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Risks of skimpy packaging design

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In today's corporate world of always having to do more with less, there is the temptation to skimp on your packaging design costs. However...Packaging is a critical slice of the marketing mix. In fact, for many consumers, it's the last "commercial" a person will see in regards the product before deciding what to buy..
As a result, every brand marketer and entrepreneur must understand the power of packaging as a key for driving sales.Therefore the risks of skimpy packaging design might in the end be just too high!

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Risks of skimpy packaging design

  1. 1. Risks of skimpy packaging design
  2. 2. OUCH!!!!
  3. 3. jamandco.com.au In a corporate world of always having to do more with less, there is the temptation to skimp on your packaging design costs.
  4. 4. jamandco.com.au However…Packaging is a critical slice of the marketing mix.
  5. 5. In fact, for many consumers, your pack is the last “commercial” the customer will see in regards the product before deciding what to buy.
  6. 6. jamandco.com.au Your last commercial is: Product packaging that attracts customers attention in an engaging and positive way, entices them to buy.
  7. 7. jamandco.com.au As a result, every brand marketer & entrepreneur must understand the power of packaging as a key for driving sales.
  8. 8. jamandco.com.au Therefore…The risks of skimping on your packaging design might be too high!
  9. 9. Great product packaging design supports your product branding efforts.
  10. 10. jamandco.com.au Branding helps companies stand out from the competition and it’s the packaging that helps products stand out on the shelf.
  11. 11. jamandco.com.au They are two sides of a coin.
  12. 12. jamandco.com.au Therefore vitally important for the pack design to reflect your brand personality.
  13. 13. jamandco.com.au But…there’s no money!
  14. 14. For many brand marketers, much of their product budget has already been spent creating and testing the product.
  15. 15. The budget has already been invested in preparing and getting the product ready for the market.
  16. 16. The problem is: So… when it comes to investing in the product packaging design, the critical ingredient required to sell the product from the retail shelf,…. there’s not much left in the kitty 
  17. 17. So! I hear you say…
  18. 18. I hear you say… “Surely we can cut corners and skimp on our product packaging costs?”
  19. 19. “Surely we can find an inexpensive designer who can design a pack quickly and cheaply? I hear you say…
  20. 20. “But...There is no free lunch! There are no short cuts here!” I hear you say…
  21. 21. I hear you say… “Would we hire the cheapest salesperson or would we prefer to hire a GUN ?”
  22. 22. “Our packaging is our last standing silent salesperson!” I hear you say…
  23. 23. jamandco.com.au Considering all you've invested to get your product to the shelf…. Don’t you want your best and hardest working salesperson on the job?
  24. 24. jamandco.com.au The fact is…by the time your consumer gets to the shelf ...the packaging standing there is really your last opportunity for you as a marketer to influence them before they decide to buy.
  25. 25. jamandco.com.au Your pack is your final sales pitch.
  26. 26. jamandco.com.au A strategically designed product pack grabs consumer attention, especially in a highly competitive arena like the retail shelf
  27. 27. jamandco.com.au First impressions count. Consumers will make purchase decisions, often in just seconds.
  28. 28. jamandco.com.au Customers will make their choices subconsciously judging the product based on the visual impact of the pack.
  29. 29. jamandco.com.au The external look and feel of a products packaging positions the product in the mind of the customer.
  30. 30. jamandco.com.au Today, the product packaging has become a part of the whole owning experience.
  31. 31. jamandco.com.au Your product packaging must be strategically designed, completely understanding of your customers needs and wants, & building them into the pack to personally engage them.
  32. 32. John Ruskin (Victorian era art critic )said, "Quality is never an accident. It is always the result of intelligent effort."
  33. 33. The consequences of poor or mediocre product packaging design can be painfully stressful.
  34. 34. Taking short cuts by hiring inexpensive design, may in the short run, save you money… However when it comes to design, you get what you pay for!
  35. 35. Designs that are typically... • crowd-sourced • mediocre or average • "pretty" • un-strategic • designed by committee …most often end up as short lived & costly.
  36. 36. The risks of skimpy packaging design.
  37. 37. Often the first sign of poor performing designs is a bucket load of returned product.
  38. 38. Poor quality packaging design can also result in product damage, the costs of which will need to be absorbed by you. The costs of lost sales, lost customers, and re- runs will very quickly kill any savings you may have previously created… with your cheap design.
  39. 39. jamandco.com.au Are you supporting your competitors? Are you sending your competitors your hard earned, loyal customers?
  40. 40. jamandco.com.au Ineffective, poorly designed, mediocre and cheap, packaging will disappoint customers and they'll go looking at the products displayed right next door to yours.
  41. 41. jamandco.com.au They will go searching elsewhere. Many will even be happy to even pay a little bit more.
  42. 42. Then there's the old "W.O.M." (Word of mouth) dissatisfaction… Only today WOM is spread virally via social media platforms and they’ll really hurt your business.
  43. 43. jamandco.com.au You will lose current customers and new customers will become less frequent. Cutting corners simply doesn’t work.
  44. 44. jamandco.com.au Like most things in life there are many ways to “cook an egg!”
  45. 45. A professional branding and packaging design agency can help you to save money where you can without compromising on the quality of the strategic design.
  46. 46. As an exercise, next time you are in a supermarket examine your favorite product and it’s packaging…
  47. 47. • How does the pack make you feel? • What if any emotions did it generate within you? • How does the product express its quality, value or both?
  48. 48. Never underestimate the power of the visual marketing your product packaging generates in the purchase decision making process.
  49. 49. In the end….because it's not worth the risk of skimpy packaging design…
  50. 50. Contact a professional design agency and see how they can help get you what you need for your limited budget.
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