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How to create packaging that sells
July 22, 2008
One of packaging’s most important functions is to entice consumers to buy the product. Oh sure, there’s those more lofty, generally more admired traits of protecting the product, ensuring it gets to market and all that stuff.
But let’s face it – a lot of you reading this pay attention to packaging largely as a vehicle to make your stuff sell better. And I’m totally okay with that.
Unfortunately, evaluating the effectiveness of a package or embarking on a design for a new one can be like hunting for snakes in a pitch-black basement with just a flashlight and a stick -- it’s hard to tell if your jabs are doing anything and you’re liable to only get hurt in the process.
Good thing there are resources out there to help illuminate the package design process. One of the very best I've seen is Patterns, a comprehensive series of packaging studies by Brand Consultants R.Bird. It's an excellent series, in which they take a detailed look at packaging in a number of popular consumer product categories. It offers a wealth of insight in how to use packaging to build your brand and increase sales for almost any product.
Another excellent insight into the marketing aspects of packaging is the article Creating Packaging That Sells, by Valorie Cook Carpenter. To be honest, the article is a tad old, so take certain things with a grain … especially the cost estimates. But her credentials are strong, with solid experience in packaging for computer software – one of the most competitive consumer products out there. Anyone who’s embarking on a packaging design / redesign effort is sure to find valuable ideas here.
And definitely leave some time to take a look at Effective Package Design, an excellent PDF from the site of advertising conglomerate WPP (Ogilvy & Mather, Nielsen, Young & Rubicam Brands, etc. etc. etc.) It's an exceptionally nuanced look at how packaging can help a brand connect with its customers.
There. That should keep you busy for a few hours that you could be wasting on actual work.
Posted by David Bellm on July 22, 2008 | Comments (3)
In response to: How to create packaging that sells
kevo commented:
your right, the article is dated but i stumbled across a very cool website...www.popon.net that you guys should write an article on. it looks like they touch on the packaging industry so..... they really have a unique concept going for them
In response to: How to create packaging that sells
David Bellm commented:
Thanks for the tip! You're right -- www.popon.net is a great resource indeed. I'm sure I'll be doing things with it in the future.
In response to: How to create packaging that sells
Jeff Salisbury commented:
FiberStone™ paper is also pretty amazing stuff for packaging material. The paper comes from Naturalsourceprinting.com. FiberStone™ paper is a stone paper made from calcium carbonate. It is waterproof and has a low carbon footprint (and it's a recyclable paper!). Rock paper, stone paper, whatever you call it- FiberStone™ is the stuff.