Developing a new product and readying it for market can be an overwhelming task. There are so many hurdles to overcome before your brilliant idea reaches the consumer – the last thing you want to do is fall at the final fence and fail to get vital impact on the shelf. That’s where a carefully considered packaging strategy comes into its own.
Why is Packaging So Important?Packaging is the single most important means of communicating with your customer. Many companies don’t have the luxury of big marketing or advertising budgets and so their packaging has to work really hard on many levels to win the hearts and minds of customers. Here are just some of the roles packaging plays:
- Functional role: Protecting goods from getting damaged or contaminated, prolonging your product’s shelf life and making sure the product doesn’t spoil.
- Legal role: It also houses legal requirements such as ingredients, weight, nutritional and allergy information.
- Standout: Packaging can be hugely effective in helping to cut through the visual clutter consumers are faced with, helping your product to gain vital shelf standout.
- Brand Building role: Your packaging needs to reflect what you are all about. It should encompass your story, your personality, your values and beliefs. This will help to strike a chord with the consumer and create new fans for your brand.
You will also find a great deal of information on packaging design in the Bord Bia Branding Workbook under Stage 3: Expression – bringing the brand to life through packaging design and communications. As outlined in the Brand Workbook, you are essentially creating what the consumer will see and buy. This is about how your brand looks, feels and communicates to consumers – its expression. The first stage in packaging design is to write a packaging design brief which will give a packaging design specialist all the knowledge you have gathered about your brand. You not only want to consider the graphic design elements but also the physical packaging including features such as materials used, easy open, reseal, recyclability, shelf ready, etc.
Get started now and download your copy of the Bord Bia Branding Workbook. You will find the packaging brief template on page 36.