What Does Your Product Packaging Say About You?
From our earliest days we are taught not to judge books by their covers. But when we are scanning the shelves at the market or big box store, we do exactly that – and nobody knows this better than integrated marketers. Product packaging—whether from a brick and mortar store or an online retailer—speaks to us, packs an emotional punch, and offers key insights into the company behind the product. Packaging tells your story, communicates your company’s values, and demonstrates how you feel about your customers.
Tell Your Story
When you share the story behind your company or product with your consumers, you create a connection with them. Telling your story involves explaining to customers how your product is different, why it’s better than the competition, if it’s healthier/better for them, if it’s locally sourced, etc. Packaging with the intent to tell your story helps you build bonds and trust, communicates your brand voice, and explains what makes your company or product unique—all within the first few seconds of engagement. Remember that a customer fills in the blanks about your story if you don’t tell it, so make sure that the story they are getting is one you are proud to share.
Communicate Your Values
Strategize with your team, and make sure your packaging reflects whichever values are most important to your organization. Is your company committed to sustainability, being the low-cost leader, providing a rich customer experience, or offering the most convenient alternative in your market? Small details can give you a big payoff: if the environment is your priority, state that on the front panel and use reusable materials. Packaging is a short hand for your brand’s commitment to your values. For those who are literally judging your company when they see your product, make it clear what your company stands for on the label.
Express Your Customer Appreciation
Determine your ideal customers and design your packaging to resonate with them. Carefully consider what will appeal to them, as well as what will be useful or beneficial, ultimately encouraging them to pick up your product or click on its link and add it to their cart. If your audience is likely to be constantly on-the-go, make your package lightweight, and easy to open and store. If your audience appreciates attention to detail, consider more luxurious or interesting packaging that shows you care about them and their purchase.
Conclusion: Put Yourself in the Customer’s Shoes
It’s a curious reality for integrated marketers that packaging may be the first—and if you’re not careful, the only—opportunity to engage with a new customer. Consider the purchase experience from the point of view of your ideal customer: what would you wish to see in your ideal product packaging? What would it look and feel like? What materials would it be made out of? What messaging would drive you to pick it/click it? What could a company do to earn your loyalty? Consider these questions (and more!) when it comes time to package (or repackage) products for your organization.
Last modified: March 5, 2018