New business startup market warfare…positioning your product packaging for success
One important feature that new businesses often skimp is product packaging. It’s often an afterthought. They have an amazing product that may be the best in its product category and then it doesn’t have packaging that accents the product. Think of it this way, if your product is marketed to an upscale clientele then the packaging should mirror its cachet. Likewise, if you have a product that is geared toward mass appeal and wants to show frugality the packaging should mirror that theme.
New companies must plan packaging supplies along with product development. They go hand in hand. Explore what might make your product stand out in a competitive market. Packaging can set off an otherwise mediocre product into a strong contender in its market niche. Color, sizing, unique structure, branding and cost all are components to consider in delivering effective packaging.
Packaging to some established companies is everything. Consider fragrance companies. It’s extremely competitive and fragrance companies have to dig deep in order to create a packaging scheme that positions and accents its product to support its brand. Can packaging elicit emotion similar to actual products? Design configurations must elicit the brand’s essence. This supports the product and its position in the market. Here are a few tips to engage designers to think about for product packaging.
Configuration & Specifications
If the product requires the standard rectangular box or square box it will all come down to where your product is being sold. Retail box shelving is extremely different than if your product were only being sold through online channels. This also includes whether the product packaging will be constructed with paper, plastic, cardboard, be bag-like or other configurations. There are millions of combination with good examples already on shelves. Consider options that are not currently on the market that are affordable.
Eco-friendly
In the last 20 years being eco-friendly or rather making and advertising your product as being environmentally friendly is a major differentiator for some brands who want to elicit a wholesome down to earth feel. And in some cases, this package feature is even touted and a benefit of the brand. This is another opportunity to differentiate the product from competitors.
Prominently display product feature and benefits
This goes without saying, but have you ever picked up a product that was not visible through the packaging and could not clearly read or understand its feature and benefits. This happens a lot and new companies must be clear and concise with its package messaging to ensure the purchaser clearly understands what is inside.
Package protection
The packaging not only must deliver the product features in a clear understandable manner it must protect the product in shipping and storage. This can increase the cost of the product if not designed correctly and if the product is consistently being damaged in shipping then it may be poor package design. This leads to more product returns and thus increasing your total product costs.
Branding
Lastly, branding should be creative, bold and epic. If the product is a luxury brand, then packaging must mirror the brand. Luxury product packaging should appear, well…expensive. It comes with the territory. It can and should be a major differentiator and deliver the emotion of the product. The packaging should scream the brand. Brand appeal drives sales and your packaging should convey the brand in every manner.
In Conclusion
Packaging must elicit the emotion of the product and deliver visually appealing advertising for the product. It should be clear and provides another opportunity to speak to your customer about the wonderful product inside. Continue to monitor how the product packaging is perceived and make adjustments when necessary or when profit levels allow.
