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.