Your mother always told you that it’s what’s on the inside that
counts. She’s right, of course, except for when it comes to product
When it comes to product packaging, it’s all about the look.
Your product packaging consists of far more than just a protective
wrapper or a container. It’s about more than just functionality.
Your product packaging is a major communicator of your brand and
the value you offer.
In fact, research has shown that consumers spend 75% of their time
focused on the visual aspect of a product’s packaging.
Our perception of quality and value is driven by appearance, and
it’s natural to automatically assign a higher value to products
that appear in attractive packaging.
Knowing this, a wise marketer will use their packaging to leverage
a purchase decision in their favor (and to command higher margins).
Cosmetic and fragrance companies, in particular, capitalize on this
fact on a regular basis. Manufacturers routinely spend up to five
times more on the product packaging than they do on the actual
More than Just a Pretty Label
Even though having an attractive product package is important,
being visually attractive it isn’t the only purpose that product
What other tasks can your packaging perform for you?
- Communicate your brand through imagery, logo and tagline/slogan
- Provide information on your business mission
- Answer frequently asked technical questions (space permitting)
- Communicate ingredients and any cautionary measures
- Set realistic expectations of the product’s benefits
- Provide reorder information / business contact details
A product’s packaging doesn’t have to be expensive in order to
convey quality. Selecting clean, crisp, timeless styles that employ
a cohesive color scheme will reinforce your brand (and keep your
costs down, especially in the shorter term).
Additional Tips for Selecting Product Packaging:
- Avoid falling prey to bringing in the latest “hot” packaging item
- Select styles that can withstand the test of time
- Look for containers that can be used to package multiple items
- Order in larger quantities in order to take advantage of bulk
- Look for suppliers that offer free shipping
- Purchase multiple packaging elements together when possible
to avoid color mismatch
- Keep an idea journal, and note product ideas when you see
them in the marketplace
In my Handcrafter’s Companion e-book, you’ll find much more
information on spa product formulation, packaging and marketing. I
even provide a shortlist of my favorite packaging suppliers so you
can avoid the trial-and-error of going with the wrong suppliers.