Listen to This Article
If you have an unlimited budget, a marketing team working ’round the clock, and several batches of focus groups, you might be able to turn your bargain basement product into a sought-after luxury item. Still, even then, you’d be relying heavily upon luck. It is difficult to determine what the market will uniformly embrace, but one of the best techniques is sincerity. If the product is honest about its aims and history, the public will trust it. The curveballs of life.
Of course, we’re not in the business of convincing CEOs to come clean about their products’ questionable ingredients and possible slave labor — we’re not law enforcement or therapists, after all. If your product is universally ignored or your brand is inherently shifty, how do you convince the gullible masses that your wares are suddenly trustworthy? Ratchet up the class, amigos.
Get your Hands on the SmashReport!
And enter to win a FREE brand diagnosis worth $20,000.
*The SmashReport is a monthly newsletter for FMCG and CPG brands, helping them stand out in the competitive retail marketplace.
Elegant Packaging Designs
People trust quality packaging just about as much as they trust quality products. Suppose a customer sees that a particular product is packaged with care. In that case, chances are he or she will fork over a few extra pennies for it, even if the item within that glorious package is something they could make with white vinegar and dishwashing detergent.
Bear in mind, elegant packaging designs are not a matter of encrusting your product with diamonds; they could mean smooth and sensual lines. Clean and uncluttered labeling. Sustainable materials. These little changes can make your product stand apart on a shelf of proletariat utility items.
Stylish Labeling
Whatever expertise might have been absent for your product’s conception must be on call for your product’s label design. Being current with the style of the day gives a product an instant jolt of relevance. And it’s not just the font that needs the reinvigoration; the content could also use a bit of freshening.
Label information is as important as design for boutique items. You must know what is important today and stay on top of current trends for however long your product exists. For example, gluten, nuts, milk and soy are near fatal to a significant percentage of the population, so if your product is totally without those ingredients, play it up. Likewise, if your product can be used by vegans, fruitarians and anyone on the Paleo Diet.
High-Quality Packaging Materials
Giving your packaging and labeling materials a bit of consideration can give your product an instant makeover. If you switch from your glossy, low quality plastic wrapping to a dense, heavy recycled paper, your product will be noticed. Likewise if you choose glass, metal or [gasp!] fabric. Talk about class!
Having an embossed, heavy paper label also reeks of sophistication. Switch from that peel-able plastic film to a velvety papyrus and watch the hipsters come ‘a runnin’.
Brands Sell Lifestyles, Not Products
Your public should fully recognize the benefits of using your product not only in terms of that product’s inherent utilitarian benefits, but also the social cachet it could potentially give them. Decide what kind of consumer would most appreciate your product and speak to him/her directly and no one else. This goes against every natural marketing department instinct, but the more specific you are about who you are targeting, the more genuine your product will appear. Granted, a segment of your potential consumer base might feel alienated, but the people who couldn’t get into Studio 54 felt plenty alienated, and the owners sure didn’t suffer. (Well they did, actually, but for wholly different reasons.)
If your labeling grid space permits, maybe you can include a little folksy story about the company’s origins. My great-grandpa sailed over from the old country in 1897 with a satchel of olive seeds, a near-fatal bronchial infection, and a dream…
Cultural Reference Point
Everyone loves a retro party. Think about giving your label a specific era — preferably the golden era for whatever you are selling. The 1920s was a fantastic time for cosmetics and (ironically) liquor; the 1970s was a mustache wax and tweed sport jacket diamond jubilee. Have fun with your labeling strategy!
Elegant packaging designs can save a product from obscurity or outright demise. Think about the sort of product you want to use (and want people to think you use), and you’ll be well on your way to figuring out your ultimate packaging concept.
Data-Driven Brand Development
Want a best-selling brand? SmashBrand is a brand development agency for FMCG and CPG companies. From brand strategy to packaging design testing, our Path To Performance™ process guarantees a retail performance lift. Book a time to discuss your project with our team.
The Only Agency To Guarantee A Retail Performance Lift.
