Effective packaging draws the eye and helps build a lasting relationship with consumers.
Product packaging serves as a marketing tool; protects both your product and the consumer; establishes product identity; provides space for important information such as ingredients, nutritional content, UPC symbols and logos; and can even prevent theft. Product packaging is important throughout the consumer process and can help build a lasting relationship with the consumer.
Marketing Tool
Product packaging is a key marketing tool. Packaging is a way of creatively communicating with a potential customer. Effective packaging will not only capture consumers' attention but will pique their interest. Finally, customers associate well-designed packaging with quality products. If manufacturers care enough to spend time creating a well-crafted package, consumers willingly assume they must have put the same level of thought and effort into your product.
Product Protection
Product packaging can protect the product from shipping and storage damage, daily wear-and-tear and contamination. By protecting the product from damage, the manufacturer provides a guarantee to the customer that the product will retain a certain level of quality. Making certain the product is well-packaged ensures it will display well on a shelf or in a display case. Boxes are easily stackable and can display an image of the more delicate product inside. Plastic shrink-wrapping or foil sealing keeps contents safe and germ-free.
Consumer Protection
Certain packaging procedures serve to guarantee a sense of safety to consumers. Plastic shrink-wrapping and foil sealing let a customer know the contents of the package have not been tampered with or handled by anyone other than a company employee. Packaging can also keep vermin away from food products.
Conveying Information
Product packaging contains a wealth of information useful to consumers. Packaging for food lists nutritional content and serving sizes. For medications, recommended dosage and health warnings are given. A soda bottle might display volume and caffeine content. The package might also convey brand information, such as recognizable logos or personalities who promote the product. Finally, nearly every modern package has a scannable UPC symbol, which not only contains pricing information, but helps the store owner keep track of items sold.
Theft Prevention
The theft prevention aspect of packaging is a relatively recent development. Small, but high value items, such as CDs and DVDs, are often packaged in boxes designed to make them larger and more difficult to conceal. Clothing often has tags with a device that will set off an alarm if removed from the store. In some cases, only the product boxes sit on display; the more expensive contents (e.g., cell phones or portable games) stored in the back of the store are only given to the customer after payment.
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