Is this the year your packaging really catches fire and grows your brand and sales? To captivate consumers, change is a given. Small changes can work. Big changes can really explode sales. We’re not suggesting you make change for change sake, but don’t let those shoppers walk on by.
2013 is a year of growth, where more manufacturer’s experiment with new packaging that takes more shelf space and shopper attention. You can’t do that without changing something in your packaging strategy. New styles, materials, fewer major brands, and more house brands all spell opportunity for smaller manufacturer’s brand who make their move. Consider these design tips when you’re talking with your packaging designer:
- Be disruptive – change is what consumers notice and uniqueness sharpens your brand positioning
- Convey your top 3 benefits in one tagline – it’s all about value today so get more creative with your copywriting and say more with less.
- Eco-friendly symbols – consumers love earth-friendly symbolism but back it up some new sustainable packaging.
- Bold colours, contrasts, symbolism to boost shelf impact and make your product look fresh, improved and value added.
- Use a new font – just a slightly wider or taller font helps consumers see your product in a new way. Reinforce value with new added images
- Freshen up your design and creative every two years – don’t let your brand or packaging stagnate – change before the consumer makes that decision that your brand is out of date.
- Use QR codes – There are even creative, pictographic types of qr codes that let consumers get interactive with their smartphones – direct connection to your micro website for videos, games, contests or pictures.
- Include something for mobile phone users: shortlink they can type into their smartphone to get a printable discount coupon for their next purchase.
- Try a value pack – add a shrinkwrapped or blister pack add on travel pack, to make an irrestible offer to cut into your competitor’s sales volume.
- Change the shape of your packaging – whether your primary product packaging or your display packaging, a new shape helps them revisualize your value proposition – shake them up to help get your message across.
The only constant is change, and 2013 won’t be like other years past. New winners and new market entrants will invade store shelves and it’s the uniqueness and freshness of their packaging designs that will win them marketshare. If you haven’t guessed, packaging is your company’s future. Put your emphasis on fresh new design improvements and increase your POP budget. Every year, more consumers make their purchase decision instore at the point of purchase.