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Food and beverage, cosmetic and retail industries

5 questions when designing product packaging

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  • April 26, 2017
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There are only a number of things a company can change in order to improve its product. But the decision to change the way a package looks is not always a simple one. More likely than not, the design of a package and whether someone will buy it is based solely on the consumer itself.

Therefore, companies must ask themselves these questions in order to adapt themselves to their consumers:

  1. Who are my consumers?
  2. Do they or should they care about the way the product looks?
  3. Is my product meant to be shown off or tucked away in a cupboard?
  4. Does my consumer want to spend more on my product if it looks better?
  5. What does my product say about my consumer?

These questions are a great way to start finding out the best way for companies to better sell their product. In fact, about two-thirds of consumers try new products based only on the way it looks at a first glance.

Although products are not people, they have just about the same impact on a first impressions as people do. Which is why that first impression is so crucial. Just like people, the product has only a few seconds to sell itself before the consumer moves on to something else and dismisses it.

Most everyone has heard the phrase,

“Don’t judge a book by its cover.”

But the number of people who actually adhere to that advice is minimal.

For products from the cosmetics and the food and beverage industry, the packaging is usually disposed of once opened and used, but that does not dismiss the fact that the package is what made the consumer by it in the first place.

Consumers are going to gravitate towards products that reflect them as an individual.

If we take the example of a water bottle that is in a row of other water bottles, what is going to make someone buy that one and not another? The contents of the water are all about the same no matter what the company tells you and will have close to the same effect as any other. But, the water bottle is something that that person will be seen with and that they will look at multiple times throughout the course of a day.

And therefore, for example, a water bottle that is made of cardboard instead of plastic could reflect the eco-friendly consumer. The colourful water bottle that has many designs on it could reflect a consumer that is more artsy or fun. The water bottle that isn’t a cylinder is going to be more attracting to the consumer that wants to distinguish themselves from the others. And so on.

And although the consumer does not always consciously make these distinctions, it is still apparent in the fact that if they didn’t, everyone would go for the typical cylindrical water bottle and there wouldn’t exist so many containers for the same product.

This example demonstrates the things that must be considered when wanting to sell a product and how the packaging is not simply a container.

The packaging function by Lascom ties to together all the aspects needed to change your packaging.

The packaging functionality is designed to handle all the requirements and variables associated with a product packaging as well as associated documents. To learn more about Lascom and its solution click here.

 

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