Why are packaging designs important?
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Packaging is MORE important than what’s inside (for the first 3–5 seconds of the consumer buying decision matrix in a retail setting).
PACKAGING MUST SERVE MANY ROLES
Packaging (your label design, colour scheme, branding, typography, copy/choice of words and brand voice) is your first sales team and your 24/7 sales force. Great packaging inspires, it communicates, it informs, and it breeds trust — and if done right- it imparts a warm fuzzy feeling. i.e. evokes an emotion.
PACKAGING ECOSYSTEM
If your product sits on a shelf, consideration into the ecosystem you will co-exist is important. i.e. you’re a private label cola and the predominate colour of your label and packaging is red… talk about being “lost amidst the noise”.
PACKAGING AND YOUR SUPPLY-CHAIN
Packaging and your supply-chain. Know thy supply-chain for it shall dictate acceptability of packaging choices along the chain. It can also reduce your warehousing costs (especially Amazon FBA). The right packaging increases your margin per unit shipped, given you can add more units per pallet, shipping container, etc.
PACKAGING EQUATION
Brand values, your entrepreneurial vision, your target audience, your supply-chain, food trends and design trends all are variables in the equation of good packaging design.
SECRET INSIDER TIP — big brands and visionary food formulators always design their packaging before finalising product.
Why and How?
When you launch a product, you do so to solve a problem, or to raise the standard of the current status quo of competitors, or invent a new category (or tweak an existing one). In such, you know exactly what your unique selling point/proposition contributes to the space that you will compete. You therefore know what salient features you want to communicate to your audience and to differentiate yourself from the rest.
Once your packaging is crystal clear, it really helps solidify commercial decisions with confidence. Now it’s real, it’s in front of you, you can touch it, and it has been brought to life. It’s no longer abstract and conceptual.
thanks for reading !!!
