We don’t care how great your product is! If your packaging turns off consumers, or doesn’t break through the clutter and lure them, you’ve got no sale. Here’s 5 ways to make your brand jump from the shelf:
Reinvent the Category:
We can all learn from the success of Method’s packaging. In a category that screams loud colors, aggressive disinfectants, and toxic chemicals, Method broke through with a stylish and minimalist design, elevating the task of domestic chores to a pleasant experience. If you can’t compete on price alone, think about a whole new angle to differentiate your product within the category and use packaging to communicate that distinction.
Think Functional:
In order to add value for consumers, design your packaging in a manner that highlights more than one benefit. For example, Dawn Simple Pleasures with Air Freshener is a liquid soap with an air freshener at the bottom of the bottle. The consumer can benefit from its smart packaging. Another interesting idea is Evian Les Petits water bottles, targeting parents who want their children to drink more water. The bottles feature sea creatures on the labels and are small enough for children’s little hands.
Balance Line Extensions:
We walk a tight rope with line extensions of our products. How much should we rely on the equity of the established brand and the need to differentiate from the “base” product? On one hand, it’s important to retain a certain amount of visual continuity, but on the other hand, the new product should shine in its own limelight. If it deviates too much from the “base” product, consumers will be confused and not relate one product with the other. The line extension Tide Coldwater has juggled this balancing act well by maintaining the familiar Tide logo and differentiating with a new blue color.
Go Green:
Green-conscious consumers sweep the nation. This new breed of consumer feels good about brands that commit to the environment. Make a statement, show you care, and stick a well-placed ‘green’ logo somewhere on your packaging. Galvanize your community and gain some good will in the process by starting a recycling program. Be proactive, and you’ll find these consumers reward brands with heart.
|
