Why Your Package Is As Important As Your Product

Your product’s most important sales advantage may be the package it comes in. The critical decision to buy, or not to buy, is made at the point of purchase. You have less than 3 seconds to capture your customer and interest them in your product. If a consumer passes over a product on the shelf, the huge cost of new product innovation, research and development, marketing, advertising, and manufacturing has been lost to a competitor’s more compelling package. Don’t let that happen to your product.

Do not underestimate the value of your package. All the end user knows of your product is what you can convey on the package. Often the customer cannot even see or touch the actual product. Persuasive package design is an important factor in the purchaser’s decision-making process. Misjudging the importance can have a negative effect on your overall sales.

Effective packaging design should be considered an investment and not a cost. Packaging expense can be quickly recovered through the uplift in sales performance and brand equity. Treated as an investment and handled as a strategic weapon, the result can often mean huge dividends. Treated as a cost and nothing more than a cosmetic necessity, the effect on the bottom line is likely to be the wrong one.

BIG Design creates packaging solutions that are an item of real value, an added benefit that compliments the final product. Take a moment to view a cross section of projects where we helped our clients gain market share through quality design, and then call BIG!