What is Your Packaging Saying About You and Your Brand?

When it comes to creating long lasting impressions, one of the famous sayings is, “You never get a second chance to make a first impression.”

So when it comes to the integrity, value and success of your brand as it relates to how you package your products, we couldn’t agree more.

Let’s play a game.  Imagine you are one of your ideal customers.  Now imagine you are seeing your product for the first time in whatever environment a customer would typically be seeing the product. Whether it’s on a shelf at a big box store, in your mailbox, online or some other venue, look at your package.  Now rate your package on your overall impression, using this acronym that I just made up.  Think VOWELS.  A E I O U.


A – ATTRACTIVE – Does your package look good?  When you look at all the competitive products that are around it, does yours look the best or at least as good as some of your competitors? Does it stand out from the others?

E – EASY – Any parent who has blearily opened toys on Christmas morning before they’ve had coffee can tell you, the easier the package is to open and get to the better.  If your package is in any way frustrating to open, or requires a ninja sword to get it open, you may want to rethink it.  Is there any extra or wasteful material in the package? Does it hold your product properly? The last thing you want is for anyone who comes in contact with your product to be frustrated by it, much less get injured while opening it.  (Yes, this has happened to me)

I – IMPACTFUL – Is your package memorable?  Does it leave that best initial impression? Remember this – Buyers have a greater commitment to fleeing losses than to seek gains. What that means is, if your product solves a problem or will make something painful go away, make sure your packaging takes advantage of that and sends a clear message about that.

O – OBVIOUS – Is it VERY clear to the average person what is inside your package?  Do your graphics properly relay your message or your image? Or if mystique is a part of your strategy is the effect compelling?

U – USEFUL – Is there ANYTHING that can be done with your package once the actual product is removed from it? Is it recyclable?  In our house, a lot of packaging gets turned into art projects.

Buyers today have so many choices with every purchase they make.  There are so many places to go, so many people to ask, it can be overwhelming.  Your package is a great opportunity to stand out and make a lasting impression.  It is in your best interests to look very critically at your packaging.  Use the fresh perspective of your customers eyes to make sure that you have all the bases covered and ensure that your packaging says what you want it to say.