It is easy to become complacent about your product packaging. With this philosophy, you may begin to take your current packaging for granted and not see a need to reevaluate or update it. However, product packaging requires regular reevaluation and occasional updates to help you remain relevant and competitive. Reminding yourself of why product packaging is so important to your business will help provide the motivation needed to ensure your packaging is performing all its intended roles.
Protects Your Product
The most basic function of your product packaging is to protect your product, which is more important to your business than you may realize. You need your product to arrive at its destination without any damage for multiple reasons.
To start, consistently delivering products that are in proper condition helps you earn a strong reputation among clients. Imagine what would happen if more than half of your customers opened their products only to realize that they are damaged. Even if you promptly replace those products, your reputation will be ruined, and people will be less likely to buy from you again.
In addition to the potential for loss of reputation from damaged products, it will also cost you money. After all, you will have to replace the products or refund your customers when they receive damaged items. Either way, this will directly take money from your company, hurting your bottom line.
Promotes Your Product
The other major function of your product packaging is to promote your product as well as your brand. Your packaging needs to accurately convey what the product is and why it is better than the competition. By displaying relevant information or imagery, you can help ensure that consumers know what to expect from your product and buy with confidence. That translates into satisfied customers and a better brand reputation.
Grabs Attention
Your packaging should not only promote and describe your product, but it also serves as a marketing tool for attracting buyers. This comes from the style and color scheme that you choose for your packaging. Ideally, your packaging will stand out from the competition, so it is the first item potential customers see. If your packaging blends into the competition, it is much harder to differentiate yourself.
Promotes Your Brand
Your packaging not only promotes the product itself, but it also promotes your brand as a whole. This is done via your branding, including your logo, font, color scheme, and imagery. The goal here is to help customers easily identify your products based on your brand.
This is good for attracting new customers who have heard of you and spot your products on the shelves or when browsing online. It is also great at encouraging repeat purchases, including more than just the same product. With strong branding on your packaging, past customers will be able to easily tell which other products are yours. If they had a positive experience with one product, they would be more inclined to try another one.
