Secrets of the modern selling packaging
Among the fans of an alcoholic beverage conducted an experiment. They were given a sample of 10 types of this drink, and asked to identify the product of their favorite brand. 9 of them were wrong. Why, then, they have been choosing only one trademark for so many years? Exceptionally due to the correct selling packaging. Order selling packaging means to allocate your product to the consumer.
Basic principles of selling packaging
Packaging created for sales, meets these characteristics:
- highlights the product among similar, focuses attention;
- for 2-3 seconds gives a complete visual information about the product;
- meets the expectations of a specific target audience;
- its cost price is up to 10% of the price of the goods;
- emphasis on functionality, and on external qualities;
- all the most important - on the front, in the center of attention;
- secondary - on the back side.
- How to understand the client?
The first is competitor analysis. The second is a demonstration of options for selling packaging in front of the focus group and a further survey. Questions to be answered by respondents:
- Do you understand what product is in the package?
- Could you read the information?
- Did you feel any discomfort?
- What associations did she evoke?
- Does it not resemble the packaging of competitors?
- What do you remember about her?
- Are you ready to purchase it? How much?
- Will you be able to find out the packaging after 7 or more days?
- How to create selling packaging and change the market
The first - selling packaging should not leave unresolved issues. This is especially true for the new product.
The second principle is honesty. There are a lot of pictures on the web comparing the product on the package with what is inside (naturally, not in favor of the brand). Therefore, it is impossible to lie - especially if you plan to occupy a niche for a long time.
Third: specific data. The words "New" and "Guaranteed Quality" now attract no one. It is necessary to mention the really important benefits. For example, affordability.
Fourth - the minimum design. The insight, the designer who visited, the bold challenge, the non-standard - all this is good, until it comes to mass production. If the cost of packaging exceeds 10% of the price of the product - it will not pay off.
The fifth principle - all in moderation. The unspoken rule: a selling package must have up to 5 color combinations and up to 7 visual elements (these include images and inscriptions). The smaller, the better.
And the most important thing is convenience. The buyer will appreciate if the selling packaging is clear, beautiful, comfortable. Under the comfort they understand the convenience of storing the product, stability, security, reusable use.