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Packaging Principles: Sell More Product With Good Packaging

20 Mar

We all know packaging is important for creating a strong impression. But how do you make sure you have hit all the packaging must-haves?

Here is a checklist of 4 things your product packaging must do.

Must Have #1:  Be Disruptive.  How many times have you walked down a store aisle and missed what you were looking for? It is a fact – It is a sea of product out there. Your first mission when developing packaging is to stand out from competitors.  Hopefully your brand imagery has already been developed with this in mind.  If not, here are other ways to create a disruptive look at shelf:

  • Is the brand and product name prominent? Achieve a larger brand presence through multiple facings and SKUs.
  • Is your package shape unique?  (Not necessary, but this is one lever to pull to create disruption on shelf)
  • Is your background color different from the competitive brands beside you on shelf?
  • Are you using brighter medium-toned colors instead of pale and soft tones?
  • Less is more; is your copy and layout clean-looking? Is there more “white space” than copy?
  • Is the font type easy to read?

Must Have #2:  Fit the space. Don’t overlook the restrictive dimensions of store shelves. Make sure your product is not too tall, too wide, or too deep. Also ask yourself, do my retailers merchandise on shelves or peg hooks? Take a walk down the aisle to see your product might be merchandised.

Must Have #3:  Think logistics. Will the packaging be durable during shipping? Larger retailers will require transit tests to make sure packaging will hold up in transportation. How many units can you fit in a box? You want  dimensions that allow for an optimal casepack configuration?

Must Have #4:  Get the input of consumers and retailers. Effective packaging meets both the needs of the consumer and the retailer – arguably your two biggest stakeholders. Make sure you get consumer and retailer feedback.

To get consumer feedback, consider SurveyMonkey, informal focus groups, or catch shoppers (who resemble your target consumer) as they leave a store to get their opinion. Avoid friends and family feedback, if you can. They will know too much about your product to give an objective opinion.

To get retailer feedback, leverage who you know. Do you have a relationship with your retail buyer already? If so, they would appreciate the chance to preview your packaging prototype before its finalized. It’s a great way to get “buy-in” on your packaging and product before the actual “sell-in”. Or, if you have relationships with brokers, distributors or vendor reps, they can provide a good retail perspective on your packaging designs. Don’t have either contacts? Not to worry, once Buyerly is up and running, you’ll be able to submit your packaging to a panel of retail buyers to get their input! How cool is that?