Tips for Marketing Strategists: The Value of Product Packaging

Product packaging is meant to protect your merchandise from any damage. This is when the manufacturer transports the commodities to retailers and while the goods are on the shelves of retail outlets. Moreover, packaging is not only for protection of products. It also plays a vital part in the marketing mix, advertising campaigns and pricing standards, creating unique brand identities, and describing new products.

Packaging compels consumers to check out the goods on the shelves of supermarkets and department stores. Some shoppers are satisfied with how goods are wrapped or placed in boxes. However, some are more meticulous and look carefully at the designs and colors. That is why companies spend a lot of resources and time on research regarding product packaging. The key is to come out with the most effective strategy to entice potential customers. There are different factors that marketers should consider to put in more appeal to commodities and convince consumers to purchase the item.

• The packaging has to grab the interest of buyers. It has to appeal to the target audience like housewives or teenagers. The product has to stand out among the multitude of other goods in the same category.


• Marketing experts know that many people usually judge a product by its packaging. The objective of unique but rational designs and creativity is to tell customers that this particular merchandise is worth buying. Design is crucial to some segments such as cosmetics and sweets.


• In packaging, you have to take into consideration the elements of functionality, cleanliness, protection of the product's handling during storage, and environmental accountability. At the same time, you have to be innovative in packaging for the purpose of enhancing sales.


• The material that you use should be durable and easy to dispose as well. Customers are easily turned off by boxes or packs that are disfigured or crumpled.


• Packaging serves as the primary medium of communications between the manufacturer and consumer. When a shopper picks a certain product from the supermarket shelf, the first thing that this individual does is to scrutinize the packet and read the information about the commodity. Once this appeals to the senses of the consumer, you can be sure that the product will be sold. In other words, it must appeal to the buyer's sight, feelings and smell. This is what multi-sensory attraction is all about.


• There should be suitability in product packaging. This is considered as one of the gauge for quality. In short, the value of a certain commodity is shared to the public not by mere hype and literature printed in the box. The more important factor is the creative design wherein the packaging and contents are consistent with each other. The buyer must be influenced by this uniformity.


• Packaging must have the element of value. In other words, consumers are fascinated by sophisticated packaging. For most shoppers, the product is classy and expensive if packaging looks stylish. This is the reason why packaging should both have aesthetic qualities and functionality.