What Consumers Look For In Product Packaging

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One of the biggest mistakes a business can make is releasing a product without giving adequate time and effort to its packaging design. Businesses which showed strong attention to their product packaging reported increases in consumer interest up to 30%. This common mistake may be the result of a flawed outlook; businesses which view packaging merely as a delivery system for their product might be tempted to do whatever is easiest and cheapest. However, the most intelligent business leaders understand that product packaging is an opportunity to clarify and expand upon their company’s ideals and desired image.

Taking the time to create and evaluate a number of product mockups can provide valuable insights that will greatly improve sales down the line. While obviously, the optimal package design will vary from product to product, there are general qualities which consumers tend to value. Here are some elements of design and product mockup strategies which come up in literature on the matter as conducive to stronger sales. When creating a product packaging mockup, it may be advantageous to try to incorporate some of these elements and ideas. According to Inc., 95% of new products fail. To avoid joining this statistic, do not skip product packaging mockups, and bear these ideas in mind:

  • Interactive/engaging packaging: Packaging which actively serves a purpose such as resealing or storing its product for the duration of its life, can entice consumers who value this foresight.

  • Tap into nostalgia/throwbacks: Designs which allude to times past can induce positive feelings and an immediate sense of familiarity. This is a strategy which Miller Lite took advantage of to great effect—when they introduced their retro can design, they reported a 5% increase in sales.

  • Strategic simplicity: KLBD Kosher notes in an article the dearth of simple, elegant package designs on the market. Testing a product mockup with a monochromatic design and understated descriptions can be useful to see if this strategy is a good fit.

  • Environmentally friendly packaging: Most consumers today are aware of the urgency of sustainability measures. Creating a package with minimal waste and energy usage will attract these eco-conscious customers—not to mention the fact that it is simply a good thing to do!

  • Proper showcasing to interested parties: Services such as Virtual Packaging can create mock prototypes with extremely high visual quality to show to supervisors and potential buyers.