As a business owner, you need to wrap your mind around the fact that once you put your business online, it becomes global. Whether you offer your product locally or not, you’ll be competing for online presence with anyone who is selling similar products. And don’t think retail stores are much easier. A grocery store, for example, can hold up to 60,000 products. A lot has to go right for your product to get noticed, not least of which is your product packaging.
So, how do you know when your product is actually in need of a packaging redesign? You must be extremely careful before jumping to any conclusions and making changes that can cost you significantly either way. Tropicana famously tried to change its design in 2009. This lead to a 20% drop in sales just because of a change in packaging. Nothing else about the product changed. That’s a small example of the power of product packaging.
Consider These Factors before Making a Decision
Okay, so you’re thinking about new custom product packaging. It might be a great idea, but it may not. Here are some things to consider beforehand.
Establish a Solid Logo
If you’re brand already has a logo that your consumers connect with and which reflects your company, then a complete redesign might not be the best move. Making some small alterations isn’t out of the question though. Many big brands continue to make little changes to their logo as years pass. But you have to be able to analyze the connection consumers have to your current logo before doing anything subtle or drastic.
Solidify Your Brand Image
We see with many large companies that they have consumers who have strong connections to brand packaging. A new Apple product, a blue box from Tiffany’s, and similar types packaging is part of who these brands are and what people expect. Even if you don’t have a massive global company, it doesn’t mean you shouldn’t still try to create this kind of affiliation with your consumers. A custom package redesign can go a long way to getting this process started.
Find a Theme
Your product packaging must be customized to match the overall theme of your brand. If you deviate from the packaging, it can create a disconnect for consumers. The simplest example of this is that you wouldn’t expect an environmental company to send you their product in packaging that is harmful to the environment. It just doesn’t make sense and can completely turn consumers off from the brand.
Remember that Trends Matter
Although you don’t want to revise your design every time the trend changes, there are some benefits to incorporating trends into your packaging. It’s a way to recognize the spirit of the times. But, any inclusion should be viewed as temporary, and your business shouldn’t extend any of the trends that are incorporated into the packaging. Trends come and go, but your brand must stay consistent.
Choose the Right Colours
Colour in packaging has a measurable impact on how consumers interact with the product. Finding the right colour for your product should be calculated and should, in some way, incorporate your brand’s colour scheme. But, don’t be afraid to try something off the wall. Sometimes, it just might work.
Consider the Materials
Packaging material is important for several reasons. The most significant of which is that it must reflect the essence of your company. What message are you trying to send with your packaging? That can be answered by your choice of material. What has also become prominent is that consumers are taking stronger positions on environmental issues. Therefore, many companies are packaging at least a portion of their products in eco-friendly materials.
The Unique Group has a variety of packaging options and we strive to help our customers create new and innovative packaging designs for their brands. You can contact us to know more about our custom product packaging options or by giving us a call at 905-479-4801. Plus, you can stay updated on our products by following us on Facebook, Twitter, Instagram, LinkedIn, and Pinterest.