There are three hard facts that you can never ever (and I mean NEVER EVER) forget when it comes to trying to create a physical product and/or a consumer products goods (CPG) brand.
- When the consumer picks up your packaging that have to know exactly what the product is within the 1.5 seconds it takes them to skim through the front of the package.
- People actually do have a loyalty to a brand because its packaged better then its competition.
- Keep It Simple Stupid (seriously).
If you don't love your packaging then don't expect anyone else to love it either! @AnkurKGarg
Lets elaborate on these facts with some social proof.
1) They have to know what it is…
Seriously, does this one even need explaining? If they don’t know what the heck the product is when they see it in an aisle because the name is bold and easy to understand, then I don’t give a sh*t how colorful your packaging is or how proportional the box is… you will never be successful (prove me wrong, I dare you).
2) Packaging creates loyalty…
Lets do an experiment: Give yourself one point if you answer yes to any of these questions:
- Do you recognize which of your mail packages came from Amazon Prime?
- Do you know exactly how many Pringles are in a Pringles can?
- Do you know what the 4 items come in every Apple iPhone Box?
- Do you know how many Reese’s Peanut Butter Cups are in a standard package?
Okay if you scored a 3 on this experiment then you’re part of the 99.9% of the consumer population that knows EXACTLY why packaging creates loyalty.
If you’re one of the 70 Million Amazon Prime Members that enjoy 1-2 day shipping on your products, I bet you recognize those packages (and experience a sense of elation) as soon as you see the Amazon Prime Packaging tape stand out from the rest of the card board boxes that may have arrived at your doorstep.
If you don’t know exactly how many Pringles are in a pringles can (seriously, I don’t even know the answer to this question) then you’re like the millions of people who have been enjoying pringles since 1967 that buy a pringles can because the packaging makes you feel like it will last forever!
Lets not kid ourselves – I don’t care how crazy Jonathan Ive decides to change the ports of my iPhone – every iPhone box is an experience when you open it… and you will always rejoice in finding a USB Power Adapter, a USB Charging Cable, a pair of headphones, and a perfectly new iPhone in a clear wrap ready to be opened like it was Christmas morning.
Last but not least… if you didn’t know that every standard Reese’s Peanut Butter Cup package has two perfectly molded cups of perfection (aka something I will never share with anyone… ever lol) – then you’re probably not Youngry enough to appreciate the uber-amazing content on this site… *shrugs*
Yes, I am obsessed with packaging. Deal with it. @AnkurKGarg
3) Honest to god, how many times have you gone to the grocery store and ended up buying at least 1-3 items that you didn’t expect to pick up at that moment? I am so Youngry that I literally made a website just to write this article one day… Grocery Stores know how to package stuff so I subliminally end up with a pack of gum, a dozen eggs, a loaf of bread, 2 bags of chips, a dip, and a goddamn packet of Reese’s every single time I go to the store to pick up a gallon of milk. Don’t worry though, I don’t forget the milk.
Just remember the golden rule and you won’t get called out by me at the Youngry Summit if you ask me a silly question. The presentation and packaging is everything.