Packaging can make or break a business. Below are a variety of packaging failures. Although the below 'packaging fails' will probably not make the businesses fail, it will make people annoyed, or see you in a negative light - and we all know it's easier to keep return customers than try to gain new ones! So don't annoy your customer!
You need to do a lot of research before launching your product (in its packaging), as with any marketing move you make.
Amongst other things:
- you need to get a sample of the packaging before allowing it to go into bulk production to test it
- you need to engage with your Graphic Designer / Packaging Designer to discuss what the finished product will look like (including where the handle holes will go etc)
- you need to spell check
- if you need the information on your packaging translated in to another language - make sure you engage a professional translator to do the job
- you need to think about the 'customer experience' when dealing with or opening your package. Don't annoy them by making it hard, or wasteful or time-consuming.
This is why it's important to incorporate any hand holes or anything else in your packaging design, or at the very least, get a sample made up before it goes into major production!!
It's more important than ever to have clear and concise warnings on your food or allergy prone products. If you are not a native speaker of the language you are printing on your packaging - you need to get a professional translator (not your friend) to translate for you. You could put someone's life in danger!
As you can see, they didn't spell check!
Again, if the language used on your packaging is not your own native language, you need to invest in a professional translator. Also, get a sample of the box made up and sent out to you before going into bulk production or check with your translator the packaging images / wording is correct/ok.
Frivolous, annoying, time consuming, wasteful packaging can make people annoyed! Your end product might be great - but if it comes in a massive package, your customer will be thinking that maybe you have added an additional product or gift! Always think of the customer experience when creating your packaging. Most people are time poor so creating easy to open packaging is best.
Again, this kind of frivolous, wasteful packaging just makes people mad. You need to understand that even if your target market customers are not the type to be environmentally friendly minded, there are people that will view your product on the shelves that are. They will not be amused! Think about the environment and the impact your packaging will have on it, and also about your costs. Some things - like bananas, don't need packaging! so don't waste money were it isn't needed.
Best of luck with your packaging design!
Thank you to:
Clara Cassidy, Founder and Marketing Manager of Custom Printed Bags & Boxes, is a marketing professional with years of experience in branding, promotions and events.