Eliminate Packaging Frustrations
It is argued that packaging is at least as important as the product it contains. It provides the opportunity to communicate considerable information in an instant, whilst also serving a practical purpose. It can make the difference between your products making it into the shopping trolley or remaining on the shelf.
Whilst packaging brings many benefits, it can also evoke negative reactions. Make it difficult to open, excessive in quantity or unrecyclable and customers will complain. If you are considering packaging design, it is helpful to understand what irritates consumers so you can eliminate these packaging frustrations.
Wrap Rage: When Packaging is Difficult to Open
Packaging needs to be secure, protective, and in certain cases, tamper proof. In a bid to protect the goods inside, some brands have inadvertently made it quite a challenge to get to the product inside.
Wrap rage is a term used to describe the frustration caused when you are unable to open the packaging. Back in 2013, a Which? Survey identified that consumers were regularly using knives, scissors, screwdrivers and razor blades in order to get into product packaging. This had resulted in a considerable number of injuries and quite a few trips to A&E.
The last thing that you want is for your customers to associate your brand with physical pain. So, consider ways in which the opening process can be simplified.
Too Much Packaging
In November 2018, Which? Reported the outcome of a poll of 10,000 members. It focused on their views on online shopping. The results showed that 48% of respondents believed that excessive packaging was the most annoying aspect of buying online.
This issue is not only associated with e-commerce. Back in 2009, a campaign led by Jo Swinson MP focused on Easter Eggs. Her research found that 59% of adults agreed that these seasonal treats were packaged to excess. Cadburys, Mars, Nestle and M&S took on board the comments and the following year chocolate eggs had at least 25% less packaging.
When it comes to packaging, less can be more. Whilst it is vital that products reach the customer in great condition, this can be achieved through smart packaging design, rather than multiple layers. Good solutions will provide adequate protection, whilst minimising the need for tape and fillers.
In reducing the volume of packaging, it is possible to cut the time spent on the packing line, along with delivery charges and the environmental costs associated with shipping. When these savings are considered, bespoke packaging can be a highly cost-effective option.
Avoid leaving your customers with a feeling of disappointment when a tiny product is located inside a big, multi-layered box.
Many consumers are concerned about environmental impact and wish to make informed choices. They are actively seeking out brands which make use of sustainable packaging solutions. They look for clear information, which makes it easier to identify and correctly dispose of recyclable packaging materials.
With a backlash against single-use plastic, it is important to explore alternative options. Corrugated cardboard, glass, tin, paper-based packaging or bio-degradable are all sustainable packaging materials, which could provide the answer.
Be creative in your thinking and design and it is possible to encourage packaging reuse, as well as recycling.
Packaging and the Customer
In summary, packaging design can help to win or lose customers. Avoid these common irritations for the best chance to impress.