Shelf Space: Can You Tweak a Package?
Recent research by MeadWestVaco indicates that packaging can matter almost as much to consumers as the brand itself. A package is a representation of the product it contains. It is what people see in print and broadcast advertising, in friends' homes, and it's what they look for when shopping in stores, at the mall and online. The package is the embodiment of a brand's image and even its promise, which is a key reason why package printing is so much more demanding than most types of commercial printing: the brand police are in action and it has to be as close to perfect as possible.
The MeadWestVaco study highlights the importance of packaging to consumers, retailers and brand owners. The package can influence satisfaction throughout a product's lifecycle and that innovation in package design and construction—features that enhance usability—can delight customers and strengthen preferences for a brand. For example, a package containing a fluid might look fantastic on the shelf, but if it leaks or doesn't dispense the product easily, you might be reluctant to buy that brand again.
Of course that level of detail is not always the purview of package printers and converters. The thinking, creativity and planning behind a given package usually occurs long before print files arrive in the inboxes of package printers' production managers. Yet because printers and converters usually have a better handle on the nuances of package construction and production, it can be worthwhile to look for ways where your company can be involved further back in the process. This could be simplifying access to a product in a folding carton, like the way boxes of Tazo Tea allow one packet to be dispensed at a time. Or maybe you just have a great way to print metallic or fluorescent colors on a semi-rigid container. Whatever it may be, look for ways to suggest improvements to packages. Many customers won't listen. But some will and those are the ones who will appreciate the value of your expertise.
Until next month,
Noel Ward
Editor-in-Chief
nward@napco.com
603-672-3635
