Does Packaging Really Matter?
As a blooming entrepreneur, you probably know by now that there’s an awful lot that goes into making a business of any caliber tick. It doesn’t matter what industry you’re in, but some industries are more difficult to work with than others. What motivates people to stick and move with the tougher routes is passion.
You’d be surprised at the number of forms that packaging comes in. When we think of packaging, the first thing that comes to mind is a grocery or convenience store: merchandise that comes wrapped up in a pretty package or sturdy box. There are other forms of packaging that you might have missed however: the design of your web page that offers a service, the aesthetic of an automobile, the construction of a laptop or smart device. The fact is, not everything comes in a box or wrapper, but every product needs to look good on some level of presentation to make clients want what you’re offering.
Yes, packaging matters a great deal, and it’s one of the greatest defining traits of a successful business. Imagine if your employees showed up to work in sloppy attire with poorly matched colors, a baggy profile and in dire need of a trip through a washing machine with double the detergent. Add piercings and neon liberty spikes on top, and it can make for an unsuitable image behind the counter that you probably wouldn’t want to do business with. That’s how a poor product package can also feel, and the manifestation of this underwhelming quality can come in many forms:
• Overly plain packaging that looks uninspired and almost seems as though it doesn’t want to be noticed
• Ugly mixtures of color that can be off-putting, don’t communicate the attitude of the product or feel appropriate for its purpose
• Plain textures that feel lazy, under-budgeted and composed as an afterthought
• Lack of crucial information that informs potential clients of what they might look for in the product
• Cheap materials that basically say “low quality” right off the bat
Conveying Confidence, Relaying Reliability and Staying Safe
We’re going to discuss some of the basics about product packaging. These points are quite important, so don’t let their simplicity put you off; it’s fairly common even for experienced enterprisers to fall short in these areas. If nothing else, let these serve as a friendly reminder that swell packaging is more important now than ever before. Read on:
1. Relevant Information
Aesthetics are great, but let’s take a second to discuss information. In this day and age, simplicity and pared-down instruction are becoming the new way. Trimmed and streamlined brand representation in parity with terse and to-the-point descriptions are becoming the defining points of the contemporary business model. This brevity is fine and fills a niche of its own, but it has a problem: It sometimes cuts a little too much out. The best approach is to stick to tersity front and center with the high-detail segments at the bottom or on the back.
2. Sensible Style
Don’t over-design. Tackiness and senseless tassels are great if you’re selling a product that’s meant to be aimless and without basis — and we’re betting that’s not the case with your business. Bright colors are fine if appropriately used in conjunction with a product or an attitude that makes the most of it. The truth is, while clients are more likely to notice bright colors, they can sometimes create an irritation and even make an unfavorable statement about your business model. Nobody likes a try-hard braggart — don’t be that person. Instead, try injecting undertones of bright colors in tandem with darker and more neutral colors to create a balanced image.
3. Keep It Real
If you’re selling a low-budget product or service, don’t try to play it up like the coolest thing ever. Maybe this works for some people, and it frankly depends on how you market your offerings, but keep in mind that products with an obviously cheaper feel should be represented as such on the surface. This isn’t to say that you shouldn’t try to express confidence and a sense of purpose in your packaging, but don’t put frills and tassels on something that’s just meant to fill a basic purpose without the extra features on top.