Packaging That’s Worth Every Penny
In the current economic climate, every aspect of your brand must clearly
communicate value to consumers, including your product packaging. It’s not an
impossible task, but it’s certainly one that demands creativity and innovation.
Some solutions are literal, such as a label that doubles as a coupon for
another product. Other solutions are more imaginative, like making the
packaging reusable. The point is to let customers know, without a doubt, that
they are getting the most bang for their ever-shrinking buck.
A Design-Centric Approach
Often the customer’s first up-close impression of your product, the packaging
design must exude both value and quality. Intricate graphics and highly
stylized packaging is usually tagged with a higher price, and the
value-conscious consumer may not be willing to splurge for aesthetics. On the
other hand, packaging that is poorly designed or under-designed can look cheap
and lackluster, giving the impression of a low-quality product. The key is
finding a balance between an aesthetically pleasing, innovative design and a
look and feel that translates into value for consumers.
Japanese packaging design provides some great examples of this harmony. The
Japanese design aesthetic showcases a less-is-more approach; the emphasis is on
practicality but infused with charm and whimsy. This type of innovation taps
into the consumer sensibility that gives priority to simple, practical and
everyday solutions over ornate packaging that provides essentially the same
product. These pieces are proof that simple design does not have to be boring.
In fact, a bold and simplistic style will stand out in a sea of elaborately
designed packages and overused trends.
Brady Communications used another design approach to illustrate value. Brady
teamed up with Del Monte and Disney/Pixar to create packaging violators
(brightly colored flags or bursts that interrupt the packaging design) for
Del Monte Vegetables. Violators are a great way to highlight extra
value or promotions for a product. For Del Monte, the Brady design team
integrated lively character images from the Disney/Pixar movie Ratatouille to
promote an exclusive rebate offer. Creating an eye-catching violator focused on
one of the product’s most unique and valuable qualities, differentiating it
from other products and immediately appealing to the customer.
Go Green to Save Green
Most consumers understand the value of environmentally friendly products. Not
only do they help ensure a cleaner, healthier and more sustainable future, but
green packaging can also translate into instant savings for the customer. Many
brands have begun packaging their products in reusable containers that
consumers use beyond the life of the product. A popular trend in the grocery
store, several major deli brands package their product in reusable storage
containers that are washable and microwavable. Another example is Ecolab’s
all-in-one container for an all-purpose cleaner – the extra-large
bottle comes with a convenient, refillable spray bottle – that enables the user
to avoid a lot of wasted materials. With packaging that serves a more permanent
purpose, your buyers will not feel like they are paying extra for something
that will simply be tossed in the trash.
Another way packaging is going green is by reducing packaging altogether.
Products that once were in bulky boxes are now being sold with a simple belly
band wrapped around them. And because companies save on packaging costs, the
savings translates to consumers. In fact, Hewlett Packard is selling a PC
notebook with
no packaging at all. The laptop instead comes in a stylish messenger
bag, reducing consumer packaging by 97%.
Give a Little, Get a Lot
Trial-size packages provide value by letting consumers try a product without
making a big investment. This tactic works well for everything from pet food to
paint. Recently, Brady Communications designed trial-size cans of
Olympic Stains for Lowe’s. These handy samples allowed customers to
experiment with color and ensure that they would be fully satisfied with their
final decision.
Mix’n’Match
Variety packs are another way to instantaneously communicate value to
customers. When Del Monte wanted to give their pet food customers more options,
they commissioned Brady Communications to design a
variety pack containing three different types of pet snacks. The
packaging grabbed consumers’ attention with hero shots for all three snacks and
also highlighted a free toy inside the box. The variety pack provided the pet
owner with three different snacking options and a toy for their pets, all at a
price comparable to the average box of pet treats. Because consumers’ (and
their pets’) tastes are constantly evolving, the choice between a few different
products in one package constitutes a great amount of value.
A Total Customer Experience
Naturally, expressing value to the consumer is best achieved by actually
providing a valuable product. Convincing them that your product is of good
quality and value, however, is becoming more difficult as consumers become more
bargain savvy. Through every step of the packaging process, keep in mind what
drives your customers to make purchases and what just drives them away.
Be forthcoming with details about the product found inside, and clearly print
its advantages on the package. Providing photos of the product or minimizing
packaging so that it can actually be seen and felt by the customer will help
them make an informed decision. Consumers will be more confident if they know
what they’re getting before they buy it, making them more likely to choose your
brand over a competitor that may be less conspicuous.
At the end of the day, your packaging needs to let consumers know that they’re
doing more than just buying a product; they’re building a relationship with a
reliable partner.