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Whether you’re embarking on the path of creating the packaging for the product you’re selling, or you’re considering changing the packaging of an existing product, you might wonder if the appearance of a package is even important at all. Many product suppliers think that the performance of a product is more important than the appearance of its packaging, but this can play an important role in the success or failure of the sale of a product. Below are some important reasons packaging is essential in marketing.
#1: Function
The purpose of packaging a product is to give protection, so it doesn’t get damaged. The packaging not only protects the product during the transfer from the factory to the different points of distribution but prevents damage while they are stacked on the shelves of stores. Most products have some special type of packaging. For example, instant soups must have a container and a package, while apples require only a package for transportation, but not to sell the product from distribution points to stores.
#2: Attraction
What a product looks like can be what gets the customer’s attention, and the latter decides to look at the product while it is on the shelf. Because of this, many companies carry out market studies on designs, color schemes, and types of packaging for products that are most attractive to the target audience.
#3: Promotion
The packaging also plays an important role in the presentation of information about the product. This information can help sell the product because it enables potential customers to have the necessary information they need to make the purchase decision. The information contained in a package can make the reader buy the product without having to talk to the seller.
#4: Differentiation
Packaging and labels can also differentiate one brand from another. Because the packaging of a product can contain the name, logo and color scheme of a company (just like the printed boxes produced by Netpak), it makes identification of the product easier for the consumers while it is among the products of the competition on a shelf.
If the packaging of the product changes, it may alter the perception of the company, but it does not mean that the buyer does not acquire the product, although it may delay this action until the person is able to identify the product according to its new image.
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