“A retail package is the last and best chance to make a sale,” says Marty Neumeier, author of The Brand Gap. In a world where consumers are confronted with a plethora of choices, visually appealing packaging can be the deciding factor in the consumer’s mind.
Package design distinguishes your product from a competitor’s product, but it should also catch the eye. Well-designed packaging increases brand recognition and also appeals to the consumer’s sense of moral satisfaction. In other words, people want to feel good about what they put in the shopping cart.
Practical packaging is all the rage these days as cost-conscious shoppers expect perishable goods to arrive fresh and intact. Ensuring the end-user is fully informed as to a packaged product is a must in a litigious society.
Yet, preserving the visual appeal of a packaged item is also paramount, because we are visual creatures. We naturally gravitate toward beauty, color and creativity that enlivens our daily routine.
Savvy retail packaging also boosts brand loyalty as it increases brand recognition.
Well-designed product packaging helps the buyer visually connect a product with a brand, boosting a product’s visual profile.
And there’s yet another reason to give thought to package design: People want to feel good about their purchases. Consider packaging that helps consumers understand how your product will impact the environment. In today’s eco-conscious world, consumers expect it.
The ecologically minded consumer prefers biodegradable packaging. So, package design that incorporates recycled content or materials that are manufactured in a sustainable manner — that’s what today’s shoppers want. Keep that thought foremost, as you create a new packaged product.
And do look for ways to reduce the amount of packaging. You’ve probably purchased an item, in which the packaging was a clear case of overkill. Consumers are taking note of products that appear to be wasting resources through the use of multiple layers of packaging. If such packaging is essential to protect the product, ensure you include a disclosure on the outside of the packaging that helps the buyer understand the need for a more robust package.