What makes a product sell? It’s the million-dollar question for most companies; you can have the most incredible product but if it becomes a non-seller then the net result will be a loss in your bottom line and the truth of the matter is that the merchandiser will take it off the shelf. So, what makes a successful product? What makes one product fly off the shelf and the other collect dust? The answer: PACKAGING. Packaging can make or break your product. Of course, once it’s left the shelf and is used or consumed it needs to deliver the goods to ensure buyers return time and time again, but it starts with packaging. How often have you bought a product because the packaging was attractive or suggested it could be repurposed? Hand up* I’m one of them and research shows that most consumers fall into this category. Let’s look at the aspects of good packaging:
Uniquely shaped packaging makes a product distinctive and eye catching, making it stand out from the rest. The appeal not only being the shape of the product but the type of packaging material can make or break that sale to a consumer. With the increase in eco-conscious consumers, reusable or recyclable packaging is a big win. Consider making your packaging reusable or convenient, how will your product fit into the “rush” lifestyle we’re seeing on the increase in our society. Who are you targeting with the product, millennials, generation X or Y, or are you going with an all-round product. Once you’ve established that, find a way to increase your appeal to your consumers, giving them a hands-on experience with a user engagement like QR Codes, AR (Augmented Reality) or VR (Virtual Reality) designs and honing in on the personal, one to one communications that triggers the emotional sensors.
The use of colour is a super simple technique, while the simplistic clean look seems to work for some brands there are still the norm “breakers” that go with bold and bright. This again brings us back to the LSM or target market you are aiming for. With 67% of consumers unable to tell if a product meets their needs by reading the label, the consumer trend towards clean labels is no surprise. Consumers want labels with ingredients that they can understand, this means shorter ingredient statements with ingredients that consumers can pronounce instead of the scientific names, for example the ingredients for a sparkling flavoured water would read: carbonated water, natural flavour. This also means no artificial ingredients e.g. no preservatives, free-from claims e.g. gluten free and certifications e.g. organic. Six of out of ten consumers look for the words fresh, clean, real, pesticide-free and natural when buying food and beverage products. Consumers are looking for clarity and simplicity in a label.
In conclusion, if you want a product that sells, ensure it has that “look at me” shelf appeal. Does it speak to your target audience, is the label clear, is your product perceived as readable, and is it adding to our “busy lifestyles” shouting convenience? With this winning formula your products will be flying off the shelf. Packaging, we believe, adds to the awesome product you are providing, and it can hinder a great product from reaching our hungry consumers.
So will your product add value and fly or are you going to be at the bottom shelf collecting dust?