Some of the Best and Worst Product Packaging of All Time
In many ways, your product packaging is just as important as what’s inside. The package often serves as your first point of contact with the customer. Are you charming your buyers, or simply frustrating them with your choices? Consider some of the best and worst approaches to product packaging and see where your products fall.
Worst: Inaccessible Boxes
Plastic casing, impossibly tight zip ties, and unnecessary layers of tape are standard features in many modern packages. The frustration is so common that you can even buy a special blade to help you slice through tough packages – though the product is itself encased in heavy plastic. While this type of packaging will certainly keep your products secure, it will also leave your customer with a lingering sense of frustration even after reaching the goods inside.
Best: Instantly Appealing Displays
The best packages put your products on display so they’re easy to view and access. Choose packaging that allows the customer to see exactly what they’re getting, then pull out the product with minimal hassle. Ditch the layers of plastic and tricky ties, and instead use custom cases that keep your goods nestled in foam inserts instead. With the right approach, you can keep your items secure without adding unnecessary frustrations in the process.
Always keep the customer experience in mind as you’re working on your packaging. Follow it through from spotting the box to opening the case to removing the items inside. The right package will make every step a pleasure.
Worst: Excessive Individualization
Customers today are very conscious of the environmental impact of product packaging. Adding unnecessary packaging is widely viewed as a marketing fail. If your product doesn’t need its own individual tray, cellophane, and label – as with these bananas – you can safely do away with these extras.
Don’t fall into the trap of thinking that extra packaging will give your items a more refined or attentive look and feel. Eco-friendly shoppers will immediately see the error of your ways. Opt for a more natural and minimal approach where you can to avoid this mistake.
Best: Smart Kitting
Look for smart ways that you can bundle products together to minimize your overall packaging and simplify matters for your consumers. Kitting is a brilliant way to pull all the essentials together in a sleek and attractive package. Ideal for sales kits, press kits, and member welcome packages, kitting eliminates the unnecessary fuss of individualized packaging and combines all the bits and pieces that you need in one box.
Use creative kitting anywhere you can to simplify the shopping experience and ensure your buyers have what they need. If you’re marketing high end writing utensils, the obvious inclusion for your kitting is a notepad or sleek stationary so the user can immediately try out their new pen. Think about what’s missing from the experience and consider whether you can include these items in your kit.
Worst: Lost Translations
You don’t need to include a lot of verbiage on your packaging, but it’s important to have at least a few key marketing phrases. Poor translations or typos are one of the most commonly identified errors on product packages. At best, bad copy will give you an unprofessional image, and at worst it can result in text that’s offensive or misleading to the reader.
Best: Smart Marketing Copy
The best product packaging tells the buyer everything they need to know about the product in concise and compelling copy. The box should specify what’s inside, include identifiable brand elements, and include a description or added details where necessary. This may include nutrition facts for food products, or a short blurb about your company or production process. Read and reread your copy to ensure that it flows well and includes informative points.
The best product packaging is accessible, attractive, and instructive. It should make it easy for customers to get to what’s inside, while providing them with all the accessories and information they need to make the most of your offerings. Avoid common packaging mistakes for major marketing success.