Product Packaging for Start-ups: The Traps of Being Original
In the sea of different brands selling similar products, the need for originality is stronger than ever. Product packaging has proved to be a decisive factor in consumers opting for a particular product, especially when it comes to fast-moving consumer goods. As a result, start-ups are trying to harness the power of product packaging by coming up with original designs.
However, when searching for the X-factor that will make their brand stand out from the crowd, start-ups often fail to see the big picture.
Why is that?
They rarely realize that being original isn’t enough. Without the mix of originality and practical application, there is little chance for building a sustainable business.
Read on to discover how to avoid falling into the traps of making your product packaging original at all costs.
Exceeding your budget
Instead of coming up with the idea first and then deciding on the budget, set the budget first. After all, true creativity lies in making the best of the given resources. If your budget is limited, your imagination need not be.
Remember: Less is more. Think about the design that requires the least amount of material. That way, you can come up with a sleek design that is not only universally appealing but also trending.
Not protecting the product inside
While product packaging has the power to lure consumer, it’s the product that will ultimately retain them (or send them running to your competitor). Make sure the product inside the packaging is protected against external factors such as high temperature, mold, and UV-rays so its quality is not compromised. When given a choice, always go for resilient materials that will safeguard your product.
Not displaying brand features properly
If you want to boost your brand recognition, you have to get your brand name out there. If your brand name is illegible or tangled up in elaborate graphics, it simply won’t stick in the minds of your consumers.
While this may sound limiting, there are other creative alternatives. If you feel your slogan is more descriptive than your brand name, make sure it’s easily readable. With the logo, you can express more visual creativity.
Whatever you choose, consistency is paramount. Make sure all branding features and messaging are implemented consistently on your product packaging.
Dismissing pre-made boxes
Many start-ups willfully choose to ignore the tried-and-tested solutions that can save a considerable amount of time and also cut costs. Pre-made boxes are a great way to get your product on the shelves fast, while mitigating inherent risks at the same time.
With pre-made boxes, you choose a form of packaging consumers are already familiar with, so they are more likely to trust it. On top of that, you can fully customize the labels to include your brand name, logo, any text, graphics or labels. If you are launching a branding campaign on a tight budget, pre-made boxes are a smart choice.
Not complying with packaging and labeling requirements
Some industries have fairly strict requirements when it comes to packaging and labeling. For example, medical marijuana product labels have to contain specific types of information, whereas the packaging itself needs to be child-resistant. With many countries recently legalizing marijuana, it’s easy to forget that the same rules still apply. Such an oversight will mean breaking the law, which is highly unlikely to have a positive effect on your sales, or even worse – your brand.
Not hiring a professional
Before you start brainstorming, ask yourself – how much actual experience do you have with product packaging? Have you done enough market research? How efficient are you at analyzing the research data? And more importantly, why would you waste valuable time doing something you are not qualified for when there are professionals who already have the necessary know-how?
As a start-up, you should choose a manufacturer that not only has an excellent track record but has also worked with start-ups. You can’t expect to compete with the big fish straight away. By the same token, your game plan should be different. Do your research and partner with someone who has already helped start-ups grow with unique product packaging.
Not thinking green
Sustainable packaging is at the core of the start-up philosophy. If you want to establish yourself as an innovator and influencer in your niche and beyond, green is definitely the way to go.
Even though you don’t want to think about it, there is a possibility that your sales will not go as planned. But just because you suffered a loss doesn’t mean you are allowed to act irresponsibly towards the environment. Make sure your product packaging is recyclable.
And remember…
To get a unique product packaging that will boost your sales and brand awareness, you should think outside the box. But don’t forget – your product will ultimately have to fit into one.
