Packaging is not only containment for a product, it can help make or break a brand. Everything from the package’s design, ease of use, and condition upon arrival communicates and reinforces a brand’s value, and poor packaging can create a negative consumer experience. Aspects such as packaging color, typography, illustrations, and graphics can influence how a product is perceived. How usable the packaging is affects repeat business, and damaged packaging can tarnish a brand’s image. Packaging is often an organization’s first impression. Is your package dressed for success?
What’s the Cost of Disappointment?
You know how it feels… last minute purchasing, ordering the product too late, rushed delivery — all to receive a less than attractive product package. Maybe the package is dented, torn, or crushed. It could have been previously opened, or it’s missing critical components. Maybe you’re a manufacturer waiting for inputs to your process and half the product is lying on the floor of the truck due to poor packaging. This is a disappointment. Disappointing experiences are remembered, shared, and attached to our brands.
When products are packaged poorly — brand loyalty is damaged, and there are consequences. Yet, the concept and its ramifications seem to be intangible, emotional, and difficult to express in objective terms. This makes it challenging to justify investing in processes that directly influence brand loyalty. However, many major brands and retailers have recognized the consequences of “wrap rage” and DIT (damaged in transit); they understand how it affects their brand, and are doing something about it.
What is the Cost of Poor Packaging?
The cost of returns and reshipping in materials, product, and man hours is obvious, but it also adversely affects inventory. Poor packaging cost sales. Consumers may never have the opportunity to experience how great a product is when it’s poorly packaged. Unfortunately, it only takes one bad experience for a customer to become an unhappy former customer.
Reviewing your product’s packaging from the customer’s perspective — from planning and design, to the delivery into your customer’s hands — may save customers from leaving your brand.