4 Principles Of Packaging Design For Sales Effectiveness

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4 Principles Of Packaging Design For Sales Effectiveness

Companies often know they have a great product on the inside, but it's often what's on the outside that captures the interest of the consumer. There are several principles of packaging design that work to attract potential customers, including the following:

  1. Standing out from the competition. Does your packaging get noticed? Today, it's often essential to take a bolder approach than other brands are taking, particularly if you are in a highly competitive market. Shoppers are usually moving at a fast pace, so determine tactful ways to make your product stand out.

  2. Don't be afraid to "duke it out" and make your product jump off the shelves at the consumer. The fact is, most differentiation is barely noticeable or meaningful to the consumer. What makes your product different from the competition should "smack" the consumer in the face. Tell your story on the front of the package, whether it's about value, ingredient source or price.

  3. Flex your personality. In a world of social media and on-the-go communications, it's more about engaging with your customers than about being a corporation. Create a personality that suits your brand, whether it's quirky, transparent, happy or opinionated.

  4. Determine what your "purchase drivers" are. Do you really know what drives the consumer to purchase the products they buy? Are they interested in a particular health benefit, or the perceived quality of the product? Does a particular variety or flavor seem to drive the purchasing decision? When you know the purchase drivers consumers use, you're one step ahead of the competition.
Today, nearly any product category you can think of is highly competitive, meaning companies who want to crush the competition and attract the interest of consumers must think outside the box. As a leading provider of coding and marking systems, Markem-Imaje understands the importance of packaging design in driving consumers' purchasing decisions. However, we also know that more and more, consumers want to know that the products they are buying are safe for their families and contain quality ingredients. Our industrial printing equipment solutions allow manufacturers to enjoy less down time on the production lines, and durable, quality printing of best-by dates, ingredients lists and nutrition information, barcodes and more.

January 10, 2014
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