The Role of Packaging in Marketing Your Business

Packaging is very important to consumers, and it can really make a difference to them as a customer to your business. Product packaging comes in all shapes and sizes, and is a very important part of the process of selling your products, with colours and text being able to appeal to customers as soon as they see the product. More and more companies are becoming aware of just how important product packaging is to their business, and they are beginning to spend more money and put more effort into the design and creation of their packaging.

Appeal to Customers

The appearance of your products can be a very important factor in the amount of sales you can make, with a strong visual appearance attracting customers to your product, and a bad appearance repelling them. If your product can appeal to them, they are more likely to want to find out more information about it, which could encourage them to realise that they have a need or desire for your product. Once you have determined your target market, you are then able to conduct research into the types of things that appeal to them most, giving you the best chance possible of making sales.

Making a Good First Impression

Making a good first impression can be very important in many different situations, and that is no different where the packaging of your products is concerned. As the saying goes, you never get a second chance to make a good first impression, and so your product packaging can really help a customer to make their decision about you and your products.

It’s not only your products, but any promotional products you use to promote your business need to have the right packaging, as it’s the first thing that users will see. Whether it’s personalised stationary, branded t-shirts or personalised confectionery, any promotional products should really work hard to sell your business.

So what makes good product packaging? Quality, strong, honest and clear packaging may suggest to the customer that your product will be just as good, encouraging them to buy it. So, what are the key elements of product packaging that customers will look for?

• Strong and clear fonts.
• A good colour scheme that includes white, black, red, yellow or green.
• Premium materials.
• Clear labelling and detailed information.
• The ability to see the product through transparent packaging.

Protecting and Supporting your Products

The packaging of your products needs to provide sufficient protection and support, during both shipping and whilst on the shelves. The packaging and the product within it both need to be in the best possible condition when the customers come into contact with them, ensuring that the customer is able to appreciate the work that has gone into the product as a whole. Not only can poor packaging look terrible to customers, but more importantly, it may lead to the product itself becoming damaged.

Informing Customers

Product packaging is a good way of providing information to the customers, with ingredients, instructions, features and many more pieces of information being included on the packaging to give the customer all of the information that they need. It is also important for companies to include contact information on the packaging, so that customers are able to find out more information or provide feedback on their experience. Being honest with customers and providing all relevant information can show the business in good light, and can help to generate more sales.

Improving and Cementing Brand Awareness

The branding of a company is almost always located in prime space on all product packaging, including colour schemes, logos, strap lines and anything else that is associated with the brand. By adding these to the packaging, businesses are able to increase brand awareness, which could mean that they are able to generate a bigger customer base. The branding is also important in the customer’s decision, because if the product is from a brand they know, or it at least looks professional and quality, they are more likely to buy it.

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Peter Scully

Marketing Director at SF Media

Keen author and blogger. Peter writes on a number of topics he has a personal interest in, including brand promotion, marketing, social media, online marketing and small business advertising.