Product packaging is an initial touchpoint for consumers and can impact brand perception and decision-making. With understandably heightened expectations and squeezing profit margins, packaging has become an important marketing tool for businesses.

Often, packaging carries government-regulated information like nutritional facts or allergy warnings. It also communicates key values like transparency and authenticity to customers.

Promote

The promotion element covers all the communication strategies that you use to raise awareness of your product and convince customers to buy it. This includes everything from social media campaigns to celebrity endorsements. But it also includes your packaging – after all, it’s the first thing that potential customers will see when they pick up a package.

Product packaging can communicate your unique selling points to consumers through design elements and enticing copy. It can also help them understand how your product will benefit their lives, whether that’s by highlighting nutritional information or allergy warnings, for example.

It’s important that your product packaging is in line with the message you’re trying to convey to consumers, and it’s especially vital for online-only companies where the packaging is often the only physical touchpoint for the brand. This could be something as simple as using an attractive color scheme that reflects the tone of the brand and its products, for instance, bright colors to sell fun products or more muted hues to suggest reliability and durability for tools.

Position

Product packaging is a brand’s last chance to communicate with customers before they reach for the “Buy” button. From the box that a toy comes in to the label on a bottle or the tag on a garment, it can communicate lifestyle values, establish brand credibility or inspire an emotional connection.

Positioning product packaging is also an increasingly important element of marketing as consumers turn away from traditional media promotions to engage directly with brands. Using product giveaways, conferences and social media to promote your products is one way that companies are positioning their packaging.

An attractive package design will resonate with customers and increase sales. It should be both pleasing and informational, explaining what the product is and how it is used. This will help customers make an informed decision and build brand loyalty. Packaging also protects the product during transit and storage. For example, if you have a delicate item, it may require an outer layer of packaging that keeps the product secure. Egg crate foam is a great choice for this type of protection, as its continuous peaks and troughs keep the item stable and secure.

Present

The information on a package conveys much more than just the name of the product. It’s also where government regulated information, like nutritional facts and allergy warnings are located.

Effective packaging communicates all of this through design: the color, shape and imagery – it’s the face of your product. It’s what draws customers to your brand and helps build loyalty.

While traditional marketing tools are still a crucial part of any strategy, many brands are finding that their best bet for getting in front of shoppers is right where they live: on the shelf.

The goal is to create a compelling story that is both evocative and informative. It’s what will ultimately drive sales conversions. In order to achieve this, your product must stand out among competitors while delivering all the key messages and attributes that your consumers are looking for. This requires a holistic approach to packaging sustainability that focuses on both design and engineering. This is where Berlin Packaging can help. We’re uniquely qualified to provide a combination of subject matter expertise and a material and process agnostic approach to packaging sustainability.

Provide

Product packaging is a key element of the marketing mix, which includes price, promotion, place and product. Creating a robust packaging strategy can help you achieve your marketing goals and build loyalty with consumers.

Effective CPG packaging must call attention to itself and communicate the product’s essence in a unique way that reflects the brand. It must also provide an easy-to-read point of orientation that catches the eye of shoppers and guides them to a specific location on the shelf.

It must also be durable enough to protect the product throughout the retail supply chain, from production and transportation through to delivery to shops and customers. Proper protection also increases the lifespan of products and decreases waste due to damage or spoilage.

Packaging can also be the place where government regulated information, like allergy warnings or nutritional facts, is clearly displayed. This helps to maintain the quality of your product while also illustrating that you care about your audience. Lastly, it can be used to print instructions for use and other information that will help consumers get the most out of your product.

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Protect

When it comes to the protection element of packaging, there are many different elements that play a role. These can include a combination of both physical and functional factors that help to protect products during transit. For example, if your business produces highly calibrated or specialist items that cost hundreds or even thousands of pounds, any damage to them during transit can be catastrophic for your reputation and bottom line.

In addition to this, packaging should also provide protection during storage. This could be in the form of stackable or compact packaging that takes up less space and can reduce potential product damage due to excessive handling or exposure to heat and light. It can also mean the use of specialised foam padding to minimise movement of fragile or awkwardly shaped goods, such as egg crate foams which are lightweight and available in a range of shapes, sizes and grades.

While it’s true that product packaging has a temporary purpose, most consumers view it as an extension of the brand and their experience with it. For this reason, the best brands take a long-term approach to their packaging and invest in creating a positive experience for customers, providing them with reasons to return and build loyalty over time.