When consumers go out to shop it’s your job to convince them to
buy your product. With the wrong packaging or one that doesn’t
properly convey the message of what is inside you are fighting an
uphill battle.
Think of packaging as your silent salesperson. What message are
you projecting?
Just like we do with our mental, emotional and physical aspects
of our lives, think about improving or updating your product
packaging. You want it to mesh with consumer wants, needs and
current lifestyles which can be influenced by many external factors that
will effect their purchasing decision. Consumers are a moving target and
what worked last week may not work in the months to come.
Here are 7 things you can do to ensure your product packaging is
on target with your core customer and delivers the right message
to the right audience.
1) Take an honest look at your product packaging. Is it working
to your product’s best advantage? Are there changes that you have
put off making due to lack of time or money? Implement a plan to
review one product at a time or a family of products if they are
interrelated. An important factor to consider when making any
changes are the continuity of the brand. Don’t change for
change’s sake. That only serves to alienate the customer
especially when they have the difficulty finding your brand. The
sad thing is once they make the switch to a competitive product
they may never come back.
2) Give your product packaging to an outsider to review. Ask
someone who knows nothing about your product and your packaging
to evaluate it. Ask for an honest opinion of what they like or
don’t like and ask what they think might be missing. Ask them to
be objective and honest. Many times product developers get caught
up in their own opinions. You love your product and consequently
you love your packaging. It’s good to get grounded with an
outsider’s perspective that insures your message is getting
across.
3) Go to at least five different retail outlets and look for
comparable or competitive products and assess their shelf appeal.
Is there a particular characteristic that appeals to you? It
could be color shape, innovative design. Determine if you think
their packaging is better than yours. What stood out in your mind
about that particular package? You don’t want your product
packaging to mimic the competition. It can get you into serious
trouble if you copy someone else’s brand.
INSIDERS TIP: Play dumb and ask another shopper to make a
decision about which product they like best. Then ask them why
they chose that package. These insights can help you focus on
what the consumer is looking for.
4) Step back from your product on the shelf at least five feet
(that’s where most people will see it.) Does your product stand
out among the competition or is it awash in a sea of sameness
same color, same size same shape?) Is it difficult to distinguish
one product from another? Is there a USP (unique selling
proposition) that makes your product more interesting or more
consumer friendly? Note: Many private label brands trade on brand
recognition from the branded product. If your packaging goes that
route, make sure you are not copying or infringing on someone
else’s design or trademarked product packaging.
5) Walk the isles out side your product category. Look for
crossover innovations that can be utilized in your existing
product. Look for new or interesting ways of packaging a product.
An innovative packaging concept that changes what people buy is
what you are trying to capture. You want your product to be the
one they pick up.
6) Review trends and predictions for your industry. Is your
product packaging in line with where the industry is going? Is
your market moving in a new direction or are outside influences
driving what is happening to product packaging? A good example is
the current movement toward “green” or environmentally friendly
product packaging. Does this concept mesh with your brand?
7) Last but not least think about ways to improve your product
packaging. Make it easier for the consumer to use, find, carry,
store, open, dispose of, reuse or find important information
about your product. Some of the simplest innovations can
revolutionize an industry though innovative product packaging.
Optimally your product packaging will provides a pleasurable
consumer experience not alienate them.
Whether you can accomplish all seven tasks or just a few, the
most important issue is that you decide to move forward one
packaging step at a time. Let’s face it. Consumers are a fickle
bunch. It doesn’t take much to turn them off. In fact, you only
have 2.6 second to turn them on. That is how long you have to
persuade them to buy your product and the only way to do that is
through compelling packaging. Yes, your package is your number
one salesperson and once you have lost the opportunity you may
never get it back.
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