'Adequate' packaging design that could prevent brands from achieving top sales potential, building customer loyalty, stems from brandowners' reluctance to change, packaging consultant says

LOS ANGELES , May 25, 2012 () –

A conservative approach often taken by brandowners to design “adequate” packaging could limit the sales potential and consumer loyalty that brands can achieve, according to a packaging consultant, reported PackWorld.com on May 17.

Manufacturers often believe that it’s better not to be too daring or too extravagant with new packaging, but the approach should be to look at the benefits of being bolder with packaging design, said Ted Mininni, president of Design Force Inc., a package and licensing program design consultancy in Marlton, New Jersey.

An innovative, well-designed package conveys added value that sets brands apart, causing consumers to be more likely to stick with the brand rather than switch to similarly-packaged competing products that are lower-cost, he said, PackWorld.com reported.

The cost of a great package usually can be offset with a higher retail price as consumers generally will pay more when the product comes in a package that offers benefits or gives a feeling of higher value, said Mininni.

Innovative, category-leading brands give high priority to packaging design because products that do not have high-quality packaging could give a “mixed message” to consumers, he said, reported PackWorld.com.

Cost should not be the primary consideration when undertaking packaging design as there are offsetting factors that could lower the expense. This includes designs that reduce the weight of the packaging to save on freight costs, said Mininni.

The investment in new packaging also is recovered over time, especially when taking into account that it can add value that consumers tend to be willing to pay for and continue to purchase. Consumer loyalty is the goal of successful packaging, he said, PackWorld.com reported.

Packaging costs also can be cut by shrinking the package size, using fewer layers of packaging, changing substrates, and finding suppliers willing to offer lower-cost options, said Mininni.

Various components of packaging should be considered when revamping packaging. This includes structure, functionality, shelf impact, graphic cues, signature color, and brand communication, he said, reported PackWorld.com.

The primary source of this article is PackWorld.com, Chicago, Illinois, on May 17, 2012.

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