Every business owner knows that packaging is the unsung hero of their business and that it really does pay off to invest into it sufficiently. There are so many tangible and intangible benefits to doing so, and they may not be immediately obvious to those who are new to the retail sectors, and even businesses that have been long established can fall into the trap of neglecting their packaging.
Neglecting your product packaging has the reverse effect of putting your brand at a disadvantage. For example, your customers will be looking for products that are packaged well and in keeping with modern trends. Dated packaging and packaging that is made from materials that are no longer desirable is an easy way to put people off, and this really isn’t something that you can afford to do in today’s saturated market.
The benefits of good product packaging
Firstly we will look in more detail at the benefits of packaging that has been done well. Imagine you are looking at your products for the first time as a customer. The very first thing you will notice is how they are packaged. You will see the colours used, will be able to feel the quality and finish of the packaging materials, and will be able to assess how well the products are protected inside.
You will be making judgments about the company based on you initial experiences with the packaging, such as whether they care about their products reaching you in perfect condition and whether their ethics align with yours through their choice of packaging materials. Based on these assessments, you may find that the product and company itself are something you want to spend your money on, or perhaps not. You may instead feel that this is not the brand for you and will look elsewhere for an alternative product.
We all do this and it is largely subconscious. The fact remains that your packaging is what will give your customers and potential customers their first impression of your products and your company itself. As such, you really can’t afford to neglect your packaging and should indeed spend at least some time thinking about whether your current packaging is helping or hindering your goals.
Great packaging will make your customers feel that the product they hold in their hands is special, and by extension they will feel special when they purchase and use the product. Whether this is because you have given your packaging a premium look such as <span style="text-decoration: underline;">large gift bags</span> made from embossed paper instead of plain, or have chosen materials that align ethically with your customers’ preferences, the result is usually the same. Rather than reaching for something else, they will instead place their trust in your brand and buy your products.
In terms of packaging trends, as with any trend these may come and go, and the shorter lived trends tend to relate to packaging style rather than materials and quality. For example, a few years ago there was a huge trend for packaging designs that followed the ‘shabby chic’ trend which was all about ditsy patterns and a somewhat vintage look. This trend is largely over now and instead, most people are showing a preference for packaging that is more sleek and clean, especially when it comes to products such as makeup and cosmetics.
One trend that is set to last is the trend for alternative, sustainable materials that are low impact alternatives to the usual single use plastics that have been commonplace for decades. The reason for this trend’s popularity is that customers are more switched on than ever before and are more aware of the impact that their shopping habits have on the world around them so they have a growing preference for products that meet this need.
You should consider taking part in this particular trend because it demonstrates that your company has an ethical code that aligns with that of the average, eco-conscious consumer, and not only this but your company is actively trying to do more for the environment. We are expecting this trend to become more important over the coming years, so it will be beneficial for your company to begin the process of becoming environmentally friendly and sustainable early on.
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