Importance of design in packaging

The world renowned marketing guru Mr. Philip Kotler said that failure rate of new consumer

products is as high as 80%. That means that on an average of 100 new consumer brands hitting the

Indian stores only 20 of them survive. So what does it take for a product or stay on the shelf, or

better still get picked up by the end consumer?

When a consumer visits a supermarket or a grocery store he searches for the item which are known

to him or looks at items which he finds visually appealing. Visuals are the mainstay of promoting a

product. The more attractive the package, better are the chances of it flying off the shelf into the

shopping basket.

If there is a new product, a spiffy package may tempt the customer to try the product. Packaging is

often the consumer’s first point of contact. Even in cases of known brands, a re-launch will require

attractive packaging. Without that the re launch will be a guaranteed failure. But there are points to

consider when designing the package:

-the design should be functional. That is to say that it should be easy to use and convenient

-it should protect the content it holds

-allow for easy storage, transportation and distribution

-provide the product information to the consumer

-draw attention to itself amongst competition

No matter how good a product is, poor or drab packaging can keep it from selling. A good design

should reflect the brand and personality of the company. Apart from a good looking package the

manufacturer should also ensure that the shape and materials are equally appealing. Customers also

look for honesty in the brands they choose to use. Simply said, they want to know whether the

contents listed on the package are exactly what they are to find inside it. For this purpose, see

through option in the package, if possible, could be provided in the package design and ensure that

their packages look trustworthy. This can happen if the packages are made from the highest quality

of materials and should be in tandem with the image of the company. For eg, a company promoting

clean and green should also be recycling and innovative.

Uflex Ltd. ensures the production of highest quality of plastics, which are top of the order. Our in-

depth R&D of the market and the needs of the consumers ensure that we manufacture and deliver

only the finest quality to our customers. Top of the line designs and recyclable plastics have been our

mainstay for last many years. Use of creative graphics and shapes has ensured that our packages

hold the end consumer interest for a sustainable period of time.

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