needs. If they can be successful in doing that, companies will create a loyal customer base, which is the key to the success of any business that creates consumer products.