Where Your Packaging Is Going Wrong

Why is packaging design important in marketing?

You spent years working on your product and poured your heart and soul into bringing your idea to life. Finally, it’s been picked up by a retailer, and now you’re walking down the aisle headed to the section where you’re meant to be on the shelves… But when you get there, you can’t find it.

Amongst all of the other brands and bright packaging on the shelf your product has faded into the background and disappeared from view.

You spot one of your competitors products and it jumps off the shelf. Their colour is unique and own-able and they have four product facings compared to your measly two.

You know that the taste and quality of their product is nowhere near as good as yours, so how did they get so much retail space on the shelves?

Sales!

They out sell you 20 to 1 and it’s all down to the numbers with the supermarket buyers.

So why aren’t shoppers picking up your product?

This is why packaging is important in marketing. It is your final touchpoint. Consider this…

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No other form of communication can claim such impact.

We understand the daily battle of trying to get your brand noticed can be overwhelming and it’s so discouraging when you see your competitors brands flying off the shelf knowing they have an inferior product to yours.

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Why are you being overlooked? Why aren’t they?

The answer is because packaging is important! You must have Effective Packaging Design!

You have to wear so many hats when running your own business; Marketing Manager, Sales Rep, Product Consultant, Social Media Manager, Copywriter, Debt Collector, Cash Flow Manager, Magician…not to mention people pleaser and referee…

I bet you had a fantastic vision for your product, and knew exactly what makes it unique and different to the rest of the brands in your category.

But you did the packaging on the cheap, with a freelance designer that was a friend of a friend. Or with the digital agency that did such a good job of your online advertising campaigns but had no experience in packaging design. Or you just simply didn’t have the time or resources to spend on perfecting your packaging…

Do any of these problems sound familiar?

  • 1.

    You’ve paid a fortune to a design agency for a fancy pack design, but it’s come back from the printers looking nothing like the design concept you saw on screen.

  • 2.

    Your packaging has so much text on it with the nutritional information, mandatories and product messages all competing for attention, its busy and overcrowded and none of them are cutting through.

  • 3.

    Your target consumers don’t seem to have any loyalty to brands and appear to be only choosing products based on price. Your product isn’t cutting it on an emotional or functional level.

  • 4.

    You have multiple products and/or flavours but none of them look like they belong together or come from the same brand family.

  • 5.

    After months of trying, you managed to get a meeting with a store buyer, but they aren’t interested in stocking your product even though it meets their category needs.

They do? Well, let’s dig a little deeper and consider how you got there. My guess is it’s one of two things.

  • 1.

    You didn’t clearly define your brand identity and point-of-difference, which means your communication and key messages weren’t determined before you designed your packaging.

  • 2.

    Your designer or design agency didn’t understand the fundamentals of packaging design, pack hierarchy and how to communicate your key messages on something the size of a postage stamp. They lacked the experience necessary to bring your vision to life.

What would happen if you didn’t do anything?

  • 1.

    Your product will be given an even worse shelf position.

  • 2.

    Your product will be given even less shelf facings.

  • 3.

    Or worse still your product would be deleted from the shelves altogether. Once you’re gone from a shelf it’s next to impossible to make a comeback.

Once your product is sitting on the supermarket shelf, your packaging is your final salesman. No matter what advertising you have done for your product, your packaging is the last point of contact for your brand. It is your silent salesman, and the final opportunity to win in the competition against all other brands graphically shouting for attention.

Lucky for you, you’ve found Engineroom Design and packaging is our speciality. Check out our guide to powerful packaging to see how to make your products stand out and stay on supermarket shelves.

Don’t want to take our word for it? Here’s some of our clients before and afters

Nitstuff

The existing packaging didn't reflect the natural plant based attributes of the product. It was also very text heavy, with no clear communication hierarchy. These were the main areas addressed in the redesign, creating a more natural aesthetic, a softer, neutral colour palette and simplified on-pack communication that allows the consumer to better appreciate the product benefits and use.

Azalea Grapeseed Oil

The existing Azalea Grapeseed Oil bottle and label had remained unchanged for years, resulting in a lack of modernity and standout on-shelf. With Azalea a conceivable category leader in Grapeseed Oil it needed a uniformed and contemporary look as well as a look that reflected it's 100% Natural Positioning.

Sweet William

Sweet William new packaging injected some life and personality into their current packaging design which was starting to look dated and old fashioned in the highly competitive confectionary market. Their product has always been a leader in the category but with an influx of newcomers to supermarket shelves, Sweet William needed a fresh and exciting new look to keep their products top of mind for their customers.

Love To Dream

The core objective was modernisation, simplified product communication, greater product differentiation and maximum brand recognition for the Swaddle Up Love to Dream Packaging Redesign.

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