Over the years, I have often seen people buy products that are packed nicely and are disappointed in the quality. But then there are people amazed by the actual products, even though the packaging looked cheap. Think about that… You could have the best product in the world, but if you don’t make people buy it first, nobody will know about it. The question is: how do you know if your product’s packaging is good enough? In other words…
What are the characteristics of good packaging in 2021?
In 2021, good packaging should be:
- functional
- communicative
- eye-catching
- easy to use
- sustainable
These characteristics are suitable for any industry. However, in order to decide if you have a good packaging solution, you need to understand each one of them. In this 5-minute read article, you are going to discover everything you need to know regarding this topic and how to keep up with the trends.
What do these characteristics mean? Why are they important?
Over the years, I’ve analyzed hundreds of packaging solutions, more or less successful. The characteristics that we are going to talk about are found in every amazing piece of packaging, that everyone appreciated.
It seems like people’s preferences matter less when you study the psychology behind their decisions. This is what I did and it seems like this magic recipe has worked for many products and will work for many products from now on.
Further on, each subtitle will focus on one characteristic, and we will get into details. In the end, you will have an overall view of how good packaging looks like and you will be able to analyze and rate yours.
Why does the packaging need to be functional?
The customer is always searching for products that offer him a nice experience. Every time a customer interacts with your product, its packaging functionality will play a very important role in his experience. And that will decide whether he will buy it again or not.
One of the most important functionalities of the packaging is protecting the product. A customer expects the products to be delivered in perfect shape and condition. It’s a standard nowadays and nobody would take less.
But functionalities don’t stop here…
We like opening a box with an easy-open feature and we prefer to keep our food fresh with resealable packaging. People will buy a product multiple times if it’s packed in a creative way and it impresses them the first time.
These are some examples of functionalities that may impress customers and make them buy your products again.
Why does the packaging need to be communicative?
They say good packaging is ‘the silent salesman’. It really is the communication interface between the manufacturer and the final consumer. As a brand, you need to communicate the information your customer would like or need to hear.
And where does the client get this information from? Bingo! On the packaging.
The best packaging solutions are built on similar structures. The front side mentions the brand and focuses on one special aspect of that product, meant to draw attention. The back goes more into detail and will explain more about the product, for those interested. The sides are always connecting the back and the front. Usually, they feature useful information used to build trust in the product or to identify it quickly.
You need to look trustworthy and to offer enough relevant information for him to choose you. But before choosing you, he must notice you first and that’s why we’re going to discuss more about getting noticed.
Why does the packaging need to be eye-catching?
Nowadays, there are many brands offering similar products and they rely more and more on the way those products are presented. Especially if we talk about products available in big stores, you need to get the customers attention.
Most eye-catching packaging solutions are built having color, shape, and material texture in mind. Imagine a customer looking for a perfume for his wife. Among all these boxy, blackish bottles, there is this unique bottle. It has the shape of a sensual female body, in a very pronounced red color. It’s made out of matte glass, and a touch of velvet announces the most exclusive product available.
His wife will feel like a queen when she gets the present, and that’s what he wants! The good news is, the unique bottle was your product and it was probably the last piece available.
Understand your customer and rely on psychology to build packaging that creates emotion.
Why does the packaging need to be easy to use?
Your customers will probably use the product in many circumstances. But it’s your job to identify the most common ones and build your product accordingly. This will also enhance their experience with your brand and your relationship will be consolidated.
You need to think about potential scenarios your ideal customer would use your product in. If you sell protein bars that people eat after going to the gym, you may have them packed in a small, cooling material that is easy to open.
Analyze your customers, ask them questions and then offer the best solution for their situation.
Why does the packaging need to be sustainable?
This is probably one of the biggest trends in the packaging industry. You probably heard about sustainability. It has been a popular word for a while now, but the notoriety of environmentally friendly products is rising every year.
Smart brands take advantage of that. An example would be using recyclable materials for your packaging. This will attract new customers that support businesses careful to the environment.
Another example from the real business world is the cosmetic brand Estee Lauder. They planned to deliver their unique refillable packaging by 2025.
The focus is quickly shifting towards this trend because more people acknowledge the real problems pollution provokes.
How are these characteristics relevant for every industry?
We live in the 21st century. Many people think that there aren’t many things left to invent or to discover (they are proved wrong every now and then). The markets are saturated and full of similar products. You need to bring something new, outstanding to your market.
Your only chance to stand-out is to build innovative packaging so that people will choose you first. You need to deliver quality experiences to keep those clients loyal.
And to do so, you must follow structures that have worked for the past years and develop your packaging solution according to them. One of these structures is based on the characteristics presented in this article. It will surely help your product be special among the others.
How can I make sure I cover all of the characteristics?
Most of the time, you can’t do this alone. Packaging has become a product itself and you need a lot of time and resources to invest in it. The good part is there are people specialized in that and they are called packaging brokers.
A packaging broker will use his connections and knowledge to build the perfect packaging solution for you. Even better than that, you will save yourself good amounts of money if you choose a broker as a partner!
Conclusion
Nowadays, when there are so many options, packaging has become as important as the product. You need to give special attention to its characteristics so that it can stand out.
You should’ve learned by now why a good packaging solution will lead to great results for your business. Make sure it has those 5 characteristics and chances are you will succeed!
