The Importance of Packaging in Marketing:-7 Tips for Business Owners

Retail sales rose by 0.07 percent in July of this year.

If you are in retail then you know the importance of packaging. It's a fact that your package needs to stand out from your competition. However, deciding on the right packaging can be a difficult task.

You need to understand the market you are in and what will get your target market's attention. If you have been scrambling to get noticed on the shelves or anywhere else you need a plan of action.
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Here are some tips that will help you succeed.

​1. Impulse Buying Is Your Friend

​Many shopping decisions are made at the shelf. This means that people may go into a store or a shop without the intention of buying something and then end up putting it in their shopping cart, simply because it enticed them.

The point is, there must be something in your packaging that catches the attention of the buyer. Your goal with your packaging is to induce impulse buying of your product.
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Once your product is good, you are likely to have snagged yourself a loyal customer even if they bought on impulse.

​2. Colors Must Be Eye-Catching

​The colors that you use in your packaging are very important. Colors convey a message to the subconscious mind and in order to tap into that, you must use them wisely.

First, you need to decide what you wish to convey. If you want to come off as a vivacious and fun-loving brand then you will need to use bright colors such as neons.

If you want to convey a clean and minimalistic look then it is a good idea to use more neutral colors. For a more elegant look, you could use pastel colors.
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These are just basic guidelines. The bottom line is that you should work on your package colors until you feel that it represents what you are trying to communicate to your audience.

​3. Consider Clear Packaging

​It is said that seeing is believing. When people get a preview, it makes it much easier for them to make a purchasing decision. This is why clear packaging is so effective.
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The packaging although clear should still communicate what the product is and why it should be bought. This means you still need to think about the colors you will use on the packaging as well as the words you will use to grab attention.

4. Good Typography is Essential

Select your fonts wisely because it can make or break your packaging. Any font you use needs to be big enough for consumers to be able to read it from a distance.

However, if the font starts overtaking the rest of the design then you will run into problems. The font should enhance the packaging not distract from it.

Fonts just like colors can convey a message about the type of company you are and about the product itself. Fancy fonts may look good on paper but they can be a bit too much when you apply them to everything else that may already be on the product package.
One thing that always works is a simple font, so if you are feeling confused you may want to try classic fonts such as Times New Roman or Courier New, again these are just suggestions, try as many fonts as possible and see what works.  
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No matter what font you use, you should try to include a call to action on your product package or some important fact about the product. ​

5. Try Environmental Friendly Packaging

​Just by putting the term "environmentally friendly" on your packaging you will attract a cross-section of buyers who will choose your product over another just for this reason.

In order to make your packaging environmentally friendly, you will need to design it with a minimalistic look. You may also want to look into using recycled materials to create your packaging.

6. Try Inserting Something Special

​You can try adding an insert in your package. If you can put a message on the package that indicates that there is something special in the box you will have a greater chance of getting people to pick up your product.

There are a number of things that you could put in an insert. One of the most popular is a handwritten custom code that offers customer discounts on other purchases. Of course, this works best with smaller companies.

However, even if there is just a thank you note inside, it is often enough of a novelty to impress people and instill brand loyalty.

7. Functionality is Important

A lot has been said about making your packaging attractive to potential buyers. However, it is a fact that packaging should be functional.

Pretty packages that do not protect the product while it is being packed or in transit is useless and will hurt your brand reputation. If a customer receives damaged goods they will be upset and the first thing they will look at is how it was packaged.

There are several disgruntled customer reviews on Amazon that prove how bad packaging can make customers angry enough to give bad reviews. If they do it to retail giants they can do it to your company too. If customers get damaged goods from you be prepared because many will go online to complain.

Look at your product carefully and select the most sturdy package for it. Even if your product is good a bad review about damaged goods due to packaging can cripple your sales.

If you have square and rectangular products then you should invest in an overwrapping machine to prevent moisture and other damage. If you plan to be in business for the long haul then you should definitely find out more about overwrapping equipment. ​

​A Final Look at the Importance of Packaging

The importance of packaging can not be overemphasized, it is an important part of the overall deliverability, image, and reputation of your product. Take the time to choose the design and overall appearance of your packaging because first impressions last.
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If you would like more information about how to grow your business, please explore the rest of our site. We are always willing to help you achieve success.