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Importance of Great Product Packaging

Whether you’re getting ready to create packaging for a product you’re selling, or you’re considering changing the packaging of an existing product, great product packaging is vital.

Many product providers may think that the product and its performance is more important than what the packaging looks like, but the product packaging can play a role in the success or failure of the sales of the product.


The purpose is to protect the product from damage. This not only protects the product during transit from the manufacturer to the retailer, but it also prevents damage while the product sits on retail shelves. Most products have some form of packaging. For example, soups must have a container and package while apples may have packaging for transport but not to sell the product from the produce department of the local grocery store.


How a product is packaged may be what attracts the consumer to take a look at the product as is sits on store shelves. For this reason, many companies conduct extensive research on color schemes, designs, and types of product packaging that is the most appealing to its intended consumer.


The products method of delivery also plays a vital role in portraying information about the product. Outside labeling may contain directions on how to use the product or make the product.

Facilitates Purchase Decision

Product coverage may also contain ingredients and nutritional information about the product. This information can help to sell the product because it allows potential customers to obtain the necessary information they need to make a purchase decision. Information contained on a package may propel the reader to buy the product without ever having to speak to a store clerk.


Product artwork can also differentiate one brand of product from another brand. Because the product packaging can contain company names, logos, and the color scheme of the company, it helps consumers to identify the product as it sits among the competition’s products on store shelves. For example, as a shopper walks through the coffee aisle of the local grocery store, the bright orange, pink and white packaging of the Dunkin’ Donuts coffee brand may be easily recognizable for the consumer to grab on his way by the coffee shelf. The shopper may identify with the company brand, which propels them to buy the product. If the branding changes, it may alter the brand perception of the company, which doesn’t mean that the consumer would not still purchase the product, but it may delay the purchase until the person can identify the product according to its new packaging.