Package Design; Portal For Profits

Is quality packaging really worth the effort?

You have 20 seconds to move that product


By Kim Parrish

Thanks to the Internet, brand based packaging has become even more critical in the marketing mix, as consumers closely research more products—sometimes for hours—before venturing to the stores for purchasing. But after they get to the store, research has proven that consumers only scan the shelves for 20 seconds on average! Packaging has to grab the eye, communicate, teach and deliver more than ever in the current economic environment. If you have stagnant product inventory that is no longer moving, it’s a wise idea to conduct a review of your current packaging and make needed changes.

Many times clients have come to us with excellent products that languish on the shelves and in the warehouse—simply because of weak packaging that no longer owned the shelf. Since so many final purchasing decisions are being made at the point of purchase, it is not outside the realm of reality to conclude that packaging is actually more important to the sale than the product itself. After all, what good is an excellent product that never got purchased?

For manufacturers and service providers, the pathway to faster ROI is no secret; you have to sell lots of product. At Kim Parrish Creative Services, we have branded, designed and produced packaging for over 200 products. We design packages that have moved product in JC Penny, Sears, Target, etc., and my experience has taught me that well-designed packaging will sell product and boost sales. This requires a greater initial investment in design, but when you consider some of our package designs have been used for over 10 years and moved millions in sales, our costs are minimal. When people hire Kim Parrish Creative, we tell them package design is only a part of your cohesive branding strategy, but it's a big part; and it's ability to drive sales is often underestimated. We don't need expensive research to prove this; In our 15 years of creating new packaging for clients, we have seen the results a fresh presentation can make; and it may surprise you that this applies not only to the retail shelf, but also to catalog sales and online. For consumers, the packaging and branding effort has the ability to actually become part of the product—especially when gifting—and this is why so many product marketers are more than willing to invest in these areas. Maybe this is why chapter one of The Marketer's Guide to Successful Package Design (Meyers & Lubliner) is titled "The Package IS the Product," ...heh heh, ya think?

Is quality packaging really worth the effort? You bet! Consumers see, touch, feel and respond instantly—often emotionally—to packaging. Good package design induces decisions in a way that no other marketing tool can match. This unique ability makes package design the very portal for your brand, and your profits. If you have a new product that needs shelf dominance, or old inventory that needs re-packaging, don't hesitate; give us a call and let's get those sales moving.

Kim Parrish is an award-winning creative consultant, his Orlando advertising firm develops cohesive branding, campaigns, website solutions and SEO, print collateral, and package design for a wide spectrum of companies—from small start-up firms to global brands like Wal-Mart® and NBC/Universal®.

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