Some Truths On Retail Packaging

What is packaging? We all know a package conveys a product from one place to another. Besides the obvious of getting it there undamaged or not broken, what's a box supposed to do? That job has changed dramatically in the last decade. The package has become the "first moment of truth" at retail. And now, especially it's going to decide whether someone will by your product, or not. So you better pay attention to not only what goes inside but what's on the outside of the box.

Just because you have a great product doesn't mean its going to sell. Or even if you have it in the right retail environment that it's going to fly off the shelf. Packaging a product the right way entails much more than just creating a box to put your product in. Sure, you are going to get it there in one piece, we hope but gone are the days of the box acting as only a protective shipping container. The box today is the "retail" salesperson. The box or package is expected to provide the necessary information to make an informed shoppers' decision plus no salesperson is available to answer a question either. So the package must be the silent salesperson to tell all there is needed to know.

More importantly conveying the information about what is inside and how it's going to help the consumer solve a problem. That's an important factor to remember. When someone looks at your product in their minds they are saying "What is this product going to do for me?" Do think about your package from a consumer's perspective, not a package designers or engineers. Don't get caught up in the notion about what has to be "ON" the box rather what needs to be on the package to pique or satisfy the consumer's interest. Keep engineering driven statements to a minimum, rather explain what value and benefits they will derive vs. technically oriented information.

Think about the people who shop. Today's consumer is a moving target. You have market trends, demographics and market niches that are continually evolving at any point in time. If you are not staying on top of these trends then your product isn't "connecting" to them with the right message. That core "message" is one of the most important attributes of your product packaging.

An intrinsic message can be conveyed in a number of ways. You can make your product more appealing though a variety of package applications. Here are a few ideas to consider, compelling graphics, a complete family of interrelated products, engaging lifestyle photographs, clear and concise and short instructions and benefits driven statements. All of which have a subtle "feel good" message for the consumer. It tells them what they need to know or provides information that "connects" them with other satisfied buyers.

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