Never judge a book by its cover. Beauty is in the eye of the beholder. It’s what’s on the inside that counts. These adages and dozens more like them remind us that there’s more to life than conventional attractiveness.
When it comes to human beings, the sayings ring true. But what about product packaging? If your small business’s product is good enough, it should be able to stand on its own, right?
Not exactly. As it turns out, how you package your product can be the difference between it flying off shelves or gathering dust on the clearance rack. Here’s what small business owners need to know.
Consistent Product Packaging Increases Brand Recognition
Tiffany’s signature blue box. Crown Royal’s purple velvet bag. Ferrero Rocher’s gold foil wrapper. Remove the label from any of this packaging, and 99 people out of 100 are still going to recognize it for what it is.
The more consistent you are with the elements of your packaging, the easier it is for people to know at the glance that it’s your product. This increases brand recognition and makes it simple for your loyal customers to spot your product in a crowd.
Proper Packaging Can Improve the Perceived Value of Your Product
Imagine you’re presented with a choice between two boxes. One is a plain cardboard box sealed with packing tape. The other is a glossy white box decorated with a hand-drawn design and tied shut with an intricate bow.
If you’re like most people, you’ll choose the latter. That’s not because you know what the box contains. It’s because you perceive it’s the more valuable of the two simply because of the packaging.
The same theory applies to your product packaging. If you show that thought and care went into your packaging, the perceived value of your product will increase.
“Effective” Doesn’t Necessarily Mean “Flashy”
Yes, packaging can help your product stand out from the crowd. But that doesn’t mean you have go over-the-top when it comes to your design. Bright colors and eye-catching designs are great at capturing attention if you sell children’s toys. But the same packaging will look strange (creepy, really) if you manufacture toilet seats.
There is nothing wrong with a minimalist design if it works for your product. Have you ever bought an Apple product? There’s nothing flashy about their all-white packaging. But many Apple users will admit, with a little shame, that they keep the boxes well after they’ve served their use … simply because they’re cool.
What’s on the Inside Counts … But the Outside Matters, Too!
The packaging you choose won’t save an inferior product, no matter how pretty it looks. But it does have the potential to sink the perfect product if you choose poorly. You’ve spent a ton of time making sure what’s inside is fantastic, so don’t forget to give the outside the same amount of care and attention!
Small businesses need every edge they can get right now. Give your marketing strategy the star treatment and call Mischa Communications today!