Differentiation and retail consumer packaged goods design
With great packaging, comes great power.
We may have butchered the Spiderman quote just a bit, however when referring to retail consumer packaged goods design, these truly are wise words for a brand to live by.
When analyzing consumer behavior, and contemplating the all-important psychology behind a buying decision, it might seem relatively obvious, but prospective consumers will tend to notice a product’s packaging first; and arguably, a product’s packaging is just as important as the product itself. I can’t tell you the number of times that I’ve willingly skipped over, or perhaps even overlooked, a potentially great product, simply because the packaging seemed inefficient, cluttered, or just didn’t catch my eye. As the old adage goes, we shouldn’t judge a book by its cover – but if it saves me money, and prevents the opportunity for me to unknowingly taking home an inferior product, I’ll likely stick to my gut, and the lasting first impression of a brand as it’s been initially instilled in my brain. And did I mention that if delivered in a manner that is enticing enough to match-up with a product’s perceived value, it’s hard to resist temptation? Many retailers are well aware of this game – and have it completed mastered – although some have taken heed of how to maximize the effectiveness of retail consumer packaged goods design concepts and strategies.
Keeping this type of compelling design in mind, nearly every aspect of a brand’s packaging must be determined by the brand’s overall identity. The game-changers in the field of retail consumer packaged goods design are those who know how to sufficiently intertwine the presentation of how the package and product should appear to the eligible consumer. Think about this example from Silicon Valley: Apple has practically made unboxing a new iPhone an art form, likely because of the sleek, minimalistic packaging – no pesky plastic to break apart or cardboard to cut – and this is reflective of the iPhone’s sleek design and uncomplicated interface. It’s just so much fun opening that clean, white box with the expectation of what awaits. While it may not be your first iPhone, the attention to detail and extent to which the package becomes a part of the buyer’s brand experience is undeniable. And while enjoying the sheer bliss of unwrapping my iPhone 6 Plus earlier this year, I couldn’t help but ponder the fact that I’ve been a long-time customer of the Apple brand, and the experience – as matched appropriately with the functionality and capabilities of the mobile device – keep me coming back for a newer model year-over-year.
While possessing some degree of retail consumer packaged goods design differentiation undoubtedly has its benefits, attaining the iconic status in packaging that retailers Apple and Tiffany & Co. have mastered, and as mentioned in our previous blog, doesn’t happen simply by chance. [quote]Achieving such branding perfection begins in large part with the presence of strong brand identity, a dose or two of creativity – and immense knowledge of your ideal consumers’ expectations. (And capitalizing on those expectations.) [/quote] At BIGEYE, we’ve compiled three key tips to consider when developing your own captivating retail consumer packaged goods design concepts, in an effort to ensure that each has the potential to resonate with your target audience on an iconic level:
1. Know your audience. What issues does your ideal client complain about most when it comes your product type? What aspects do they praise? When seeking to create sleek, beautiful, or practical packaging, the responses to these simple questions are a thought-provoking launching point. For example, it’s absolutely crucial for make-up companies, to listen to women’s reviews on products – especially on packaging. Studies prove that women are almost overwhelmingly turned off by the lack of a pump on a foundation bottle, regardless of the product’s quality; while in other instances, women have reportedly – and more often than not – impulsively purchased expensive lipstick simply because the tube was gilded and gorgeous – with an often prominent logo. Listening to what your consumers both need and want from retail consumer packaged goods packaging design can honestly make or break a perfectly great product – even if the vibrant shade of said lipstick is undeniably perfect for the season. Madame Coco Chanel, I’m talkin’ to you.
2. Give experiential packaging a try. While not conceivable for all products, the consumer’s experience with a product’s packaging doesn’t have to come to an abrupt end when the item has been successfully taken out of the box. HBO’s dark-humored drama, Six Feet Under, released a beautifully designed “complete series” box set a few years back that corresponds with the show’s somewhat grim subject. A tad tongue-in-cheek, the top of the boxed set features fake grass and a grave marker, displaying the name of the series and the date it began and ended, while the sides of the box resemble dirt. Taking it one step further, the box containing the series’ DVDs stands at 6 inches tall. Equally creepy and stunning, the smart design correlates with the show itself (and doubles as outstanding Halloween decor).
3. Explore the benefits of going green. Research proves that it’s often worth it to ensure that your brand is perceived as “earth-friendly.” Nielsen’s 2015 Global Survey on Corporate Social Responsibility shows that 66% of global online consumers across 60 countries are willing to pay more for products and services from companies that are committed to positive social and environmental impact. What does this mean for your brand? It’s simple: packaging a product in recyclable, reusable, or sustainable container is a consistent reason for consumers to choose your product over a competitor’s. For this reason alone, socially conscious initiatives are not only beneficial to Mother Nature, but might also prove lucrative to your bottom line. And admit it, that’s a real win-win.
Truth be told, whether a brand’s retail consumer packaged goods design lends itself more on the side of quirky over stunning, or simplistic over creative, its popularity in a competitive buyer’s market truly boils down to a unique selling proposition. Your brand must communicate its product and benefits in a manner that is equal parts functional, entertaining, and enthralling. Apple watch, I can’t wait to see what your packaging holds in store.
If you’re looking for ways to unleash the power of your brand’s identity though innovative retail consumer packaged goods design, contact us today! We’re poised to provide the necessary expertise to conceptualize a myriad of new and innovative solutions to ensure that your product is this season’s (and all of those that follow’s) must-have.