The Power of Packaging

Packaging is not only con­tain­ment for a product, it can help make or break a brand. Every­thing from the package’s design, ease of use, and condition upon arrival com­mu­ni­cates and rein­forces a brand’s value, and poor packaging can create a negative consumer expe­ri­ence. Aspects such as packaging color, typog­ra­phy, illus­tra­tions, and graphics can influence how a product is perceived. How usable the packaging is affects repeat business, and damaged packaging can tarnish a brand’s image. Packaging is often an organization’s first impres­sion. Is your package dressed for success?

What’s the Cost of Disappointment?

You know how it feels… last minute pur­chas­ing, ordering the product too late, rushed delivery — all to receive a less than attrac­tive product package. Maybe the package is dented, torn, or crushed. It could have been pre­vi­ously opened, or it’s missing critical com­po­nents. Maybe you’re a man­u­fac­turer waiting for inputs to your process and half the product is lying on the floor of the truck due to poor packaging. This is a dis­ap­point­ment. Dis­ap­point­ing expe­ri­ences are remem­bered, shared, and attached to our brands.

When products are packaged poorly — brand loyalty is damaged, and there are con­se­quences. Yet, the concept and its ram­i­fi­ca­tions seem to be intan­gi­ble, emotional, and difficult to express in objective terms. This makes it chal­leng­ing to justify investing in processes that directly influence brand loyalty. However, many major brands and retailers have rec­og­nized the con­se­quences of “wrap rage” and DIT (damaged in transit); they under­stand how it affects their brand, and are doing something about it.

What is the Cost of Poor Packaging?

The cost of returns and reship­ping in materials, product, and man hours is obvious, but it also adversely affects inventory. Poor packaging cost sales. Consumers may never have the oppor­tu­nity to expe­ri­ence how great a product is when it’s poorly packaged. Unfor­tu­nately, it only takes one bad expe­ri­ence for a customer to become an unhappy former customer.

Reviewing your product’s packaging from the customer’s per­spec­tive — from planning and design, to the delivery into your customer’s hands — may save customers from leaving your brand.