When releasing new products, packaging isn’t likely the first thing on a product manager’s mind. But from attracting new customers to creating loyalty- product packaging plays an important role in the customer experience.
Some brands have tapped into the power of reimagining their packaging. There have been many innovations in product packaging design, particularly for household consumer goods. Paint cans and detergents have lips to ease pouring and minimize spilling. Condiments have lids on the bottom to make it easier to squeeze sauces onto our sandwiches and not waste an ounce of ketchup or mayo. The design for usability is just one aspect of innovative product packaging.
Whatever product you’re launching, it’s important to think about:
- Durability and protection of your product
- Sustainability
- Branding
- How the packaging might help the customer
In fact, before a product is released, it’s a great idea to practice order fulfillment and document what you learn from your customer or proxy customer to optimize your product packaging.
#1 Durability and product protection are table stakes
Starting with the obvious, product packaging should ensure that your product arrives unharmed. No matter how far a product travels, it should arrive in a container free of bends, creases, tears, package fading, or any material compromises. The first look your customer has of your product is its package.
#2 Sustainability is a business priority
If your company is committed to green solutions, consider how that impacts your product packaging choices. Ask yourself:
- Are you minimizing packaging materials?
- The days of extra-large packages should be long gone. To make shoplifting more difficult, with the trend toward online buying and locked retail store display cases, rely on your point-of-sale branding spaces to showcase your brand.
- Could your packaging materials fulfill two purposes such as including instructions or consider if you need them at all?
- Are your packages made from recycled materials or could they be recycled?
- If your product is bulk, could the container or fixture be reused?
#3 Packages are important branding opportunities
Ensure your product package is consistent with your brand. Think of the package as an advertising opportunity and ask yourself what kind of impression the design of your package gives a prospective customer. Is it clear what the product is? Is the logo and design system prevalent? Does it stand apart from competitor products (especially if it will be displayed alongside competitor products in a store or on a website)?
This brand does a number of things well. The branding look and name compliment one another and stand-out on a shelf of other beverages. The can size and shape fit comfortably in your hand. And the can has a pleasant texture that also feels distinctive, refined, and provides additional grip.
Also, is there a way to create a brand experience with your package? If you’ve ever ordered a luxury item, those companies have this down. The package feels good. It looks good. You open it and the item fits perfectly inside and is wrapped with care (likely tissues and ribbons). But you don’t have to be a luxury brand to accomplish a like-experience for your product. Here are some prompts to think about. But imagine what makes sense for what your brand stands for.
- A note of thanks from the company for purchasing
- A special surprise sample or trial of an item you weren’t expecting
- Bespoke tissue or packaging material in the colors, prints, or textures of your brand
- A link encouraging the customer to share feedback or a selfie on social with the product
#4 Packaging can help the customer
Product packaging often holds a lot of information, such as product name, model numbers, ingredient or contents lists, origin information, date codes, and so on. But ask yourself what might be helpful to the customer that you may not consider. For large, heavy, or fragile items, it’s customary to include notes such as “this side up”, “fragile – handle with care”, or diagrams illustrating how to lift a box. But there may also be unique things to consider based on what your product is and how your customer uses it.
For example, a customer once spoke to us about boxes of cable they would order and keep on a warehouse shelf. It was difficult for the customer to quickly distinguish the boxes and tell which box held which type of cable. So, the manufacturer added different colors to the boxes and increased the font with the cable type to ensure it was readable from at least 20’ away. This saved the customer a lot of time and frustration that they previously spent going up and down ladders and hunting for the right box.
Due to their small size, product sample packaging is particularly challenging. Ensuring the information is both attractive and useful is important.
Job well done, Clinique. You ensure a prospective customer trying your product can read the information on how to use the product and see important allergen information.
Also small, this travel hair styling product package does not help the customer. There is so much information on the bottle, it is nearly impossible for a person to read it without assistance. In such cases, consider a URL or QR code for what is not legally required to be on the package.
Opportunities for enhancing the customer experience are everywhere
Whether you’re launching a product or re-evaluating your portfolio, keep in mind all aspects of the customer experience. Product packaging is one way to refresh and align your values with your customers. So, think about the continuum and every way your customer interacts with you, from your website to your store, and from the moment they receive your packaged good to how they use it. Packaging plays an important role in the customer experience.
