What to do and not do with your product packaging
When you’ve come up with an incredible product that you just know your target audience is going to love, you need to make sure that you get everything else right to enhance your product further. Your product might be amazing, but if it doesn't present to your audience the right way, then it isn’t going to fly off the shelves.
One of the most important aspects of marketing your product is the product packaging. Whether your product is physical or digital, these do's and don'ts can be taken into consideration when finalizing the look and presentation of your product.
Do: Make Sure You Stand Out From Your Competitors
You need to make sure you do extensive research on your competitors so that you can ensure your product packaging stands out. Now, this doesn’t mean it should look totally out of place when compared to your competitors, or that everything they’ve done you should do the opposite of. Try not to go OTT (which we’ll discuss later) while making sure you stand out from the rest.
Don't: Be Misleading With Your Packaging
The key to great packaging is making sure you never mislead your audience. For example, let’s say you’re selling plain oatmeal cookies, but on the packaging, you picture your cookies with chocolate pieces or fruit bits. That’s misleading. Maybe you make them look like huge cookies when in reality, they are pretty small. It will even be misleading if your cookies do contain fruit bits, but you picture a cookie with a ton of them on the packaging, only to include a small amount in the actual recipe. Be smart and don’t mislead your customers by making sure your packaging is an accurate representation of your product.
Do: Work With A Company With Experience
You’re not going to be able to create your packaging all alone, so make sure you do your research and work with a company with experience. You can read more when you’re doing your own research, but it’s a good idea to make sure you’re looking at testimonials and reviews. Make sure you check out a portfolio too, so you know the kind of work this company has taken care of before.
Don't: Go Cost Effective Over Quality
While you do want everything to be as cost-effective as possible, you don’t want to choose cost effectiveness over quality. Your product packaging must be high quality - it’s the total product people will pay attention to, and that includes the packaging. Ideally, your packaging will be recyclable but high quality enough to draw people in and make them want to touch it/grab it as soon as they see it.
Do: Be Kind To The Environment
There are many reasons to become a more eco-friendly company, just one of them being that more and more people are looking for these types of businesses to work with. If your packaging shows that you’re a company that is kind to the environment, it’ll likely fly off the shelves.
Don’t: Make It Too Tough To Get Into
Make sure your packaging is easy to get into and to use. Making it too difficult will alienate your customers and stop them from purchasing even if your product is great.
Do: Make It Clear And Simple
While you want your packaging to stand out, it should also be as clear and simple as possible. This is why you need to be creative! Making your packaging stand out while being as simple and clear as possible can be tough, but you can do it if you work with a reputable company and take your time. You make your product stand out using colors, fonts, and various elements that all make up a great bigger picture. It isn’t always about adding as many graphics and pretty things as possible.
Don’t: Choose Something Too Out There
It isn’t a good idea to choose packaging that’s too wacky or out there, as it could actually put people off purchasing the item. People want to buy items that make them feel good. They want to know what they’re buying, they want to understand the product/company, and they want to resonate with the company too. Chances are they won’t resonate with you very much if your packaging is too strange.
Do: Make It Practical
Make sure you don’t choose great looking packaging over practical packaging. Your packaging should be practical first, and attractive second. Just take a look at the time Heinz turned the ketchup bottle upside down - it literally flew off the shelves. They’d never seen sales like it! It just goes to show that a little imagination can go a long way - not to mention listening to your customers and what they want! How can you make your packaging more practical?
Don't: Forget To Include Important Information
You don’t want to make your packaging so clean and simple that you have to get rid of some of the most important pieces of information. Make sure you include all of the important information on your packaging, such as ingredient lists, allergies, whether it’s vegetarian/vegan, important warnings, etc. You will be liable if you leave an important piece of information off of the packaging, so make sure you include everything important on there as accurately as possible.
Hopefully, this list of what to do and not do will help you to come up with the perfect packaging for your product. Your packaging is going to be the thing that sells your product and makes it pop off the shelf. It tells your audience what you’re all about, gives them a feel for your company, and so much more. You have to be creative and find a way to do that using colors, fonts, and words aimed directly at your target customer. If you can do this, then you’ll create something that sells well!
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