Business owners think they can give tough competition to other brands in terms of value for money, quality, customer focus, advertising, and innovation. With the help of these factors, they can surely stay ahead of their competitors, and all of these factors are indeed crucial for survival. But they are not sufficient in today’s competitive world.
Another critical factor that plays a crucial role in a brand’s success is its first physical touchpoint with the customers, i.e., packaging. So, to stay ahead in terms of market share, the retailers have to stay ahead in packaging too.
In this blog, we shall discuss everything that you need to know about product packaging.
Levels of Packaging
The following are the three levels of packaging:
Primary Packaging
Primary packaging is the products’ immediate packaging. In most cases, it is retained with the product until it is used or consumed by the consumer. For example, plastic packets for eatable items like chips. In some cases, box or glass packaging is also used throughout the life of the product, such as tomato sauce.
Secondary Packaging
It is the additional protective packaging. Such packaging generally is retained with the product till the consumer starts using the product. For example, some soaps come in a cardboard box. Notably, these soaps have additional internal plastic packaging. The consumer first throws the box packaging and then discards the plastic packaging when he wants to use the actual product, i.e., the soap.
Transportation Packaging
Transportation packaging refers to the packaging essential for storing and shipping the products—for example, corrugated boxes, courier bags, etc.
Objectives of Packaging
The following are the objectives of packaging:
Physical Protection
Packaging ensures that the products are protected against dust, dirt, temperature, deterioration in quality, and compression. Packaging and labeling also protect the products from product pilferage, theft, and breakage.
Packaging and Marketing
Packaging plays a crucial role in the marketing of the products and the brand. Appropriate packaging helps the sellers to promote the products. It also attracts consumers towards the product. It provides the first touchpoint to the consumers. The shape, size, and appropriateness of the packaging grab the attention of the customers.
Conveying Message
There is a lot of information that the manufacturer wants to convey to the users of his products. This information can be anything - how to use the product, the ingredients/raw materials used, product manufacturing process, manufacturing date, expiry date, customer care number, etc. Such information is critical and printed on the product packaging to help the customers gain information conveniently.
Enhance Brand Image
Attractive product packaging enhances the brand image of the product. It provides consumers with a positive unboxing experience. Packaging makes the product look aesthetically appealing.
Enhance Profits
Consumers are willing to pay higher prices for nicely packaged goods. In addition, aptly packaged goods reduce the cost associated with product handling, transportation, and distribution. Thus, product margins are increased.
Product Identification
The packaging gives the products a unique identity. An exceptional design with effective use of colors, graphics, shapes, etc., will make your packaging impressive. Such a distinction of packaging will create a unique identity for your products, and the customers will be able to identify the products conveniently.
Importance of Product Packaging
Product Protection
It is the most basic function of product packaging - to keep the products inside safe. The protection of products is crucial, specifically during product shipment between the manufacturing factory to the retailer and the retailer to the buyer. The packaging must also protect the product while the retailer showcases the products on the shelf.
Therefore, it only makes sense to make the packaging sturdy. Many companies opt to package their products with seals that prevent tampering. This further enhances the safety of the product. Consumers want their product to function in a particular way, and the best way to ensure the same is by keeping the packaging secure, dependable, and reliable.
Attract Buyers
After offering protection to the products, attracting customers is the second most important function of packaging. When deciding the packaging type and design, it is vital to consider the customers’ needs and wants. After all, the main goal is to create a product and packaging that attracts the buyers and entices them to make a purchase. The first impression is crucial for the product and its packaging as well.
The combination of well-designed packaging and aptly packed products can go a long way in attracting your customers. For this, you need to be very careful while choosing the packaging style and color - it must attract the customers and encourage them to make a purchase.
Keep in mind that the product packaging is the reflection of your product’s quality. Therefore, conduct extensive research to understand what your customers want and ensure that you develop the packaging that attracts and compels them to buy from you.
Product Promotion
Another function of packaging is to promote the product and display it uniquely and distinctively. Some products, specifically food products, include essential information, such as ingredients and nutritional information, that the customers need to know. Thus, food packaging especially requires all the information to be printed on it.
Besides, other products that require how to use/set up information. Here again, displaying all the required information is necessary to keep the consumers updated. Additionally, it also promotes customer satisfaction by helping them make an informed purchase. If the buyer knows and understands what he is purchasing, he will likely be happy with his purchase.
Some products don’t require lengthy instructions - they speak for themselves. So, several packaging options let the consumers see the product in real-time, such as plastic containers. Or the manufacturer can also take the help of diagrams instead of wordy explanations. Notably, for some customers, being able to view the product clearly and how to use instructions can increase satisfaction, ultimately increasing their likelihood of making a purchase.
Product Differentiation
When a customer walks through the store’s aisle, he witnesses a number of products that are supplementary to what you are selling. There is no shortage of new and interesting products in the market. Most of the retailers generally group all the same products on one shelf. In such a situation, how are you going to distinguish your product from the others?
Thus, it is crucial to come up with special packaging to let your product outshine others. While your product packaging’s size and shape may be similar to your competitors’ products, you can design your packaging differently. With the efficient use of different fonts, colors, and styles, you can easily keep your packaging innovative. You can also use different shipping packaging materials, like corrugated boxes and courier bags, to give a pleasant unboxing experience to the customers who are buying online.
Final Say
Packaging plays a crucial role in attracting customers. It gives the buyers a look and feel of your product even before purchasing the item. Therefore, it is vital to know everything about packaging to provide it with the importance that it deserves.