Packaging: The 5th “P” in Marketing

“Never judge a book by its cover…but maybe the box in came in.”

This time-honored statement rings true when talking about getting to know people, but it’s pretty different regarding product design. We as humans use our five senses to perceive the world and decide to choose one thing from the others. So, while your product must be as good as you say it is, how you package it is equally important, if not more so, because the packaging is your first impression. That’s why it is the hidden 5th “P” of marketing! 

What are the 4 “P’s?

In the marketing world, the 4 “P’s” are the foundation for every successful marketing campaign. In order, they are:

• Product: What are you selling?

• Price: How much are you selling the product for?

• Place: Where are you selling and promoting the product?

• Promotion: Why should people buy your product?

These are the critical factors in building a strategy that will lead to a successful business!

Neil Borden, an advertising professor at Harvard, popularized the idea of the marketing mix—and the concepts that would later be known primarily as the four Ps—in the 1950s. His 1964 article "The Concept of the Marketing Mix" demonstrated how companies could use advertising tactics to engage consumers.

Why is Packaging the 5th “P”?

While you may have all 4 P’s down, you will lose out on potential sales if your packaging looks plain and unappealing to your target audience; you also risk losing out to your competitors with better packaging. Regardless of whether you believe you have a better product than them, customers will pick your competitors if their packing gets their message across better than you. Their reason expands more than just, “ it just looks prettier.” Packaging is the first impression between a business and a customer. High-quality packaging communicates professionalism and increases trust in both your product and your brand as a whole. It also relays your brand's story and allows you to share your values and impact on the world. In a practical sense, solid packaging design can significantly reduce the returns you must process from unsold products. 

Image courtesy of Tarah Dane from Unsplash

“What goes into Good packaging?”

The appearance of packaging is a crucial factor in attracting customers. Since people tend to buy things based on visual appeal, making your packaging appealing is essential. However, what is visually appealing can be subjective since different people have different tastes. It's important to remember that only certain people are your target audience, so it's crucial to have a solid understanding of who you're targeting before creating any packaging. For instance, if you were making a cereal brand that appeals to children, you would want the box to look bright, colorful, and fun to grab their attention. Apart from the appearance, several other factors go into creating great packaging, such as:

Material

Quality materials keep your product intact despite the elements and travel turmoil. The product type and price determine the appropriate materials for packaging your product. While plastic is a common and cheap packaging material, there may be better ones to use if your product is in the luxury category, like perfume. Much like sight, touch is another sense that comes into play when purchasing something. For the perfume, buyers expect the packing to feel textured and sturdy like cardboard, and for even more luxurious perfumes, something like wood with fabric. Another example could be if your brand is about eco-friendliness, your packaging would most likely be made of recyclable material to get your value across to your audience.

User Experience

The user experience (UX) approach considers the customer as a user, not just a consumer. Packaging is a way to deliver the product and a part of the product experience. When designing packaging for your products, it is essential to consider how your users will feel when they open or close the package. UX may seem small, but it impacts how customers remember your product.

For a long time, canned food required a separate tool to open the can until Ermal Fraze invented a metal tab that eliminated the need for a can opener. The pop-top revolutionized the user experience of canned food, resulting in quicker and safer ways to open cans. This innovation led to a significant increase in the purchase of canned food, as anyone could access the food regardless of whether they had a can opener.

However, function is one of many ways to create a memorable user experience. Advent calendars, for example, are popular during the holidays because they provide a daily surprise for the user. Creating an unforgettable experience in your packaging leaves a lasting impression on your audience, influencing their decision to purchase your product.

Messaging

As previously mentioned, your packaging is a form of communication to prospective buyers about why they should choose your product over your competitors. If your packaging is just the logo and the legal essentials on the box or container, it makes for a dull appearance, and customers will move on from your product. Including statements like your business’s story and values creates a personal connection between your brand and your audience

Efficiency/Sustainability

In short, the goal is to reduce waste packaging. It ensures that only necessary components are needed to deliver the package to consumers safely. Additionally, any disposed materials should be recyclable to create new packaging, making the process more efficient. You don't have to be an overtly eco-friendly brand to invest in sustainable packaging. It's good business sense to consider using materials made from recycled parts, as it can help you save money and positively impact your community.

If you can’t…Hire those who can!

As a business owner, you understand the importance of having packaging that looks great and creates a positive impression on your customers. However, designing packaging that is both attractive and practical can be a challenge. Investing in a designer can be incredibly helpful. A professional designer can create packaging designs that are both beautiful and functional, helping you to attract your target audience, increase sales, and build brand recognition. By taking care of the colors, fonts, styles, and layout, a packaging designer allows you to focus on what you do best: running your business. 

Additionally, a skilled brand designer can help you with other elements, such as cover packaging, logo design, brand strategy, and more, creating a unique and memorable identity for your business.

“Ok, so I have the design…Where can I get my packaging printed?”

Your business type determines the best print shop for your packaging needs. Working with a local print shop is wise to create the necessary packaging if you have a smaller business with a local customer base. This option is cost-effective and supports a small business that can provide personalized solutions for your business. You can sit with the print shop team and discuss your requirements. They can give you their input and suggest the best materials, designs, and printing techniques that fit your needs. This way, you can get high-quality packaging at a reasonable price.

On the other hand, investing in a professional packing service is the way to go if you run an e-commerce business with a national or international customer base. Two top choices in this regard are PackM and Pacdora. These services offer a unique feature of 3D mockups that you can manipulate in real-time to ensure perfect packaging. You can customize your packaging using different colors, materials, logos, and designs to ensure it aligns with your brand identity. Another advantage of these services is that they offer various packaging options, including boxes, bags, and envelopes, to fit your product size and shape. A professional packing service ensures that your products are delivered safely to your customers, creating a positive impression of your brand.

In conclusion, packaging is not just about the physical appearance of a product but also about the emotions it evokes in people. Well-designed packaging can trigger a positive emotional response in consumers, leading to better sales and customer loyalty. Therefore, businesses must invest in package design that reflects their brand and appeals to their target audience. By doing so, they can create a lasting impression on their customers and stand out in a crowded market. Remember, the packaging is the first impression and can make or break a product's success!