What Makes A Good Product Packaging?

If you’re in the manufacturing business, you understand that having an outstanding brand is critical to your success.

There are many articles and varying perceptions out there about what makes a great brand and how to distinguish your brand from the competition. But one thing is for sure. Your brand packaging plays a very important role in a consumer’s buying decision.

Just think about the last time you picked a product from a retail shelf. What made you decide to pick up that particular product?

I think it’s safe to say that aside from the product and price, the things that compelled you to initially pick up the product has to do with brand, design and the message on the package.

Having a well recognizable brand, a great looking and well-designed box and copy that speak clearly and directly to a consumer’s specific needs and wants will more than likely motivate an end user to pick up your product.

And here’s the deal…if you’re not selling direct to the consumer, before you even get your products on retail shelves you must be able to convince the retail owner or buyer that your product is worth taking up retail space on their store shelves. So essentially you’re package design hong kong trying to please a buyer or retail owner and the consumer; a challenging proposition given the plethora of competitive products that are always vying for shelf space.

I’m often asked how important packaging is when presenting a product to a retailer. My answer is always absolutely essential! And here’s why.

JoAnn Hines, known as the Packaging Diva, one of the top consumer products packaging expert shares some important facts on her blog that shows why packaging is so important and in some instances can make or break the sale:

• The average consumer takes only 2.6 seconds to make up their minds whether to purchase your product or not. (So, will your product stand out from the competition?)

• Women either influence or make the purchasing decision 85 percent of the time. (Know your target audience but this means you have to sell to her first regardless of who she is shopping for.)

• 70 percent of all purchasing decisions are made at the store. (This provides an unlimited opportunity to tell your product’s story – provided you capture their attention).

Shop owners and retail buyers understand the above facts, so in order for them to sell through products on their shelves they not only look at the product but also the overall presentation of the product line.

So how can you make your brand packaging stand out from your competition?

Keeping in mind that this list is by no means exhaustive just by the sheer number of factors involved in what is perceived to be a good package, there are a few factors that I feel is important to mention.

Name. A catchy name, quirky, humorous, short, easy to remember, a name that states exactly what the product does…these are just examples of qualities in a name that have proven to work.


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