Value Added Packaging is the New Packaging
To many industry people and consumers alike, packaging is branding. The packaging of a product improves aesthetics and generates more reassurance that the product inside it is of the highest standards and value. The packaging also must present the product’s value proposition and get the benefits across in a clear and persuasive way. And particular types of packaging are inexpensive, showcase products well and even add extra benefits such as security and tamper resistance.
Traditional packaging has always had a brand logo or tagline included on a cardboard box. It was only an identification marker for shipping and storage really. Today, packaging designers are elevating their primary and POP display designs to add value to the product they contain. They expect their designs will increase brand lift and increase shelf impact.
There is plenty of innovation in modern paper and plastic, and even with recycled materials. And two of the most simple ways to innovate and add value to a product using packaging is with blister packs and clamshell packaging.
You’ll discover that packaging does need to evolve to help display innovative products. If a product is innovative, the packaging may have to be as well. In the consumer’s eyes, packaging and product are inextricably intertwined.
Seeing is Believing
Given the consumer will discard the packaging, you might well ask how the packaging can possibly add value. Value added comes from the shopping experience and how a consumer feels about the products they see. Attractive packaging that looks expensive and well designed implies to the consumer that the product is valuable. Packaging is also a form of instore advertising. In addition, some packaging can improve the shelf life of the product and protect it from theft or damage. The shaping, materials, colours, textures, and overall appearance of the new packaging designs are unique and can offer secondary benefits.
If you’re preparing to design and launch a new electronic, kid’s toy, security, sports accessory, or pharmaceutical type product, take a good look at plastic blister and clamshell packaging designs. They could make a world of difference. Creative packaging’s goal is to promote a product that the consumer will believe is “special.” But designers aren’t satisfied with just being different. There’s more they can do to capture the consumer’s mind and emotions. It’s the materials available today too, that enable creativity in packaging design.
Thermoformed Plastic Packaging Stands Out
Blister packaging utilizes materials such as PET, PCTFE, and COC. These materials can be thermoformed (heat shaped) or cold pressed and the final product is aesthetically appealing. The organized highly branded profile of today’s plastic and paper packaging offers reassurance to consumers that the product was produced according to quality control guidelines.
The blister pack is generated from rolls of flat sheet or film, then filled with the particular pharmaceutical product and then closed. In the pharmaceutical industry, a form-fill-seal process is often used.
A clamshell is a one-piece container consisting of two halves joined by a hinge. Clear or translucent Polystyrene, PVC, PET, A-PET, RPET and rolled foam are popular plastic materials used in clamshells. The clamshell is created via a thermoform process. The clamshell package can be folded and locked with a tab or can be heat sealed. High value electronic products can be safely sealed to prevent theft.
These plastic packaging types increase viewability of the product. If people can see the product directly, it is therefore more findable. The shape of the clamshell packaging often conveys complexity and styling that you might expect in an expensive product, therefore clamshells not only catch attention, they actually increase the perceived value of a product. And PET clamshell packaging is being accepted for recycling by the city of Toronto so any eco-friendly concerns for consumers might be disappearing.
Clear plastic packaging also allows for colour cardboard or paper graphic inserts. The design of the pack or shell itself catches and hold the shopper’s attention long enough to get them to read the product details. It’s all nicely assembled visually for the consumer. For particular product categories such as home security, electronics accessories, hardware, small appliances, clamshell packaging is a must. It is tamper proof and deters theft.
If the packaging must tell the brand’s compelling story, showcase the brand, and communicate the value proposition quickly, then molded, clear plastic packaging seems to have an advantage.
Take a look at these innovative products below, which have incorporated clamshell/blister pack packaging and manage to stand out in the store aisle where shoppers can find them.
Don’t forget to take our pop display survey and check out this study on the effectiveness of POP display. What about your product’s shelf impact and the brand lift it’s achieving? What is outstanding display design and where should you be putting your money in 2013? Is ready for retail ready for prime time in packaging? Get a Quote from a local Packaging Company in Markham and make the most of POP.