| Packaging is the third largest industry in America | | | | - It should protect your product against any kind |
| valued at $110 billion per annum. It is estimated | | | | of damage or deterioration. |
| that there are 350 billion packages which comprise | | | | - It should also be able to withstand transport and |
| of the tiniest item in pharmaceuticals to | | | | shipping. |
| supersacks used that are used to carry | | | | - It should be environmentally friendly |
| thousands of pounds of content and which can | | | | - It should be easy to open and the product easy |
| withstand rigorous transport. | | | | to use. |
| Product Packaging Design | | | | - It should be tamper proof. |
| Consider what product packaging design does to | | | | Packaging should have consumer appeal, a |
| your product: | | | | distinctiveness that makes your product stand out |
| - Most importantly, packaging identifies your brand. | | | | against a hundred other products on the shelf. |
| - Packaging communicates with the consumer and | | | | Packaging, labeling and any additional information |
| presents an image, displays the product and also | | | | should be designed keeping in mind the profile of |
| provides instructions for its use. | | | | your target consumer. Understand your market |
| - Packaging distinguishes your product from your | | | | and target them specifically. Packaging for a |
| competitor’s in its design, color, and shape. | | | | generic audience can confuse the consumer. |
| - Packaging is your product’s promotional | | | | Packaging should help build your brand image. |
| advertisement. It is the last thing the consumer | | | | It’s about communicating your product and |
| sees about your product before making a decision | | | | building a relationship with your consumers through |
| to purchase it. | | | | your brand image. |
| To see how important product label design is, | | | | Packaging should stand out against your |
| take the case of DermaQuest which produces a | | | | competitor’s products. |
| line of skincare products. Although their products | | | | Product Label Design: Health Supplements |
| are of high quality, their initial packaging was not | | | | - Labeling on health supplements is important. |
| impressive and did not say much about their | | | | Labels on the package should contain Supplement |
| product. After working with a team of | | | | Facts about the ingredients and their nutritive |
| professional designers and branding houses their | | | | value and comply with other FDA guidelines |
| skincare products were given a totally new | | | | regarding dietary supplements. |
| makeover. Allyson Rogers, director of education | | | | - Additional information on the package on how |
| at DermaQuest said, "It's made a huge difference. | | | | the product works could provide the consumer |
| It's helped us get into new doors that we weren't | | | | incentive information that will help the consumer |
| in before. This is something that appeals to | | | | to make an educated decision over your |
| doctors. It's clean, scientific and elegant-looking." | | | | competitor’s products. |
| The new look resulted in doubling their sales. | | | | - Promotional leaflets inside the packaging can help |
| Generally packaging works out to 10% of the | | | | consumers to be more aware of the product and |
| retail cost of a product. However this margin | | | | how it beneficially impacts the consumer’s |
| would go up or down considering the product you | | | | health. This can build credibility and trust. These |
| are selling. Cosmetic and electronic manufacturers | | | | leaflets can also be used to introduce other |
| may spend up to 40% or more of the product | | | | products in your line of production. |
| cost on packaging, as would gift items. An | | | | - Adding one or more health claims on health |
| attractively packaged product makes all the | | | | products could boost your sales by 20% . This |
| difference at the point of sale. The extra care | | | | was the conclusion of an online study conducted |
| and cost required to produce an attractive | | | | by National Starch. Consumer perception was |
| package are more than covered through increase | | | | tested for leading brands of bread, nutrition bars |
| in sales. | | | | and cereals. It was found that consumers began |
| Sanjay Sood, associate professor of marketing at | | | | placing a higher value on these products when the |
| UCLA's Anderson School of Management said, | | | | packaging was altered to include additional health |
| "Packaging may provide consumers with some | | | | claims such as: “increases dietary fiber |
| sort of interest or incentive that can help get | | | | inake”, "promotes a healthy digestive |
| customers to try it, but for repeat buys, that's | | | | system", "helps to control blood sugar highs," |
| where the product will live or die on its own." | | | | "provides a balance of energy" and "delivers |
| There is a psychology to a consumer’s | | | | prebiotic properties."ackaging trends are changing |
| selection of a product and it depends on product | | | | constantly. There are new innovations all the time. |
| design and packaging. | | | | Keeping abreast of packaging and label trends will |
| Points to Consider in Product Label Design: | | | | give your products a competitive edge. |
| - Packaging should be functional. | | | | |