Does Packaging Add Value to Brands and Products?

I think most consumers and manufacturers would agree that packaging can add value to a product. In fact, since 80% of shoppers make their decisions instore, wouldn’t we all agree that packaging and POP display design are becoming the key sales persuasion tools?

But without assuming it has a dollar value, then what is packaging really be about? Is plain brown paper good enough? Why not run some tests of old vs new packaging under controlled circumstances and see if you can determine a value?

Packaging is a Value-added Function

Here on the packaging blog, we’ve shown galleries of excellent packaging designs from bottles to POP retail displays, and tips on how to make your packaging perform better. The purpose of that is to inspire manufacturers to see the potential in well-designed packaging that really does add value. This isn’t value add in terms of security and durability, this is packaging that is exceptional in its ability to sell.

Popular, sales leading brands have to keep reinventing their packaging once in a while to maintain their market leadership. Even old brands like Coca Cola have to freshen up their brand image to keep Coke top of mind.

New Brands Can Appeal to Contemporary Tastes

New brands can do whatever they like because they have no brand equity to carry. They can experiment and use the latest breakthroughs in materials, style and marketing and get nary a complaint from consumers. If this is yours, you should take advantage of the latest data about styles and technology. It could be a formidable advantage up against top competitors.

Apple dropped its old brand positioning and adopted a new sleek styling that we’re all too familiar, new product design and stylish, upscale packaging. The packaging especially reiterated the product’s value. Apple’s design was so good it became a standard for graphic desigers.

Figure 1 Apple’s device packaging is clearly first class, and looks much more sleek and valuable than the minimalist faux woodgrain of Samsung’s. Even though it’s much older, it still appears to be of more value.

However, nothing lasts forever. Many consumers like myself have abandoned the iPhone and purchased Samsung phones.  In a market of constant changes and upgrades, whoever has the latest tech improvement and packaging improvement might get the consumer’s dollar. And remember, shoppers are making their buying decision in-store 80% of the time. Excellent, creative product packaging can save the day.

Grab an Advantage when it’s Presented

Trends in packaging design can give new brands and products quite a lift in everything from shelf-impact to at-home usage. We’re not talking about cheap gimmicks either. These trends help get products sold, and sold at a higher price.

A good case in point is very sophisticated package that appeals to status conscious shoppers. Here the packaging makes a major statement that captures those who want prestige.

Here’s a collection of what may be the big trends of 2015:

1. Artistic or freehand fonts
2. Watercolour graphics
3. Bold contrasting graphics
4. Fun, whimsical graphics
5. Unique paper containers/pouches
6. Paper-based packaging
7. Resealable plastic containers
8. Plant-based PET for containers
9. NFC chips for smartphone interaction
10. Creative QR codes
11. Free add on promotional gifts
12. Social media URLs(Facebook and Pinterest pages)
13. Customer experience
14. Information on how product was made
15. Handcrafted styling
16. Messaging that asks for feedback or input

So there you have it, 16 different ways packaging designers are using to stand out on the shelf, generate impulse purchases, and adding value to products which may not be well-differentiated.

See Peter Sena’s slideshare presentation on his choice for new packaging trends.

Need some ideas for creative packaging? Read the posts on soap packaging, POP strategy, and beautiful packaging ideas.