Packaging has changed from being just a container for protecting the product to an essential part of attracting the attention of the buyer and giving them a reason to buy.
It is so important that it should be considered the fifth ‘P’ in marketing, along with product, price, place and promotion.
A useful way to evaluate whether your packaging current or new is effective is to ensure it passes the VIEW Test.
So, what is this VIEW Test?
V = Visibility: Retailers’ shelves are cluttered; consumers are busy and do not have time to peruse the shelves so any packaging must stand out and grab attention in a few seconds. Have you ever got home and found you bought the wrong product because the pack looked like all the others on the shelf? Colour, font, shape, type of material, and key messages can all be used creatively to make your pack stand out.
I = Information: Packaging is a key way that you can tell consumers about your brand, the product inside and why they should buy it. There are also lots of legal requirements- ingredients lists, nutritional information, and country of origin labelling that need to be included. It can be costly if you have to reprint packaging because you forgot important information.
E = Emotion: Consumers buy based on how well they think a product will meet their needs both physically and emotionally. So it essential that your packaging design and format conveys your brands personality and positioning to appeal to consumers emotional needs. If you are a premium brand you will need your packaging to evoke a sense of luxury. If your brand is all about natural health it will need to look fresh and natural.
W = Workability: Your packaging must work hard, it has to protect the product inside, be practical for use and increasingly environmentally friendly. If you have a fragile product it needs more protection as consumers will be disappointed if they find their favourite biscuits crushed. If your product is designed for older consumers it needs to be easy to open. If your brand is organic using lots of plastic packaging it might not appeal to those buyers. Finally packaging has to be cost effective in order to maximise profitability. Think carefully about the size, shape and material used to keep costs down. Ask yourself do I need a full-colour print on a sachet that is inside a box, or would a one-colour print be adequate? It would certainly save you money.
At InHouse Marketing we are experienced in developing packaging that works. Have a chat with us about how we can help your packaging pass the VIEW Test.
