Don’t Let Your Design Fail You
Research reveals that only 50% of packaging succeeds, which means half failed. It seems we need to optimize all aspects of our packaging design from sustainable materials to shelf appeal to POP display capacity to stay competitive and succeed. Let’s take a look at what might be at issue when displays don’t work and what make them perform better.
From Top to Bottom
Check out all aspects of your packaging to see it works as one continuous sales process rather than just something static to hold your branded product. If branding was all that was needed, 50% of packaging wouldn’t fail. If your packaging isn’t generating the result, it’s time to pick it apart piece by piece.
9 Features to Optimize in Your Primary or POP Packaging
Examine each of these and how they work together to captivate shoppers and get them to buy.
- Product Presentation ─ Does your packaging focus the shopper’s mind on your product and its quintessential benefits? Are you getting your value proposition across quickly?
- Brand Presentation ─ How are brand image elements such as logos and slogans/messaging positioned on the packaging? Is it overdoing it, or is barely visible?
Headline Hook/Promises ─ Do your headlines hook the shopper and make a promise or highlight the number one benefit? The Rawling’s football heading says it is an “official sized football and that it’s got the “ultimate grip.” The POP packaging might also say “grab it and see for yourself.” When the shopper grips the ball, the promise is fulfilled. The package has said something that is true. However, the shopper needs to be reminded about why the grip is so important. The thrower can better throw perfect spiral passes, so mentioning that is putting the key benefit in action.
- Colour Psychology ─ colour research shows that colours elicit different emotions and that men and women differ in their response to colour. Most display packaging is too modest – it lacks those subtle fine visual cues including colour, to differentiate and stimulate emotion and senses. Adding a red line or a yellow box shape could get attention make shoppers consider the product a second or two longer. That translates to sales.
- Imagery ─ Do the images/symbols/humans used really get the value proposition across? Are they believable or fanciful notions? Have you considered labels to not just capture attention but to reinforce your selling proposition?
- Sustainability ─ It’s pretty well considered fact that sustainable logos/marks make a positive impact on consumer preference. Sustainable materials sometimes have appearance and weight advantages that add value.
- Discounts/Incentives ─ The right incentive is not a loss. It’s the one value-add that pushes the product into their shopping cart. Brainstorm all the possible incentives you could offer. Tickets to local events, gift cards, and sample items can really increase impulse buys. Ask about promotional merchandise you could add to displays on the shelves. Again, they need to complement your product in a meaningful way.
- Packaging Shape ─ Too many packaging shapes are functional and fail to entice the buyer. Consider making your displays more unique to engage more of the buyer’s senses and mind. Corrugate cardboard and Coroflot are offering new shape and style possibilities and we now that unique features draw attention.
- Digital Electronic Interactivity ─ the use of QR codes and NFC chips are inexpensive additions that connect you to a growing shopper segment – those using mobile phones. They’ll search for the missing information, thus telling you what your packaging didn’t communicate.
Good luck with your packaging upgrades in 2015. I hope you’re enjoying our exploration of packaging strategies from design to fulfillment on our blog.