Packaging with Clear
Boxes is the third largest industry in America valued at $110 billion
per annum. It is estimated that there are 350 billion packages which comprise
of the tiniest item in pharmaceuticals to super sacks used that are used to
carry thousands of pounds of content and which can withstand rigorous
transport. Consider what product packaging design does to your product: Most
importantly, packaging identifies your brand. Packaging communicates with the
consumer and presents an image, displays the product and also provides
instructions for its use. Packaging distinguishes your product from your
competitor’s in its design, color, and shape. Packaging is your product’s
promotional advertisement. It is the last thing the consumer sees about your
product before making a decision to purchase it.
To see how important
product label design is, take the case of DermaQuest which produces a line of
skincare products. Although their products are of high quality, their initial
packaging was not impressive and did not say much about their product. After
working with a team of professional designers and branding houses their
skincare products were given a totally new makeover. Allyson Rogers, director
of education at DermaQuest said, "It's made a huge difference. It's helped
us get into new doors that we weren't in before. This is something that appeals
to doctors. It's clean, scientific and elegant-looking." The new look
resulted in doubling their sales.
Generally packaging
works out to 10% of the retail cost of a product. However this margin would go
up or down considering the product you are selling. Cosmetic and electronic
manufacturers may spend up to 40% or more of the product cost on packaging, as
would gift items. An attractively packaged product makes all the difference at
the point of sale. The extra care and cost required to produce an attractive
package are more than covered through increase in sales. Sanjay Sood, associate
professor of marketing at UCLA's Anderson School of Management said,
"Packaging may provide consumers with some sort of interest or incentive
that can help get customers to try it, but for repeat buys, that's where the
product will live or die on its own." There is a psychology to a
consumer’s selection of a product and it depends on product design and
packaging.
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