Is Product Packaging Important

In marketing, image is extremely important.
Whether you are considering giving your product packaging a new look or developing packaging for a new product, you need to be aware of how much the look of packaging can impact on how successful your product will be.
Even a subtle difference to the packaging can dramatically increase your sales or drastically decrease your sales. 

Here are some important things to consider when deciding on your product packaging:

Is My Product Attractive?

If your product is pleasing the eye, you can be sure it will get a lot of attention.  An attractive, carefully designed design and thoughtful colour scheme will stand out from competitors and entice customers to buy. Companies often carry out surveys to determine which product packaging is most appealing to its consumers. What will draw someone in to picking your product up off the shelf as opposed to another product is that it looks like something that someone either 'needs' or 'wants' to buy.

Secure And Functional Packaging

Believe it or not, packaging that is awkward, clumsy or difficult to open is an instant turn off. Similarly, packaging that looks flimsy and delicate may deter retailers from selling your product due to possible damage in transit and also when sitting on shelves in shops. Product packaging should be secure and functional but at the same time, not so secure that it requires brute force to open, this will not encourage your customers to buy your product again, the inclusion of protective material such as tissue paper or bubble wrap will ensure that the product is held securely.


Packaging that contains information on how to use, how to get best results, or in the case of food produce, information on ingredients, nutrition information will instantly give the consumer confidence in the product, which means there is a greater chance of the product selling. It also allows the buyer to be well-informed before purchasing the product. Contact information on the packaging is also a plus

Standing Out From The Rest 

It’s important to give your packaging a strong, instantly recognisable identity. Especially when sitting on the shelves in close proximity to similar competitive products. When you have decided on the colour, style and type of packaging for your product, evaluate its performance and if the packaging appears to be performing well, do not feel tempting to tweak the packaging to stay up to date, like they say, ‘if it ain’t broke, don’t fix it.’ Consumers like familiarity of brands and a brand that constantly changes it packaging and overall look, though the formula of the product itself may not have changed, it looks as if you are not it could lose you existing buyers of the brand and deter new ones.

Author Bio:
Writen by James Harper for UK Packaging: the leading on-line suppliers of packaging materials in the UK. 
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