Why Packaging is Crucial to Product Development


The global brand Coca-Cola has always been ahead of the game when it comes to product packaging. Case in point: the company’s effective introduction of temperature-sensitive cans (with different messages revealed when chilled) across three European countries for their products, including Fanta, Sprite, and Coke. This type of packaging that engages consumers pre and post-consumption shows how the brand understands how to make packaging work to their advantage.

Nowadays, your brand does not have to be as big as Coca-Cola to achieve packaging success. With packaging machine manufacturers out there offering cost-efficient solutions, you can now invest relatively small and reap big rewards.

Product packaging should say what you want to say

Approximately 95% of new products falter in the market because consumers are naturally hard-pressed to venture out into the unknown. What they do is take the short route; look at product packaging. This either results to purchase of familiar products or fresh ones whose looks resonate with them. By looks, we, of course, mean packaging. And this is the simple reason why packaging matters. If your product is new on the market, your packaging should be strong enough to entice your target consumers.

Best Practices

Aside from Coca-Cola, other brands have successfully aced the packaging game. You should take your cue from these brands’ packaging. Consider the charm of Gold Fish Teabags’. Appreciate the quirkiness of the Parmesan Pencils’. Learn a thing or two from the simplicity but effectivity of Trident Gum’s. Be in awe of the artistry of Sugar Puzzle’s.

Yes, the packaging is not solely for securing your products, although that too is an important factor in selling goods. Packaging is, more importantly, your first line of defense in the fierce marketing battle. If you do not want to see your product defeated, equip it with the best arsenal you can get a hold of.