Saturday, 7 May 2011
Three Top Packaging Tips
Brand organisations know that delivering a fabulous in-store brand experience is critical to ensure consumers buy their brand.
Packaging is clearly one of the most important components, given the role it plays at the first moment of truth. I have written about this before.
Retail Customer Experience have just written a useful article covering three ways packaging can improve, impact the retail experience.
Whilst every category and brand has different strategy there are three common packaging considerations that are becoming more essential to ensure the brand deliver a positive in-store experience for consumers.
Here are the article highlights. (These tips seem obvious but I find it surprising that many brands get it wrong.)
1. It needs to stand-out and differentiate
It has to get attention and convey what the brand is all about.
2. It's secure but possible to open with too much hassle
It needs to keep the content secure but not be a nightmare to open.
3. It's sustainable
Consumers care about the environment and don't like it when brands are wasteful.
If consumers notice and like what they see there is a far greater chance they will buy. When a consumer buys a brand and it delivers - and ideally delights - them then the brand will succeed. Packaging is an important part of that equation.