The old adage goes something like this: Don’t judge a book by its cover.
Except when it comes to packaging, that is.
Though packaging been around for generations, in today’s digital-savvy, uber competitive retail environment, first impressions are almost as important as the product itself, with innovative, fun, or even weird packaging helping a product to stand out from its competitors. At times, the way an item looks can actually make or break a sale.
Let me tell you a personal story…
Lots of you have probably heard about or even seen those small, egg-shaped EOS lip balms (yup, those ones). Well, I was recently talking with a girlfriend of mine who pulled one out of her purse and started using it despite the fact that she liked some other brands of lip balms better. So, why did she buy this one? Because it looked cute.
Whether it’s an edgy typeface that gets your customers, some cool pops of color or the versatility of an eco-friendly container, we’ve probably all had a moment like my friend here where we’ve purchased something simply because of the way it looks and, more importantly, for our perceptions of how a product will make us feel. (Here’s an example of how the psychology of packaging applies in the alcohol industry).
That’s the whole point.
Packaging, when done correctly, is ultimately what sells your product in the end. It draws attention, sends a powerful message and elicits a specific response from your customers.
Here’s an example of a packaging design we created for Nokia:
So, what’s a marketer to do to stand out from the crowd?
Well, if you’re a devout believer in creating a branded experience for your customers, making your product relevant and increasing your sales, follow these five Packaging Commandments and you just might create product packaging that will outlive us all.
Thou shalt embrace all manners of colors, patterns, textures and sizes.
Thou shalt never forget to think about the customer’s experience.
Thou shalt utilize all available space to the best of thou’s ability.
Thou shalt be playful, be bold, be simplistic – Thou shalt stay true to him/ herself.
Thou shalt always tell a good, compelling and powerful story.
Feeling insanely creative? Give us a call at 860-767-2661 or shoot us an email. Together we can make your packaging really pop.
Have you have fallen prey to the urban myth that QR Codes are dead? There are plenty of designers and industry pundits who think these 2D mobile barcodes clunky and out of date, but if you look at the data, the death of QR Codes couldn’t be farther from the truth. Consumers are actively using QR Codes to get coupons, access detailed product information, watch promotional videos, and take other steps that move them toward a purchase. If you’ve “moved on” from QR Codes, you’re abandoning a critical tool for building your business.
Let’s look at three facts about QR Codes that every marketer should know.
QR Code scanning is on the rise.
According to ExactTarget, 34% of smartphone users in the United States have scanned a QR Code while shopping in-store (ExactTarget Mobile Behavior Report 2014). This rises to 46% of those who own tablets. This doesn’t include people scanning QR Codes on direct mail, posters, in-store displays, packaging, and magazines. In fact, when ExactTarget asked about scanning coupons or QR Codes, it found that 43% of consumers had done so.
Can we quote Mark Twain here? “The reports of my death have been greatly exaggerated.” As you watch the data, sure, the growth rate of QR Code adoption is slowing. But that’s not unusual for a maturing technology.
QR Code scanning frequency is on the rise, as well.
In 2014, Scanbuy data showed 4.0 scans per person. In 2015, this rose to 4.3. That’s growth of 7.5%.
Among the most common uses for QR Codes are accessing coupons, downloading mobile apps, and accessing product information.
ExactTarget found that 56% of men and 39% of women have scanned QR Codes to gain quick access to information. Scanbuy found that when consumers are interested in a new product, 20% will scan a QR Code.
We could go on and on, but you get the point. QR Codes remain a cost-effective way to reach a high percentage of the mobile population. Here’s how to do it right:
Make the code highly visible on the direct mailer, in-store signage, packaging, or other channel.
Provide instructions on using the code, and perhaps more importantly, the value the consumer will gain from scanning it