How important is packaging design to the success of your product?

Packaging is the third largest industry in the United States valued at $110 billion per year. There are an estimated 350 billion packages ranging from the smallest item in pharmaceuticals to bulk bags used to carry thousands of pounds of contents and that can withstand rigorous transportation.

product packaging design

Consider what product packaging design does to your product:

  • The most important thing is that the packaging identifies your brand.
  • The packaging communicates with the consumer and presents an image, shows the product and also provides instructions for its use.
  • Packaging distinguishes your product from that of your competition in its design, color, and shape.
  • Packaging is the promotional advertisement for your product. It is the last thing the consumer sees about your product before making the decision to buy it.

To see just how important product label design is, take the case of DermaQuest, which produces a line of skin care products. Although their products are of high quality, their initial packaging was not impressive and did not say much about their product. After working with a team of professional designers and brands, their skin care products received a whole new makeover. Allyson Rogers, Director of Education for DermaQuest, said, “It’s made a huge difference. It’s helped us enter new doors that we haven’t been in before. This is something that doctors are drawn to. It’s clean, scientific and elegant looking.” The new look resulted in his sales doubling. Packaging typically equals 10% of a product’s retail cost. However, this margin would go up or down depending on the product you are selling. Manufacturers of cosmetics and electronics can spend up to 40% or more of the product cost on packaging, as well as gift items. A product with attractive packaging makes a difference at the point of sale. The extra care and cost required to produce an attractive package is more than covered by increased sales. Sanjay Sood, associate professor of marketing at the UCLA Anderson School of Management, said: “Packaging may give consumers some kind of interest or incentive that can help customers try it, but for repeat purchases, there is where the product will live or die. your own.” There is a psychology to consumer selection of a product and it depends on the design and packaging of the product.

Points to consider when designing product labels:

  • The packaging must be functional. You must protect your product against any type of damage or deterioration.
  • It must also be able to withstand transportation and shipping.
  • must be environmentally friendly
  • It should be easy to open and the product easy to use.
  • It must be tamper proof.
  • The packaging must be attractive to the consumer, a distinguishing feature that makes your product stand out against a hundred other products on the shelf.
  • Packaging, labeling and any additional information should be designed with the profile of your target consumer in mind. Understand your market and target them specifically. Packaging for a generic audience can confuse the consumer.
  • The packaging should help build your brand image. It is about communicating your product and building a relationship with your consumers through your brand image
  • The packaging must stand out against the competition’s products.

Product Label Design: Health Supplements

  • The labeling of health supplements is important. Package labels must contain Supplement Facts about ingredients and their nutritional value and comply with other FDA guidelines regarding dietary supplements.
  • Additional information on the package about how the product works could provide consumer incentive information that will help you make an informed decision about your competitor’s products.
  • In-pack promotional brochures can help consumers become more aware of the product and how it beneficially impacts consumer health. This can build credibility and trust. These brochures can also be used to introduce other products to your production line.
  • Adding one or more health claims to health products could increase your sales by 20%. This was the conclusion of an online study conducted by National Starch. The consumer’s perception of the main brands of bread, nutritional bars and cereals was evaluated. It was found that consumers began to value these products more when the packaging was modified to include additional health claims such as: “increases intake of dietary fiber”, “promotes a healthy digestive system”, “helps control high levels of sugar in the blood”. “provides energy balance” and “offers prebiotic properties.”

Packaging trends are constantly changing. There are new innovations all the time. Staying on top of packaging and label trends will give your products a competitive edge.

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