Posted by Asako Tsumagari on 18 Nov 2007,
Imagine this. A mass retailer had decided to stock your product! The product launch date became the best day of your life. But after the euphoria of only a few short-lived months, the retailer decided to de-list your product. You are left with inventory and debt, making it the worst day of your life.
There are so many ways to screw up your launch. Product packaging is one of the most important factors for a successful launch. Ugly looking or confusing packaging generally doesn’t sell. If users don’t like it, retailers won’t like it.
In this 5th article from my series of Six Tips for Getting Your Product into the Mass Retail Channel, I would like to discuss product packaging that can make your launch in the mass retailer channel successful.
Product packaging matters
The other day, I was talking with the founders of a small startup that had finally launched its product into one of the mass retailers, after years of great effort. I got very concerned when I saw their packaging.
Their packaging had a noisy color scheme, and on top of that, they had so many words in the tiny font. It was not clear what the product does. Furthermore, the packaging material was low quality and it looked like a product you might find in a clearance sale at your old local general store.
For any new product from a small startup, shelf presence within the mass retailer is your best advertisement opportunity. Shelf presence gives you the frequent exposure to consumers at the moment of their purchasing decision.
You would like consumers to notice your product when they are passing by. You would like consumers to take your product seriously. If you put a package that looks unofficial or cheap next to a beautifully branded product from P&G, do you really think the consumer will pick up yours?
And even if they decide to buy your product, its package will sit in the consumer’s home, where it will continue to create an permanent impression for your product.
Successful product packaging
Typical consumer behavior in the retail store consists of scanning for products. Consumers often come to a store with a few items in mind, but are usually not clear about their other needs. Thus, as they rush through the aisles, they scan shelves to see if there’s anything else they should be buying.
Given this scanning behavior, successful product packaging should demonstrate the following characteristics:
How would you design your product package to satisfy the above characteristics?
The first thing you need to think about is your brand color. You’ll want to create your signature color so that it that appeals to consumers passing by. To select your color, here are things to think about:
The next to think about is the layout of your product package. The consumers’ eyes should naturally travel along the communication of your package.
You may want to test your package communication with your friends to see what layout is easier for them to read through. Let them scan the product for 15 seconds, just as a consumer might do. If your friends cannot explain what the product is about, what the benefit is, and why they should buy it, you’ve got serious work to do.
Finally, you should confirm the packaging requirements of the mass retailer where you are going to launch products. They may want specific sizing or specific color schemes. Sometimes, they may suggest you to use certain material, e.g. transparent material for consumers to see what is inside. Your product packaging strategy has to work within the requirements of the retailer.
Summary of Learnings
Product packaging is the biggest marketing tool for a small startup that wants to succeed on their first launch in the mass retail channel. Make sure to have an attractive, eye-catching, and easily understood communication on your well-branded package.
See more practical business tips.
Comments for "Product Packaging Tips for Success in the Mass Retailer Channel"
26 Nov 2007 at 03:57 AM
Hi Asako - Great info thanks. Having your product delisted would be awful.
Are red and white still the best packaging colours to go for, or do you think consumers would respond to a different colour that would stand out?
21 Dec 2007 at 04:41 PM
Hello Catherine,
I am so sorry for this late response to your question.
The color scheme is really depending on the category you are playing in, and how you would like to position your brand.
For example, if you are selling packs of pocket tissue paper (sorry for a strange example), red and white feels a bit wired. You may want to use blue to emphasize cleanness, or green to emphasize environmental friendliness, or some soft color to emphasize soft touch. You may want to look around what kinds of packaging competitors are using, and then, decide which way you would like to.
Or if you are a detergent player, your red color will not stand-out next to P&G;Tide. On top, P&G;is smart to use blue color on Cheer to maximize their exposures.
So the key aspects you need to consider in deciding color schemes are:
- Your benefit you would like to express and what color is associated with the benefit
- Your competitors’ color schemes
- Colors appropriate to the category in consumers’ minds
I am trying to design my brand for a business I am building and I asked a number of potential users which color they like. I am surprised to see the diverse answers, it is different among generations, genders, cultural backgrounds etc.
