Packaging and labeling plays a vital role in marketing. Effective packaging generates sales by connecting with shoppers at the point of purchase. The expense incurred when developing an effective package or label should be seen as a worthwhile investment with the capability of providing a huge return. Effective packaging and labeling:
- Is easily seen on the shelf
- Engages shoppers
- Communicates key messages
- Is able to close the sale
The most effective packaging also provides functional benefits such as easy handling, storage, easy opening and re-closing, easy dispensing and usage and easy disposal and sustainability.
Even in today’s busy shop aisles there are many ways in which a package can be designed to get more visibility. This might include changing the shape or color or by using strong visual elements in the design.
However, creating visibility alone will not guarantee a purchase. Once the package has caught the attention of the consumer it must then entice them to learn more. Perhaps the most effective way of accomplishing this is with a picture. Remember that the most effective packaging and labeling is able to create a positive reaction when it is viewed.
Next, the packaging should convey a meaningful message to the consumer. This is typically accomplished with the help of an attention grabbing statement. The statement could be about price, ingredients or changes to the product. In addition to the content of the message, the visual execution will impact how engaging the message will be.
Structural packaging provides an effective way for a brand to stand out above the rest. In addition, if the packaging is designed to create meaningful benefits to the consumer, the product becomes even more memorable.
Sometimes packaging and labeling is resisted by the manufacturer simply because its effective design ends up adding more to the production cost. However, when a company chooses higher quality materials, better printing and more attractive photography, it typically results in increased sales and the ability to charge more because consumers believe the product is worth more.
Alter Impact has over thirteen years of experience providing quality graphic design services for businesses both large and small. For more information on how we can help you properly market your business, please contact us today.