Although there is a recent trend away from over-packaged products due to a growing concern for the environment, we cannot negate the necessity of packaging. Packaging plays an important role in terms of protection, storage and hygienic handling of a product.
Also importantly, packaging plays a key role in the marketing mix. Timothy Beattie, General Manager of Pyrotec PackMedia, a leading provider in product identification solutions, says: “Packaging is often regarded as the most important form of advertising at the most critical point of all in the purchasing journey: the point of purchase.” It is therefore essential that the following is taken into account when determining the best packaging for a product.
What Do Consumers Look For In Packaging?
- Attention-grabbing: A distinctive, unmistakable and eye-catching appearance is a signal at the point-of-sale to which all consumers respond positively. Whatever stands out clearly in the monotonous competitive environment scores points with the consumer. Pyrotec’s range of Do-It Hang Tabs and Display Strips is an easy, affordable way to place your product where it is most visible to the consumer. Tip: Think carefully about where you want your products to be most visible. For instance, if your product is a fortified cereal consumed mainly by kiddies, you may want to place your goods on a lower shelf where it is visible to children, instead of at eye-level. We all know the massive influence kids have on their parents’ purchases!
- Multi-sensory appeal: Packaging which appeals to more than one sense attracts greater attention, intensifies perception and stimulates interest in buying. Packaging that can be felt, smelled and heard as well as looked at wins the customer’s favour, which often means that he will be prepared to pay a higher cost for that product. Innovative packaging makes new products stand out over trusted, familiar ones. Do-It’s range of printed Point-of-Purchase Signs is also a handy tool which can be used to engage the customer’s senses.
- Functionality: Product and aroma protection, hygiene and tightness, environmental responsibility and practical handling are just as important as ideas that improve comfort, such as closure mechanisms, for example.
- Added value: Cross-merchandising and buy-one-get-one-free promotions increases value-for-money perception in the mind of the consumer. Do-It’s range of Hang Tabs and Display Strips allows for easy cross-promotion and enables effective communication of special offers.
“Packaging plays a key role as a medium in the marketing mix, in promotional campaigns, as a pricing criterion, in defining the character of new products and as an instrument to create shelf impact. It is vital that brand owners understand its importance and spend the necessary time getting it right, as it has a massive impact in driving sales and influencing purchasing decisions,” concludes Beattie.