The Importance of Packaging in the Marketing of a Product

Increased attention to packaging detail has been shown to increase sales

Proper packaging is a very important influence in consumer purchasing decisions. Although the most important function of packaging is to minimize product damage, color schematics are essential since a product must be visually appealing to garner consumer attention. The company name should also be visible on an effective package, particularly when good product branding has created consumer trust in the company. Packaging also includes quantifiable product information, some of which can be required by law such as expiration dates.

Better packaging

Increased attention to packaging detail results in increased sales. Many companies spend huge sums of money in research and development for better packaging presentation. According to Kathryn Martin, Managing Editor of Packaging Strategies, 46 percent of companies surveyed said their company made changes in packaging design in the previous year.

Point of purchase

Good packaging design influences what's known as "point of purchase" decision making. This occurs when a person does not necessarily intend to make a purchase but ends up doing so right on the spot due to good packaging. This form of marketing communication can differentiate a product from the competition on the shelf. In her book, "Point of Purchase, How Shopping Changed American Culture", Sharon Zukin makes the case that packaging is the single greatest determinant in impulsive buying decisions of packaged products.

Promotions

Promotions are an important tool of package marketing and increase point of purchase buying. Cereal makers often use toys and books in the front of the box to prompt spontaneous purchases. Product marketing package designers work closely with the manufacturing division of the company to make sure distinctive packages are on shelves during special events. One example is when Olympic heroes are featured on cereal boxes shortly after they win medals.

Sustainability

Many firms today are also focusing on sustainability as they become more responsible in reducing packaging waste. BrandPackaging.com makes the case that companies can increase packaging effectiveness by displaying information on their efforts to create a more sustainable package design. Environmentally responsible packaging thereby creates new opportunities for company branding and building public trust.

Displays

Point of purchase displays are also often used in conjunction with colorful product packaging to increase visibility. Some companies utilize third party manufacturers to enhance marketing efforts and quicker delivery, further illustrating the amount of company marketing resources designated for effective packaging.

References

• Food Engineering: 17th Annual Packaging Trends Survey
• Timbar: Point of Purchase Displays
• Point of Purchase, How Shopping Changed American Culture, by Sharon Zukin
• BrandPackaging.com