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Three Pillars Of Effective Product Packaging

By Author: mary wilson
Total Articles: 17

The manufacturing world has never been as competitive as ever. Almost every day, new products and brands are released into the market, and survival is simply impossible when the wrong marketing techniques are used. When it comes to retail products, experts agree that packaging plays a critical part. Indeed, there’s no denying that an attractive-looking item at a grocery shelf is going to catch people’s eyes first. Getting the attention of consumers, after all, is always first thing any marketer must do, and the rest will simply follow.

Design and Functionality

In terms of attracting people’s attention, design must be at the forefront of every strategy. For example, colors must be attractive and logos must be catchy. The overall design must also be attuned with the target market. This is called demographic positioning. A candy wrapper, for example, must be designed with kids in mind, children being the main market of sweets. Of course, it won’t just be about how a product looks. The packaging must also be functional. Cheese spread in a tube, for instance, must be easy to squeeze out. In the process of creating blister pack packaging for drugs, the right vacuum molding techniques must be employed.

Truth and Honesty

Effective packaging will include only true information about the product. Making false promises will make customers feel cheated, and this can be very damaging to a brand. For example, if a can of corned beef says Australian beef was used, this better be true or the brand will probably not survive the competition it gets from more honest manufacturers. If a detergent’s packaging says it can remove old stains on fabrics, it better keep its promise or again, commercial disaster could be imminent. It’s important to choose words carefully. Needless to say, it’s crucial that consumers’ expectations based on manufacturer claims are met.

Physical Quality

The physical quality of packaging in materials is very important as well. Let’s go back to the drug example. As everyone knows, drugs are made of chemicals which can react with the air and other environmental elements when exposed. Therefore, blister pack packaging for medicines must be of high quality, in that it is able to serve its purpose of preserving the efficacy of the drugs for a sustained period. For deli products, another example, the right vacuum molding techniques must be used to prevent undue spoilage due to proliferation of bacteria inside the packaging. These are very simple examples that tell us why the physical quality of any type of packaging is critical.

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