Product packaging is often overlooked as something unimportant. However, like an extension of the product itself, it can attract customers as well as build the brand’s reputation. But the look of the product packaging is only the start. The packaging should not only appeal to the customer, but also to any potential retailers.
Below, nine members of Young Entrepreneur Council examine the key elements that businesses should look at when developing packaging for a product and explain why these factors can help the product be more attractive.
1. User Experience
When it comes to product packaging, one of the most crucial elements to consider is the user experience when opening and/or resealing the package. Is it difficult and frustrating, or does the process go smoothly and cleanly without making messes on countertops and clothing? Note that, often, the biggest product difference between private-label and leading brands is the packaging user experience. – Richard Fong, Automatic Growth
2. Environmental Impact
Environmental impact is essential. Sustainability is at the front of many consumers’ minds, especially younger generations. Having packaging with minimal material usage or material selection that is recyclable or reusable will put your product in their memory. Create a package that can be reused, whether for storage or within the product’s application, and that’s a win for your brand and the environment. – Matthew Podolsky, Florida Law Advisers, P.A.
3. Place Of Purchase
When coming up with the perfect packaging for a product, an entrepreneur needs to ask: “How are people buying the product?” Are they buying it in a supermarket? Online? At a small shop? On a counter display? The type of packaging will change depending on whether it’s going to be sold online and then boxed and shipped or if it needs to stand out on a big-store shelf. – Shu Saito, All Filters
4. The Copy
A critical element is clear, concise and simple copy that shows—doesn’t tell—the major benefit of the product. Flowery and cute copy may awaken emotions across the creative team, but that type of copy doesn’t sell. Keep it simple and short and show how the product can address a pain point of a prospective buyer. – Ron Lieback, ContentMender
When creating packaging for your products, it’s important to consider the cost. It’s nice to provide fancy packaging, but if it isn’t within your budget or you don’t have the means to fulfill that packaging with every order, it’s best to go with a simpler design. – Stephanie Wells, Formidable Forms
First, think about how the package will fit on store shelves and displays. You have to convince retailers that your product will sell more than your competitors’ products in that space and maximize the revenue the store can generate from that space. Second, consider how shape affects your costs—everything from manufacturing to shipping. Can you afford to produce and ship your package? – Jonathan Prichard, MattressInsider.com
Oftentimes, products look the same on the shelf and follow a traditional design for that product type. Use your imagination so that the primary and secondary packaging stands out. Use bright colors or a different packaging shape or material than competitors. When people see it in store or open it at home, you want the customer to know they’ve bought something totally unique. – Colin McGuire, Boomn
8. The Contents’ Safety
Although many businesses are now coming up with unique packaging ideas, the main purpose of a package is the safety of the contents inside while transporting it for delivery. So your package should serve this purpose. Consider the material of your package based on the contents inside it. The more fragile your content is, the sturdier your package material should be. – Thomas Griffin, OptinMonster
9. Social Media Appeal
In today’s world of sharing and posting, you need products and packaging that are social media-friendly. With each new design, I always take a few snaps of the prototype on my phone and send it to friends or family members to get their initial impression. Is it attractive, does it explain the item, is the brand visible? When our customer shares it on social, we want all of these to be clear. – Ashley Sharp, Dwell with Dignity