What is a package anyway? We all know that you transport a product from point A to point B. Besides the obvious of getting it there intact or broken, what is a box supposed to do? That job has changed dramatically in the last decade. The package has become the “first moment of truth” in retail. And now especially you are going to decide whether someone will accept your product or not. So you better pay attention not only to what goes inside, but also what is outside of the box.
Just because you have a great product doesn’t mean it’s going to sell. Or even if you have it in the right retail setting, it will fly off the shelf. Packing a product the right way involves much more than creating a box to hold your product. Sure, you’ll get it in one piece, we hope, but the days when the box acted only as a protective shipping container are gone. Today’s box is the “retail” seller. The box or package is expected to provide the necessary information for buyers to make an informed decision, and there is also no salesperson available to answer a question. Therefore, the package must be the silent salesman who says everything that needs to be known.
More importantly, convey the information about what is inside and how it will help the consumer solve a problem. That is an important factor to remember. When someone looks at your product in their mind, they are saying “What is this product going to do for me?” Think of your package from the consumer’s perspective, not from the perspective of package designers or engineers. Don’t get caught up in the notion of what needs to be “IN” the box, rather than what needs to be in the package to spark or satisfy consumer interest. Keep engineering-driven statements to a minimum, rather than explaining what value and benefits you will get vs. technical guidance information.
Think about the people who buy. Today’s consumer is a moving target. You have market trends, demographics, and niche markets that continually evolve at any given time. If you don’t keep up with these trends, then your product isn’t “connecting” with them with the right message. That core “message” is one of the most important attributes of your product packaging.
An intrinsic message can be conveyed in a number of ways. You can make your product more attractive through a variety of packaging applications. Here are some ideas to consider, attractive graphics, a complete family of interrelated products, attractive lifestyle photographs, clear, concise, and short instructions, and benefit-based statements. All of which have a subtle “feel good” message to the consumer. It tells them what they need to know or provides information that “connects” them with other satisfied buyers.
Did you know that women influence or make the purchase decision 85 percent of the time? In some sectors of the market it is more and in others less, but above all women are the ones who make the primary purchase decision. What is going to get her to buy your product? The answer is not what you might think.
But consumer goods companies are finally catching on to that fact. Unfortunately, it is not as simple as taking the man out of the box and replacing him with a woman. Nor is it to use pink packaging or other feminine colors. . Did you know that the number one color for packaging chosen by women is blue followed closely by red?
So first, understand that you need to connect with her on an intrinsic level. Do you understand why you are making the purchase? Alternatively, you need to know where you will be shopping. One thing is for sure, you will be in a hurry. Today’s women are hardworking, short on time, and busy with multitasking. How will you help her make an informed purchasing decision? Make it easy for them to purchase and easy to use and understand, and you have a winner.
Are you aware that Gen 50+ is the fastest and most affluent shopping demographic?
Did you know that:
Americans over 50 control $ 7 trillion, or 70% of all American wealth.
The 50+ group generates $ 2 trillion in annual income that they want and are willing to spend.
A baby boomer turns 50 every 8 seconds of every day. Do a little calculation here on this market size. Think of all the boomers you know besides me.
· The most common phrase that seems to suit everyone is “active adults.”
Do you know what they want in the packaging of their products?
Whether you use the word “boom,” “over 50,” or “aging,” this age group doesn’t want to be called old. No context “over the hill”. Use words that are not considered negative. In a recent survey I conducted, the words “golden,” “aging,” and “aged” did not appeal to me.
Sell to the 50+ generation the experience and benefits that come from using your product or service. Lifestyle problems are important. Boomers expect to live well and longer, so conveying this in your product will create relevance.
And don’t forget your vision problems too. A bigger type will satisfy them. As our population matures, manual dexterity in opening the product will also become increasingly important.
It’s trends like this that drastically influence product packaging and who will be the primary buyer. Yes, there are many other important demographics, but women and people over 50. they represent a huge and lucrative segment of the population. One that you cannot overlook on the packaging of any product.
Therefore, it is imperative to understand what today’s consumer expects and demands from their product packaging. When a consumer purchases, 70% of the time they make the purchase decision in the retail environment. That means in store, not before, and it also means that your product is competing with dozens of similar or similar products for your attention. The clutter and proliferation of competitive products is almost mind-boggling.
So even if you’ve established brand awareness, is it enough to make your product stand out on the shelf? A quick note here on branding for seniors: the population over 50 is not brand loyal contrary to what you might think. They will rebrand if it provides a superior experience, especially at a lower or competitive price.
What makes this problem even more difficult is that, on average, it will take a consumer about 2.6 seconds to decide whether to take their product off the shelf. It’s a few seconds of retail sensory overload that will determine whether or not your product will sell. Therefore, it is best if your package has the right message aimed at the right audience.
There are so many factors that can influence a buyer to pick up your product. But there are several things that I call “universal truths” that influence just about any consumer.
1st: Time is not on your side.
Consumers are in a hurry. They will not take long to decide which item to buy. Make it easy for your product to access where and when they are buying and have your product make the purchase decision for them.
2nd: Convenience is mandatory.
Look at the success of Wal-Mart or Best Buy, where you can access a wide variety of products under one roof. Today’s consumer is looking for a one-stop shop where they can do most of what they need in one place. Other areas of growth include convenience stores that are improving and expanding their quality and quantity of products.
3rd: KISS. Keep it simple and stupid.
The more complicated the decision-making process, the more likely you will lose your interest. It should be quick, easy, and uncomplicated.
Last but not least, give them a reason to buy. What is this product going to do for them? In many cases they will even pay more if a problem is solved.
Other “social” issues that can influence your package include:
Environmental responsibility or sustainability:
Green topics revolving around disposability, recyclability, and the latest hot topic for bioplastics or bioresins. The environmental aspects of packaging are heating up. Every week there are dozens of articles related to packaging and the waste stream.
Packaging innovation:
A major shift in consumer acceptance can cause a flood of new product innovations. Businesses are building entire brands around eco-friendly packaging and consumers are realizing the “garbage” problem.
Product safety:
Much of this packaging has been produced for specific reasons: security, evidence of tampering, counterfeiting, etc. If you can’t prove that, your product is safe and has not been tampered with, be careful. Consumers are increasingly cautious about where products come from and how safe they remain throughout the manufacturing process. Look for many innovations that prevent counterfeiting, tampering, contamination, or any degradation of the product.
In this category are RFID applications and tracking of your products from manufacturer to consumer. Believe it or not, the media is pushing this. Too many containers that are too difficult to open. Consumer Reports just released a spread in March on the 5 hardest packages to open. (The Oyster Awards) And at Christmas there are always dozens of articles on “wrap rage”. So make sure that the consumer can get into the box and, more importantly, that it is not a negative experience doing so.
So if you want to package products that consumers will buy, keep the
above in mind and:
Look outside your industry for innovative packaging ideas.
Don’t get so focused on “industry” that you overlook opportunities in other markets.
Focus on current consumer trends and understand what drives people to buy.
Don’t just pack hype, pack experiences.
Offer value in the form of benefits that consumers will get from buying your product.
Stay up-to-date on who buys what and where and don’t trust what worked in the past.
Lastly, look at the package from the consumer’s perspective, not from the manufacturers perspective.
Remember that the package should be your first thought, not your last.