It’s common knowledge that the main role of packaging is to protect the product from outside forces and keep the product in good shape. Similarly, the main purpose of the label is to identify the product and make sure that everyone involved (manufacturers, handlers, shippers, and consumers) understand what they have in their hands and what the purpose of it is.
That is the traditional understanding – and whilst it certainly has a lot of merit, it’s a mistake to think of packaging and labeling as having only the above-described purposes. In modern times, packaging and labeling mean a lot more. Have you ever wondered what it’s really all about? Here’s how the right labeling and packaging can boost your product’s success.
Your packaging has, of course, the purpose of providing the utmost protection of the product. However, it should also be designed with some other issues in mind. Consider consumer satisfaction (the red sauce bottle that can be stored upside down, or the easy-plastic pack that is re-sealable), and consider storage (so products in transit can be stored one on top of the other, or won’t take too much shelf space). Think also about the see-through plastic container so the consumer can see exactly how wonderful the pasta sauce looks.
Next: the label
The label should give information, should give a warning (think about certain ingredients the consumer may be allergic to, or the calorie content per serving), and should attract the customer to your product, which competes with an ever-growing number of rivaling companies and products. The label does not just give information; the label should invite the consumer to try it out.
On being practical
Before getting too excited about all the roles packaging and labeling might play in the great scheme of things, it’s important to understand that, first and foremost, they should fulfill the most practical roles. Design, therefore, with practicality in mind first.
Sell, sell, sell!
Once the practical side of things is taken care of, however, it’s time to sell, sell, sell! Design your packaging and label so as to attract maximum attention and so as to put your product in the best light possible.
Promoting your brand
Consistency is key. If you have several products, they should be related and consistent. You should always keep your brand in mind, as a contract labelling specialist like www.labeller.co.uk recommends.
Designing the right packaging and labeling for your brand is not always an easy task – as a matter of fact, it should come as no surprise that the packaging and labeling often costs more than the manufacturing of the product itself (hence, why you see such discounts when you buy in volume). The right packaging and label design can either break or make a certain product’s success. Be wise, and design for success!
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