3 Tips on Picking Product Packaging for Small Businesses
Product packaging is arguably as important as what’s inside.
Don’t believe us? Then hear this—packaging directly influences buying behavior.
Even for the most rational, practical consumers, attractive packaging seems to stick, literally changing the brain’s activity. Neutral packaging produces neutral results, and unattractive packaging is just that—off-putting. How we feel about a product and its packaging often determines what and how we buy.
That being said, picking product packaging might be one of the most important things you do today. The following tips make it easier.
1. Know What the Average Consumer Expects From Packaging
We mentioned that packaging can be quite influential.
How, though? What are your customers looking for as they peruse the aisles of their local store?
The typical buyer looks for some of the following things in packaging:
- Green packaging, or packaging that uses recycled materials, is recyclable or reusable itself, and/or uses minimal materials
- Packaging that’s a perfect balance of new and unexpected without being too unusual or unfamiliar
- Clearly identifiable logos, color schemes, etc.
- Informational labels
- Durable packaging, such as corrugated material over cardboard (the corrugated definition is simple, meaning reinforced)
2. Consider Eco-Friendly and Durable Solutions
Sustainable packaging should be a primary focus when testing different packaging styles. This umbrella term considers things like product packaging materials, product packaging design, and more.
By definition, a product must be one of the following to be considered eco-friendly:
- Biodegradable or compostable
- Recyclable and/or reusable
- Made from recycled products
- Manufactured in a low-impact method
If you’re nervous about investing money into costlier but more sustainable packaging, don’t be. A recent study by Nielsen revealed that 66% of consumers worldwide are willing to pay more for green packaging. It’s expected that the number will rise with a growing conscientiousness in buyers.
3. Identifiable, Individual, and Intriguing
These are the three Is of marketing through product packaging.
Okay, we just made that up—but we think it should stick, and here’s why.
The brands we know and love check these three boxes. They’re identifiable in the crowd (think: Coca-Cola vs. Tab), on-brand and individual (a unique logo that’s specific to your product), and intriguing—enough to woo your consumers without overwhelming them with newness.
The reason these rules are important is that they should apply to every product you put out.
Regardless of the packaging material, it should always look like your brand. No matter the packaging size, it should stand out on a shelf. Whatever the product inside, the packaging should always be interesting enough to catch a customer’s eye.
Don’t Be Perturbed by Picking Product Packaging
If else fails, consider the person you know best—yourself.
When you go shopping, what kind of products do you like to buy, and why? What type of packaging seems unnecessary, unattractive, or impractical? What packaging stands out, looks good, and influences you to make a purchase?
Figure out what speaks to you and then analyze the why.
Now that you’ve learned a little more about picking product packaging, head back to our homepage and see what else you can find!
Trevor Anderson wrote this article on behalf of FreeUp. FreeUp is the fastest-growing freelance marketplace in the US. FreeUp only accepts the top 1% of freelance applicants. Click here to get access to the top freelancers in the world.
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