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The Importance of Product Packaging

You may not have thought much about it, but a product’s packaging has a direct effect on the likeliness of you purchasing it. There are times you may have been tempted to buy a product based on its attractive packaging alone. Some companies might be under the assumption that their 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. Read on to learn more about what packaging does for the products they contain, according to The Houston Chronicle:

Function

The primary purpose of product packaging is to protect the product from damage. Product packaging 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.

Attraction

How a product is packaged may be what attracts the consumer to take a look on 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.

Promotion

Packaging also plays an important role for portraying information about the product. Outside packaging may contain directions on how to use the product or make the product.

Facilitates Purchase Decision

Packaging 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.

Differentiation

Packaging 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.

If you’re wondering how effective your product packaging is at driving sales, Carter Paper & Packaging, Inc offers our customers a service called a Packaging Assessment. Packaging costs can increase as they move through the supply chain, from raw material to converted product, finished goods to transportation. We can provide in-house expertise to help with custom designs while identifying and minimizing total packaging costs. Please visit our website for more information about our Packaging Assessment service!