The Golden Rule of Packaging: Protect Your Product
You may or may not know that 73% of consumers reported that packaging design affects their buying habits. There are a lot of factors that go into packaging, and therefore a lot of spots along the way that could sway a consumer one way or another. One guarantee to turn someone off, though, is if your packaging isn’t even functional.
Regardless of whether you’re selling into stores or directly online, or even from your garage, the most important job of packaging is to get your product safely to your customer. If nothing else, your packaging must not break, spill, stain, or otherwise damage your product on its way home. On the other end of the spectrum, you need to make sure your customer can actually get to your product once it is home. That means not overprotecting your product and making it impossible to get to.
Most “packaging fail” blogs will only show you the most outrageous and silly mistakes that brands make — and don’t worry, we’ll show you those, too — but for this first golden rule, it only takes a few examples to get the point across.
1. There’s a reason egg crates haven’t changed. Different egg brands will change the labeling, or even the material, but in the end they know what is going to get their precious eggs safely onto shelves and into your fridge.
2. The thing keeping your customer from accessing your product should not be your packaging… and should not require another of your product. Scissors to get to scissors? No go.
3. Depending on your product, maybe you don’t even need packaging! Take a twist on Occam’s Razor and live by the rule that the simplest solution is the right one. A banana already has a strong and watertight natural packaging. Don’t overdo it.