Product Packaging Archives - Attention Getting

I know a lot of small businesses want to make a big impression on their customers with their product packaging, as well as help build their brand. The problem is, it is an additional cost that is not always necessary. Now, I am not talking shipping packaging but product packaging.

For example, if I’m buying a gift for someone, then the packaging does matter to me because I care what my gift recipient thinks. However, if I am just buying an item for myself, especially online, the final product packaging doesn’t really make a difference to me, as long as it ships safely.

Now, if I am buying an item in person, as opposed to online, the product packaging can play a part in getting me to notice the product in the first place, and may play a part in how the store displays the product.

Therefore, if you are selling online, and you find your product packaging costs are really cutting into your profits, why not considering giving customers an option, but phrasing it in a way that makes it look like it is more of an environmental issue (which it really is as the US generates almost 80 million tons of packaging waste each year).

In the product’s drop down menu, consider giving the option of:

Item ships without Branded Product Packaging (we want to do our part for the environment)
Item ships with Branded Product Packaging

The “no branded packaging” option should obviously show a price that is slightly cheaper. Make sure to have product photos that show the two options, so customers are not caught off guard. You might be surprised at the number of people that go for the “no branded packaging” option, and it might also mean a lower shipping cost for you as well.

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If you need an effective product packaging example look no further than Philosophy. If you are not familiar with this product line you definitely should check them out because they do branding really well, especially when it comes to packaging.

Now if the word branding is throwing you off and you don’t do packaging for your products, keep reading because that is not totally what this post is about.

Why Their Packaging Works

On their product bottles, Philosophy uses few graphics (except for special holiday products), mostly text (and a simple font at that), and they don’t even talk about their product on the label. Instead, their products have names like Hope, Purity, and Grace and the label is taken up with a well-written, inspirational paragraph that typically has nothing to do with the product.

Philosophy’s Simple but Clever Packaging

- The names are simple, but clever, and they relate back to what the product is for. For example, Hope is a moisturizer.
- Their skin care products are all in white or cream bottles, evoking an image of clean.
- Their fragrances‘ packaging is light pink and ivory, creating a very feminine feeling.
- Their bath products are bright colors (because baths are fun) and they have fun names like Gingerbread Man, Candy Cane, and Sugar Plum Fairy. In fact their Mimosa Bubble Bath actually has a recipe for Mimosas on the label. Not what you would typically see on a bottle of shower gel, but that’s what makes it eye-catching.

So How Can You Apply This To Your Small Business?

Simple and clever always work. Simple makes it easier on the customer who is thinking of purchasing the product (no hard sell, not a lot of typical “marketing” words on the package) and clever always gets attention. And great packaging alone can sell products.

Now, maybe you don’t package your products, but you can apply these same techniques of simple and clever to your logo, shop design, website design, product names, even product design.

It is a crowded, crowded marketplace so you have to do something to separate yourself from the pack and create a brand that is memorable to customers. If they don’t remember you, they can’t come back and buy from you.

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