In many cases today, packaging is just that – packaging. Take plain white foam cups, for example. How do these cups tie the value of the product inside to consumers? They don’t, really. Most people know that foam cups can hold cold or hot drinks and retain their temperatures for a substantial time. Other than that, there’s not much to interest consumers in regards to foam cups, other than they’re an eyesore when found littering the side of the road, or on beaches.
According to a recent article at Packaging Digest, most consumers do not know the value of many types of packaging and are psychologically impacted most by their negative factors. These include many flexible pouches, paperboard containers, glass jars, plastic bottles, metal cans, etc. According to the article, the problem occurs when packaging companies and related trade associations focus not on the benefits delivered to consumers, but the features provided to direct customers. One example given was that consumers do not want coffee packaging, what they do want is fresh, great tasting coffee. Packaging companies should focus less on packaging, and more on what’s inside, how it benefits those who use or consume it.
The bottom line is that consumers want great products packaged in a way that minimizes both product and packaging waste. In packaging, perception is everything. Consumers crave economic value, and products that are easy to use and do what they promise to do. Consumers often purchase based on emotion and their perceptions of whether the packaging works to keep a product fresh or protected from damage in the case of electronics and other breakable goods. It all boils down to the fact that consumers don’t want packaging, they want a good product. Focus on what’s inside and how your packaging can enhance consumers’ perception, rather than the packaging itself.
At REA JET, our industrial coding and marking systems provide indelible marking solutions for all packaging types, from flexible foils and pouches to glass, plastic, wood, and all types of consumer packaged goods. Regardless of your industry, rely on REA JET for high resolution inkjet printers and other printing solutions that increase production uptime, while lowering costs over the long term.