Various factors such as cost and visibility affect packaging decisions.
Businesses use packaging to store and protect their products, but they also carefully design the packages to maximize sales. Businesses can add writing on the package, use various images, change the color and alter the shape and structure of the packaging to make products stand out and to make the packaging useful to the consumer.
Easy-to-Use Package
Packaging can serve as a feature that can benefit the consumer. For example, some forms of packaging allow consumers to more easily fit products into their lives by being easy to carry or small enough to fit in your pocket. Other packages easily stack in the kitchen pantry. Consumers often eat in the car, so some packaging makes this process easier. Some packages are so useful that customers keep them to store other things, such as coffee containers. Encourage consumers to buy through easily opened packages. When customers struggle to open a product, they might not buy the product again.
Product Promotion
Packages promote products on their own by using images, listing features and providing other images that can encourage customers to buy. Also, some packages increase brand awareness, such as pictures of the mascot and brightly colored product titles. Customers may want to buy a product, but cannot find it amid the cluttered shelves, so easily identifiable packaging helps customers find the product. Varying the packaging color helps your product stand out from similar products. Packages also often provide important information, such as the number of calories in a food item. Diet-conscious consumers might buy more products that list "Only 100 calories." Products with low prices often display the price proudly to encourage customers to buy.
Product Design
Packaging design can have an emotional effect on customers. Certain colors elicit emotions such as calmness, excitement and feelings of sophistication. Simplistic designs can appeal to customers looking to save money, while intricate designs can emphasize quality. Interesting designs can make the product stand out. For example, selling cheese in an oval-shaped container makes the product look different than products sold in the shape of bars or wheels.
Awards
Displaying awards or medallions can emphasize that a product is high quality. If a product has a high number of customers, displaying this on the packaging can make customers assume that the product is popular because of its quality.
Helping Distributors
Packaging increases the chances that distributors will sell a product. Products that are easy to store, shelf and transport will appeal to retailers. Also, better packaging decreases the amount of damaged merchandise. Businesses will usually not sell merchandise in damaged packages unless the damage does not affect the product.
Reduce Packaging
Businesses can lower prices and appear more environmentally conscious by using less packaging. Packaging costs money and uses natural resources to produce, and the final packaging material will end up in a landfill unless recycled. Businesses can use minimal packaging and advertise that the packaging uses recycled materials.
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