7 Reasons Your Product Needs a New Packaging Design
Sales volume not increasing despite having a fantastic product? The problem could be with your product packaging design.
More often than not it is the absence of effective package design that leads to the failure of a product.
Even if your product does come in an attractive package you may want to consider packaging redesign once in a while, to attract new customers and let your existing ones know that you are totally into making things great for them.
Not every product can be updated every now and then; but the package can surely be redesigned. This can give your product a new look, building your customers’ confidence towards your brand.
Zara, Inditex’s clothing brand, recently changed over to using recyclable boxes for packaging. They made this quite evident by using the marketing slogan — “our boxes are made of boxes with a past.”
The British chain of supermarkets, Iceland, vowed not to use plastic in any of its labeled products. McDonald’s also came up with some significant changes in its packaging policy.
With more and more brands becoming aware of the environmental consequences of excessive packaging, the packaging design trends are now focusing more on saving space and enhancing the experience of users.
Not every product may require a new packaging design; but factors such as a decrease in sales and products remaining on shelves for longer, might necessitate packaging redesign.
Here are 7 more reasons that might make you think of coming up with a new package design:
- To Enhance the Appeal of Your Product
Many brands make the mistake of focusing on what looks better on the shelves when it comes to product packaging design. Such a design might appeal to the purchaser; but not to the person inside the person. So, you are only focusing on your short-term sales without considering aspects such as brand appeal and customer trust.
If you want to know what makes people pick up products, you will have to go talk to them while they are purchasing your products, be it at the store or online.
Not only will this help you connect with your customers it will give you some real answers about what drives decision-making. Focus on finding out what catches their eye and why.
Make a note of the packaging design elements that are not working and think of ways to improve upon them.
2. To reinforce the emotional connection
The package of your product is the first thing a consumer would see when he comes in touch with your product; if he fails to buy your product it means that the pack is not actually eliciting the desired emotion from the consumer.
Your option then is to come up with a new package design that will make the consumer pick your product from the shelf.
Here are a few packaging redesign tips that you can use to elicit the right emotions from your consumers:
- Show them what is inside. For instance, if you are selling a food product you can use a high quality picture of the food item on your package. Providing visual cues about the contents of the package can help your consumers in making quicker decisions about their purchases.
- Never compromise on packaging quality. No one would want to buy a product if the package is torn or tampered with. It makes the product appear old and stale. Always choose good quality packaging material that is tamper proof and keeps your product safe.
- Make it easy to open. An easy-tear feature can increase the satisfaction that the customer gets when he opens the product. Focus on keeping your product fresh and making no mess when the package is opened.
- Give them a reason to buy your product. If there is space on your package you can include a quote or a statement that describes your product or mentions your brand purpose. For instance, if your product is tomato-based you could say, “Made from Finest Tomatoes, hand-picked from the hills in the heart of Italy.” But you cannot use this line if the tomatoes you have used are not from Italy.
Make your packaging design all about connecting with your target audience. Let them know that you are offering them something absolutely special.
3. To Effectively Communicate the Key Benefits of your Product
Packaging design is not only about aesthetics. It is about presenting your product in the best possible way.
Choosing a product from a bewildering array of similar products is a tough task.
If you want your consumers to pick up your product, you will have to give them a strong reason to do so.
Make sure your packaging design communicates the key benefits or features of using your product, boldly and clearly. These benefits could be about its functionality, price, innovation, or origin.
Make it as concise as possible.
Use keywords that jump out at your customers and draw their attention instantly. The other information such as instructions on opening the package, using the product, disposing off the packaging and contact details of customer service can come in smaller font sizes.
4. To Differentiate Your Product with Smartly Designed Research
Being aware of your competitors and differentiating your packaging design to cut through the clutter is the name of the game.
However, for this, you may have to conduct a bit of research about the markets your competitors are targeting, the key benefits of their products, the strategies they are adopting, and their selling points.
You will then be able to differentiate your product by targeting another market, or by offering benefits that are slightly different. Once you do this, you will also have to make it evident through your packaging.
If you want to take the guesswork out of your packaging, you may want to actually try it out by putting it on the shelf.
Take a closer look at the way your consumers interact and react to your packaging. Find out if you have been able to convey your message effectively.
This strategy might cost you some money; but in the long run it can save you a lot of money and increase your chances of success.
5. To Update Your Product Packaging Design
The packaging designs are always subject to changes in colours and trends. If you want to keep up with these constant changes, you will have to keep updating your packaging designs at least once in two years.
The newer your product looks the more your consumers will favour it over others. Even if yours is a tried-and-tested product with loyal customer base, a new package will still do you good by attracting more new customers.
To Launch a New Product
It goes without saying that a new product would require a new packaging design.
You have to make sure you have a good photograph of your new product on its package. You need to highlight the key features or benefits of the new product.
It is advisable to use your logo and make use of the same colours or fonts that you may have used in the packaging design of your old products for brand consistency.
Nevertheless, you have to make sure the package design of your new product is visually appealing and has highlights the newness of the product.
In fact you could even use the word ‘New’ to promote your new product; but do this only if you have the intention of redesigning your packaging at a later stage.
6. To Rebrand Your Company
You will have to change your packaging design if you are going to rebrand your company.
Lovechock, the Dutch brand, recently went through a major rebranding exercise, pulling off its transition beautifully.
Through their simple but striking new package, they managed to get a unique shelf presence despite the tough competition in the category.
It is the overall effect of the packaging that helps brands win over the trust of consumers who are always on the lookout for new products.
7. To Adopt New Technology
Like in any other field new technologies are emerging in the field of packaging too. Basic packaging choices are something most retailers and manufacturers are familiar with. Nevertheless, there are always new options that are emerging.
Adopting any of these new technologies can help you make your products stand out on those shelves.
Packaging design is something that just can’t be underestimated when it comes to branding.
You can use it as a tool to entice your consumers into buying your product and keep coming back to you again and again. It can also make them recommend your products to others. Nevertheless, you will have to work on every aspect of marketing your product to ensure a profitable impact.
Customers’ tastes and preferences are always changing. They get bored every now and then and seek change.
If you don’t provide them the change that they need, they will migrate to the brands that offer them this change.
This is why even the biggest of the brands keep altering their product packaging design to present their brands in newer and better styles.
