The next time you go to the supermarket, just look at all the items on the shelves. See which ones you notice. In the typical supermarket, there’s tens of thousands of different products you can choose from.
For the consumer, lots of choice is a good thing. And for retailers like you, that means a lot of competition you have to stand out from.
Know the saying,”Don’t judge a book by its cover?” Well, the truth is consumers do exactly that with most products. Think about the last consumer purchase you made. What did you think of the product before buying it? Sure, you did some internet research. But, the packaging played a role in your decision too.
So what do you do to stand out with packaging? The below:
- Take Advantage of Color Psychology
Various colors communicate different things. For example, it’s no coincidence that products that help consumers make or save money are often green. Or, energy drink containers are sometimes orange and red, which are highly energizing colors.
Think about the benefits your consumers want from your product. Then, consider how you might create packaging that implies the type of benefit they’ll get.
- What Price Do You Want to Charge?
Elaborate, unique packaging communicates higher value. For example, think of Monster energy drinks. They have a huge, dark can, with a colored “M” on it. There’s absolutely nothing subtle about it. And everyone in their target market knows exactly what it looks like.
However, if you’re selling generic garbage bags to underprice Glad, you don’t need elaborate packaging. But, it may need to be colorful to stand out from Glad’s bright yellow.
- An Instantly Recognizable Point of Differentiation
Remember, consumers are highly attracted to what’s “new and different.” They also like to save money. If they have to think through what makes you different from their typical choice, they’ll go with their typical choice. However, if you can make a big, bold, and noticeable statement on the front of your product’s packaging, you have a good chance of getting their attention. For example, you could say,”Same quality as competitor X for 10% less.”
Just make sure that statement you make is obviously true once your consumers buy and use your product. If it’s not, you’ll get the sale now, but they’ll go back to their tried-and-true brand eventually and forget about you.
With those tips in mind, you’re set to conquer your next market segment. Make sure you put them to use!