Here are 4 strategies to consider for your next packaging update that clearly and effectively articulates what your product is and why your customers should buy it.
Your packaging’s job (besides holding your product inside) is to help your customer find your product - this is especially important when your product and brand needs to communicate a clear point of difference in a saturated industry.
Your customer needs strong visual cues as well as the right copy to show them that your product is the one and only choice for them.
Choosing and applying ONE of these strategies will help your customer navigate to find your product range amongst other competitors in a store or on the self.
The right strategy will create the right context for your product and draws out the most important factor(s) that your customer will need to make a decision in order to make their purchase.
Here are four strategies (of many) that we use to help you communicate your product more clearly.
➊ Flavour or Scent
Best used for:
- Food and beverage brands where the key selling point is taste.
- Product ranges that are shopped by flavour or aroma.
- Products such as the perfume or candles.
eg. "Butterscotch & Gingerbread" ice cream
eg. "Rum & Raisin" chocolate
eg. "Vanilla chai" candle
➋ Material or Ingredient
Best used for:
- Brands if the value is all about the ingredient.
- Health foods where the ingredients are featured benefits.
- Products that emphasise quality.
eg. "Tomato" sauce
eg. "Organic Chia Seeds"
eg. "Flax linen sheets"
➌ Origin or Location
Best used for:
- Products that inspire a location-based experience.
- Food and beverage brands such as coffee or tea.
eg. "Guatemala" espresso blend
eg. "Bondi" herbal shampoo
eg. "Tuscan" rustic pasta sauce
➍ Form or Shape
Best used for:
- Products where the form determines how it is used, like pasta.
- Products where size or dimensions are important such as storage jars.
eg. "Fettuccine" semolina pasta
eg. "Circular" conatiner Tupperware
A few helpful tips:
- There are so many more strategies than just these 4 strategies above, that will help your customer find your product. It depends on your product and HOW your customer prefers to shop your niche.
- You may find that your product needs to use a blend of these strategies (at least 1) to convey your product messaging clearly.
- Common strategy blends are "flavour x ingredient" and "ingredient x origin".
- If you understand how your customer shops, it will help you determine what they really value from your product and what elements are the most important to communicate on your packaging.
