Many people are mistaken to think that the packaging industry is soon to be forgotten, putting forward the argument that online shops make physical presentation irrelevant. What they do not realize, though, is that people are still obviously dropping by the nearest retail store to grab whatever it is they need. And in the case of online products, you don’t want to pay $1000 for a product packed in a shabby brown box.
The package designing industry is still very much in demand. It can be a very profitable business provided you know what you are doing.
The Truth About Packaging
Countless entrepreneurs learned this lesson the hard way: packaging does impact your sales in a major way. Making sure your product is durable and desirable is one thing, but packing it in a way that consumers will actually notice is another. There are a lot of numbers floating about but it is generally accepted that 70% of buying decisions is made right inside the store. This means that consumers stroll into a store looking for a specific thing but may walk out with a completely different one. This implies that how your product looks like on the shelf has a huge impact on whether the consumer will buy it or not.
This is especially true for small companies competing against major brands. What can you do to make your product stand out from the giants? Package them in a way that will make consumers at least try them.
If you want to learn more on how consumers perceive shelf presentation, read “Consumer Behavior in Marketing Strategies” by John Howard. This will give you a good idea of the marketing principles you should consider in designing the product package.
Three Aspects of Packaging You Should Know
For starters, there are three parts of the industry you should concern yourself with, namely: Package Engineering, Marketing, and Graphic Designing. The first one is concerned with how your product will survive the journey from warehouse to store shelves; marketing studies how your product will sell; and graphic designing packages the product in line with the specifications of the product marketer and package engineer.
Manufacturers often compartmentalize these three parts, resulting to loss in profit and resources. You simply cannot proceed with designing the package without considering durability and marketability.
Many studies, including the one conducted by US-based package supplier MeadWestvaco Corporation, show that consumers are particular about how well the package protects the product from spilling, how easy it is to use, and how environmentally-friendly it is.
It is a good idea to read more on how to effectively design the package in consideration to the engineering and marketing aspect. One good resource for this is “Packaging Design: Successful Product Branding From Concept to Shelf” by Marianne Klimchuk and Sandra Krasovec.
To know more about the technical side of the industry, consider the book “Fundamentals of Packaging Technology,” by Walter Soroka. This will give you an overview of the manufacturing processes covering marketing, printing, producing, and more.
Key Takeaway: Three Cornerstones of Package Designing
In contrast to the old concept of simply protecting and storing the product, packaging is now seen vital to “Protect, Inform, and Sell” the product. Without hitting these three cornerstones, your product will fail.
Incorporate package durability and marketability into the design itself to maximize its benefits . It’s not enough to create visually appealing designs; the package should be durable enough to protect the product and strategically designed to inform and sell.