I hear in the automobile industry, the decision making of the color theme of next release is a huge project. It is just a color, but can make or break in a certain industry.
16 Jun 2008 at 06:56 PM
Working with home decor, I could not agree with you further. I think many good products are “rushed” through the pipeline and as a result do not see favorable results. Packaging is such a key element as are branding and naming.
25 Oct 2009 at 11:44 AM
I must admit that this is one great insight. It surely gives a company the opportunity to get in on the ground floor and really take part in creating something special and tailored to their needs.
28 Oct 2009 at 10:10 AM
You may want to test your package communication with your friends to see what layout is easier for them to read through. Let them scan the product for 15 seconds, just as a consumer might do. If your friends cannot explain what the product is about, what the benefit is, and why they should buy it, you’ve got serious work to do.
31 Oct 2009 at 01:51 AM
how do I find manufacturers for designs of home decor?
home furnishings
04 Dec 2009 at 02:11 AM
I run a car engine and spare business.I give the suggestions for successful running the business.
color and Designing the product visually.Prepare a style brand.Give the product quality to the customer.
Be differentiated from competitors to our products.
Product packaging is one of the most important factors for a successful launch
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18 Dec 2009 at 11:47 PM
Nice retreat, i have always believe that without packaging and courtesy in business, the success is less probable.
22 Dec 2009 at 12:22 AM
interior design magazine would be a good resource, especially the annual buying/ merchandise guide, as it has the vendors broken down by category, incl. home decor.
24 Dec 2009 at 02:51 AM
I took an 18 month contract with (UK Retailer) with Orange with a Samsung G800. On my contract, written in biro, was “No 14 day Refund/Exchange. I think after 2 hours found that the phone was not fit for purpose.
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25 Dec 2009 at 04:43 AM
Packaging plays a MAJOR role in brand recognition. You need to do research to ensure your creative is on point with the target audience.
28 Dec 2009 at 02:16 AM
Hello guys!
Prepare a business plan. In your business plan and Plan ahead for growth. Make a list of manufacturers and distributors who offer the best cost for mass producing your product and the best cost for distributing your product tothe chain stores and Prepare for wholesale prices. Remember you’ll be selling your product to retail chains for 50-75% off retail price and Locate retailers. Make a list of chain stores that you believe will benefit from selling your product, then find out who their buyers and/or suppliers are moreover,Create a presentation. How you present your product to the retail chains is just as important as the quality of the product itself. Take the time to put together a great presentation package
29 Dec 2009 at 01:24 PM
Create a presentation. How you present your product to the retail chains is just as important as the quality of the product itself. Take the time to put together a great presentation package rj performance
30 Dec 2009 at 04:24 AM
Use a rather large package that way you can use plenty of packing peanuts or newspaper to absorb shock. If the item is very delicate, wrap it in a small package and put that package into a larger one with additional packing material.
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01 Jan 2010 at 11:00 AM
Thank you for sharing the great tips on product packaging for the success in marketing.
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18 Jan 2010 at 09:42 PM
Let them scan the product for 15 seconds, just as a consumer might do. If your friends cannot explain what the product is about, what the benefit is, and why they should buy it, you’ve got serious work to do.
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28 Jan 2010 at 01:49 AM
I just need tips and suggestions for making small card boxes for putting soaps in to be sold in large stores.Tips on making packaging for products to be sold in large shops?..
28 Jan 2010 at 11:49 PM
I have something else that goes with a bubble gum that kids will love it and their parents will keep buying for them more and more. So my question is, where do I go next? how and where do I find manufactures for making it and packaging? do I have to protect my idea? since its nothing new, just will be an old product with new package.
18 Feb 2010 at 03:11 AM
What are the methods to sell your products stock quickly other then just “dumping” it?
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28 Feb 2010 at 09:02 AM
very useful tips and great review on the retailer channel. i agree with your perspective totally.
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