7 Key Reasons Why Product Packaging Matters

Products come in all shapes and sizes. Some are consumed on a weekly basis while others sit in medicine cabinets or on basement shelves for months on end. But one thing most products, especially consumer products, have in common is that their contents are or were once stored in some sort of package. That being said, here are some reasons the packaging of products is important.

Attracts Attention
Consumer products companies use many bright colors and designs on their products to attract consumers’ attention. Some even arrange their products on shelves so the color schemes run horizontally or vertically to attract buyers. In fact, a survey from 2012 revealed that 64 percent of consumers purchased a product because of its packaging, according to Ad Age — some even without prior knowledge of it.

Must Fit On Shelf
Competition for retail space is highly competitive. Packaging for products must meet certain dimensions to fit on store shelves. That’s why most products in specific categories like soups, for example, are uniform in height and weight. The size of the product also enables companies to get more facings of their products on shelves to increase revenue.

Useable & Transportablility Issues
Some products, such as liquid detergents, have handles so they can easily be used by consumers when they do their laundry. Others must be flimsy enough from which to squeeze contents. And with few exceptions, packages must be light enough for customers to lift and carry into their houses.

Contains Vital Information
Most companies include some type of information on their products to apprise customers how to use them. More hazardous products like insecticides, for example, warn consumers about their toxicity or what to do in case fluid is ingested. And because of the U.S. Food and Drug Administration’s Nutrition Labeling and Education Act (NLEA), food companies must include nutrition information on their packaging.

Builds Brand Awareness
Companies often highlight the names, benefits and even slogans on their product packaging to increase consumers’ awareness of them. The more customers see the color and designs of these products, the more they’re likely to recognize and buy them.

Differentiates Products From Others
Packaging informs consumers how a specific company’s product is different from those of its competitors, according to Inc. A manufacturer of wines, for example, may use gold foil labels to enhance its premium image.

Prevents Spoilage and Damage
The functionality of packaging is paramount with more perishable products. Milk companies that don’t pasteurize their products must use special packaging to keep microorganisms out. Similarly, egg cartons are designed to prevent breakage.

Corporations put a lot of thought and research into the types of packaging they use. Some even create packages in new sizes or containers to reach different target groups. But whether companies are trying to reduce costs or spoilage or attract the attention of shoppers, the primary goal of good packaging is to increase sales and profits.