Product Packaging and Why is It Important?
Overview
Packaging is not just about protection though. There are several reasons why businesses need to pay close attention to how they package a product.
Why Product Packaging is So Important?
The most important purpose for product packaging is to protect the product itself. Without this protection, products would fail to sell and the profits of a business would fall. Packaging protects products throughout the transportation and sales process.
Let's take a closer look at why product packaging is so important.
Protection of the Product
Protecting the product should always be a vital consideration when designing packaging. The packaging needs to help preserve the product and protect it from damage.
The preservation and protection that is provided by packaging needs to last throughout the transfer of the product from the manufacturer to the retailer. It also needs to remain in place while the product is on the shelf in store and while it's being stored after purchase.
The preservation aspect of packaging is especially important when food products are involved. If they are not preserved in the right way, their quality may be adversely affected and they may become unsafe to eat.
Attracting Potential Customers and Increasing Sales
Packaging design can be what first attracts a potential buyer to a product. This is what makes it such an important factor in the marketing of a product. Businesses conduct research into what colours and shapes of packaging are more likely to make their products stand out from the crowd.
Packaging also contains information about the product such as ingredients or materials that are included. This information is useful to people when they are making a buying decision. It means they are often able to make their decision without looking for any information elsewhere or asking a store assistant.
Providing Information about the Product
Looking at the listing of useful information in more detail, makes it obvious why this aspect of product packaging is so important. This information often includes details such as:
● The size of the product.
● Ingredients and materials that are present.
● The method of manufacture.
● Where the product was made or grown.
● When the product was made.
It's important that manufacturers and suppliers include only truthful information on packaging.
Giving a Competitive Advantage
The choice of packaging that a business makes can give it an enormous competitive advantage. For instance, if packaging does not protect a product and it becomes damaged in transit, the purchaser is not likely to buy anything from that business again.
Businesses can invest in custom designed packaging which is created specifically for their products. This helps to optimise the competitive advantage that is gained.
Enabling Brand Differentiation
Brand differentiation is important in helping a business to be successful. Packaging is an excellent way of enabling brand differentiation. For instance, a manufacturer or seller can include their brand logo and colour scheme on the packaging. This helps potential buyers to differentiate one brand from another when they are making purchasing decisions.
When choosing packaging that helps to differentiate them from others, a business takes many different factors into account. These factors include:
● The size and shape of packaging.
● The materials that should be used for packaging.
● Hallmarks and logos that should be included in the packaging.
Using these factors in the right way helps businesses to create automatic brand recognition of their products which is vital in the optimization of sales and profits.
In Summary
Packaging is an integral part of the manufacturing and sales process of any product. Its most vital role is to protect and preserve the product that it covers.
However, it's not sufficient for a business to simply consider the protective properties of the packaging that it uses. This is because well-designed packaging can help to attract new customers for a product and provide them with the vital information that they need to make a purchasing decision.
Packaging is also a useful tool in helping a business to develop brand differentiation. This helps them to stand out from others and develop a following of loyal customers as they can always pick out their products by the recognisable packaging.
It's clear that packaging is essential when it comes to protecting and marketing a product, to make it more appealing to potential purchasers.