Product packaging is a crucial element in branding and marketing, often serving as a determining factor in customers’ purchasing decisions. Packaging not only protects the product but also acts as a visual communication tool that can attract attention, convey information, and reflect brand identity. In this article, we will discuss the criteria for good product packaging and explore the steps necessary to create effective packaging.

Criteria for Good Product Packaging

Let’s discuss the criteria for product packaging, which is part of the 4P marketing strategy:

Protection Function

Product packaging should be designed to protect the product from damage during transportation, storage, and handling. Good packaging ensures the product reaches the customer in perfect condition, without any defects or damage. For example, a food box made of thick cardboard coated with moisture-resistant material to protect the food from spoilage.

Attractive Aesthetics

Visually appealing packaging can be a key factor in attracting customers’ attention on store shelves. Colors, graphics, and overall design should align with the brand identity and appeal to the target customers. For example, luxurious chocolate packaging in elegant gold and black gives the perception of high quality and exclusivity.

Ease of Use

Good packaging should be easy to open, use, and reseal if necessary. This includes aspects such as the design of the lid, the shape of the bottle or box, as well as the size and weight that are convenient for customers. For instance, a shampoo bottle with a cap that can be easily opened with one hand, or a snack package that can be resealed to maintain freshness.

Clear Messaging

Product packaging should be able to convey a clear message about the product, including the product name, brand, ingredients, expiration date, and usage instructions. A good example is beauty product packaging that emphasizes natural ingredients and is free from harmful chemicals.

Sustainability

In an era increasingly concerned with environmental issues, eco-friendly packaging is becoming a priority. This includes the use of recycled materials, designs that reduce waste, and packaging that can be reused. For example, water bottles made from biodegradable materials or wrapping paper that can be composted.

Consistent Brand Identity

Product packaging should be consistent with the brand identity. This means colors, logos, and other design elements should reflect the brand and help in immediate recognition among customers. For instance, the iconic Red Bull beverage packaging with its recognizable blue and silver colors.

Examples of Great Packaging

IKEA (Flat-Pack Packaging)

IKEA is famous for its flat-pack packaging concept, which simplifies transportation and storage. This design not only saves space but also costs, ultimately benefiting the customer. This packaging also reflects IKEA’s practical, minimalist, and efficient brand identity.

Lush (Plastic-Free Packaging)

Lush, a beauty brand known for natural products, uses plastic-free packaging for their products like soap and shampoo bars. Their packaging typically uses recyclable or compostable materials, in line with their commitment to environmental sustainability.

Tiffany & Co. (Tiffany Blue Box)

The iconic Tiffany & Co. blue box is a perfect example of how packaging can become a symbol of status and exclusivity. This packaging is highly recognizable and is often associated with luxury and quality, making buyers feel special just by owning the box.

Pringles (Cylinder Packaging)

Pringles uses unique cylinder packaging for their chips, ensuring they do not break and are easy to take out. This design also makes their product easily recognizable among the many other chip brands on the market.

Coca-Cola (Contour Glass Bottle)

The contoured Coca-Cola glass bottle is a classic example of how packaging can become iconic. This bottle design has become synonymous with the Coca-Cola brand and helps in the immediate recognition of this product worldwide.

What to Do for Effective Packaging?

Market and Customer Research

Before creating packaging, it is essential to understand who your customers are and what they seek in a product. Market research can help identify current trends, customer preferences, and visual elements that attract them.

Collaboration with Design Experts

Packaging design requires a professional touch. Collaborating with design experts who understand not only aesthetics but also the technical aspects of packaging, such as materials used and production methods, is a wise step.

Choose the Right Materials

Choosing the right materials is critical. Packaging materials must be durable, environmentally friendly, and suitable for the product. Using recycled or biodegradable materials can be a significant value addition in the eyes of modern customers.

Testing and Improvement

Before launching the packaging, conduct tests to ensure it functions well in all aspects—protection, ease of use, and visual appeal. These tests may include simulations of transportation, storage, and handling by the end user.

Continuous Updates and Adaptation

Product packaging needs to be constantly updated to adapt to changing trends and market needs. Don’t hesitate to make changes if necessary, whether to improve functionality, reduce costs, or increase sustainability.

Conclusion

Product packaging plays a crucial role in ensuring a product’s success in the market. Good packaging not only protects the product but also attracts attention, conveys the brand message, and offers a satisfying user experience. Examples such as IKEA, Lush, Tiffany & Co., Pringles, and Coca-Cola show how well-designed packaging can become a valuable asset in branding and marketing strategies.

For us, it is essential to invest in packaging that not only meets functional needs but also adds value to our brand. With careful research, creative design, and adaptation to current trends, we can create packaging that not only stands out on the shelf but is also remembered and appreciated by customers.

Credit: Image by bublikhaus on Freepik