When it comes to developing your product for retail applications, one of the most important things may be packaging. In a retail setting, packaging can make or break a product and it’s worth making an investment in the right kind of packaging.
When a customer is considering a product, most of their buying decision is based on something called perceived value. Perceived value refers to what a customer believes a product to be worth and packaging can have a huge impact on it.
Take a beautiful candle as an example. If this candle is shrink wrapped in barely visible plastic or maybe nothing but a beautiful paper board label, its perceived value may increase in the eyes of the customer, but if it’s wrapped in thin cellophane with a small snippet of cheap ribbon (unfortunately common candle packaging), the perceived value can be reduced dramatically.
What are some things we can do to improve on the above mentioned unfortunate packaging? Consider using a nicer, wider ribbon in a branded colour or consider removing the cellophane packaging entirely and hire a graphic designer to create a label that really speaks to your brand. There is also potential in investing in a beautiful box for your product, creating more of a “gifty” feel, just be sure to always display one of each item out of the box so that a customer can see, feel, and touch it.
Speaking of seeing, feeling, and touching, this brings us to another type of packaging. I’m talking about “open faced” packaging, allowing the customer full access to the product without having to remove it from the box. This is most commonly seen with toys, but is also used with packaging of gift and home decor items. Packaging with an open face can be a bit more expensive to develop due to its intricacy, but allowing customer easy access to the product can really increase sales. Customers need to be able to use as many of their senses as possible and the easier we make that for them to do, the more likely they are to buy and the easier the buying decision will be!
Sometimes when we package our product, we think… Well the retailer can just remove the merchandise from the package if they want, right? True, but do we really want to invest any time and money into it if it’s just going to be removed? We would be better off to invest a little bit more time and money into getting the packaging right so that the brand message stays strong and customers are enticed!
That brings us to the final point; above all else, ensure effective branding in your packaging! Whether it’s tags on clothes, scarves, and hats or boxes and wrapping for other items, it may be worth investing in a graphic designer to help you effectively communicate your brand message through the wrapping of your product. Your packaging conveys who you are and what your business is all about.