How does your package look?

Want a great salesperson that you don’t have to pay? Then invest in your products’ packaging design. It may seem like just a simple box, but it has been proven to be one of the most important factors when making a sale.

How does your product look on the shelf?

Back in the day, packaging was an afterthought in marketing. Now, it’s seen as the most important aspect, especially for consumer products. In fact, many consumer products base their entire brand off the look of their packaging.


It’s a widely accepted fact that people make purchasing decisions largely based on emotion. Great packaging design connects your product to specific emotions that you want your customers to feel. For example, this beer carrier from Saugatuck Brewing Co. was designed to portray the experience of enjoying the outdoors. The images immediately connect the potential customer with their own personal experiences.

From a business perspective, the look of your packaging is your last chance to make the sale. If a customer is deciding between you and your competitor, they most likely choose the package that best demonstrates the quality, value, and benefit of the product.

On top of that, your package is the front line of your entire brand. Consumers will subconsciously make judgements about your entire company based solely on the look of your product on the shelf, regardless of the actual quality of what’s in the box. That can affect the sales of your other products and potentially have a lasting impact on your bottom line.

The sad truth is people do judge books by their covers. Make sure yours is on point.

Here are some things to keep in mind when developing your new packaging.

Make it eye catching

This one is pretty obvious, but it’s true. Your packaging needs to stand out. You’ve probably heard that bright colors sell more. That’s not always the case. Don’t be afraid to go dark, but make sure that there are elements that differentiate your box from the 100 next to it.

Keep it simple

Studies have shown the most effective packaging is simple (just like everything else in marketing). The key metric is the 5-year-old test. Your package should be able to communicate all the key features in a way that is easily understood by a 5-year-old.

Make it work

Whatever the package, it needs to be easy to operate. If it’s difficult to open or made from cheap materials, you’re less likely to make a sale, and people who do buy the product will be disappointed before they even get their hands on the product.

In some cases, the function of the package can completely determine the brand. Think about Go-Gurt; the whole brand was created around Yoplait’s streamlined yogurt delivery system.

Be honest

People want to feel confident in their purchases. Having a package that accurately portrays the function and quality of your product is key. That also includes the materials your product is made from. Make sure the box is of an equal quality to the product inside.

Have a great logo

Duh. Your logo will be prominent on your product packaging. Having a janky logo diminishes the entire look. Even if you hit everything else out of the park, having a mark that looks like it was pulled from clip art immediately destroys your credibility.

I bet you didn’t think that much could go into a simple box. No matter the industry, no matter the product, having great packaging is key to driving sales and establishing your brand. Ready to start on your packaging? Give us a call. We’re ready and waiting.

 

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