by Steve Choate

The package that a product comes in may be as important as or more important than the product itself at the time of sale – when the consumer is at shelf trying to make a decision.

Once a consumer has purchased your product, they know what the tube, bottle, packet, etc. looks like when it is removed from the outside packaging. However, in many instances, people identify a product first by its outside package. Since that’s what your customers will be looking for on the shelf the next time they are shopping, it pays to perfect your product package.

How many times has someone asked you to pick up something at the store for them? Your spouse may ask you to pick up a certain brand of toothpaste. If you’re not familiar with the brand you’ll ask for a description of it. Most of the time, you’ll get a description of the outside package (“It is the toothpaste in the bright orange and pink box”).

Your package should be distinctive from competing products. As new potential customers walk down the aisle looking for your product or one that’s similar, they will first see your package and/or your competitor’s rather than the item itself. For these customers, your package must “sell” your product and convey why your product is better than the one sitting next to it on the shelf.

Don’t forget to include images of your package in promotional materials. While your consumer advertisements will cover the product benefits and features and why customers should spend their hard-earned cash on your brand, if you fail to show the package, the customer may be unable to recognize your brand on the shelf. You should include a small image of the package in your advertisements and marketing materials so consumers can easily find your product in the store.

The next time you are in a store shopping for something; stop and think about how you go about finding what you are looking for. Are you looking for the product or for the package?