In the retail industry, packaging is more than just a means of protecting products—it serves as a powerful extension of a brand’s identity. It reflects the brand’s commitment to meeting customer expectations and delivering a distinctive experience. Even small packaging errors can lead to significant consequences, potentially damaging the brand’s image and customer trust.
Gathering insights from different industry professionals and proven studies, this article lists the top 10 mistakes to avoid in retail packaging and how these can be solved.
1. Overpackaging Products
The role of packaging is to protect the product. It need not be bulky with layers. There are costs associated with the material and shipping costs associated with packaging. Using oversized packaging means you are paying extra for the material. Also, oversized means more weight, which will increase the cost of shipping. Moreover, it is a big turn-off for environmentally conscious consumers. It will showcase your brand as insensitive towards the environment.
How Can You Fix It:
Assess your current packaging. Identify what is needed for product safety and brand representation. Stop using unnecessary fillers, use boxes that correctly fit the product and switch to eco-friendly packaging materials. A well-thought-out packaging design not only helps eliminate waste but also improves the unboxing experience for the consumer.
2. Complicated Packaging
Retail brands must understand the difference between secure packaging and overdoing it. Designing protective packaging does not necessarily mean using complicated features that make it hard to open. The unboxing of the product must provide joy and not feel like a task to the customer.
How Can You Fix It:
Look for functional features that can be incorporated into the packaging design. Check for features like tear notches, easy slit, pull tabs and resealable openings. The packaging should be strong enough to protect the product from external pressure, but it need not be so tough that it feels time-consuming to unbox. It can really put off the consumer’s expectations, making it less likely for a repeat purchase. To be on the safer side, check the usability of your packaging by experimenting with different user groups. Gather real feedback from them and work on what can be made better.
3. Inconsistent Branding Across Packaging
There should be one branding message across all media. Inconsistent branding can leave your audience confused. This means that your audience, whenever they spot your packaging, must immediately recognize your brand. This is only possible when there is consistency in the use of brand logo and colours, design styles and visual appeal.
How Can You Fix It:
Create a brand packaging guideline, stating your visual and verbal identity. Mention what can and cannot be done with the brand logo and its placement. It should also define the typography, brand colours, tone of messaging, and material preferences. Make sure the guidelines are sent to everyone included in the team and that it is strictly adhered to.
4. Poor Product Protection
The structure of the packaging and the material quality are important for product safety. Once products are shipped from the manufacturer, they go through several challenges before finally reaching the customer. Poor packaging can crush the product (in the case of fragile items) and cause cracks or bends. The return and replacement process of damaged products is costly both for the customer and the retailer.
How Can You Fix It:
Categorize your products, considering fragility, weight and shipping needs. For packaging material, choose a strong, reliable material which can withstand external pressure and keep the product safe. Inserts and partitions can also be used to keep the product unimpacted. Before your packaging is rolled out for consumer use, conduct stress tests to check its durability.
5. Ignoring Regulatory Requirements
Retail brands must meet certain regulatory requirements when packaging their products. This includes clear labelling, which indicates safety warnings, product monitoring, temperature control, etc. Not meeting these requirements can not only question the product’s integrity for consumer use but also lead to fines, harming the brand’s reputation.
How Can You Fix It:
Make sure your packaging meets local and international regulatory requirements. Check the labelling to ensure it has all the indicators that provide sufficient information about the product and show your brand’s adherence to safety standards. Stay updated on regulatory requirements to avoid facing fines and putting your brand image in danger.
6. Disregarding the Importance of Sustainability
Sustainability takes center stage in the world today. Switching to sustainable materials shows the brand’s consciousness towards their environment and efforts to preserve it. Consumers, too, mostly prefer brands that use packaging that is environmentally friendly.
How Can You Fix It:
Use zero-waste packaging. Keep looking for ways to improve your packaging. Say no to plastic. Make an attempt to reflect your sustainability consideration in the packaging. Include clear disposal instructions, helping customers successfully recycle or reuse the packaging.
7. Inefficient Packaging Process
Retail brands depend on the efficiency of the packaging channel. Without it, be ready to incur unnecessary costs, delays, and supply chain challenges. Whether you need more labour to assemble the packaging, or the packaging produces more waste, or you are using outdated equipment, an inefficient packaging process can contribute to brand failure.
How Can You Fix It:
Organize your packaging process. Shift to automated systems. Regularly monitor operations so that any challenge that may arise can be immediately addressed. Provide training to your team so that they can handle the packaging efficiently.
8. Underestimating the Importance of User Experience
Packaging is the first thing a customer will interact with, even before reaching the product inside. This can be tricky, but the packaging must balance durability, keep the product safe, and be easy to handle. Consumers today are compelled to buy a product solely because of the unboxing experience. Ignoring this could be a grave mistake for any retail brand.
How Can You Fix It:
Consider your packaging as a part of your product. Make sure the design is appealing, it is easy to open, and engaging. Find ways to surprise customers, like maybe include a handwritten note, provide freebies or discount coupons. Brands that show appreciation and value their customers can more successfully build a loyal customer base.
9. Not Optimizing for E-Commerce Delivery
We are a generation heavily dependent on technology. When you can get a product delivered to your doorstep, why would anyone commute to a store to get it? The packaging design should be developed to withstand the stacking, shocks, weather impacts, etc. involved in the shipping process.
How Can You Fix It:
The packaging design should be both visually appealing and sturdy enough for shipping. Check if you could incorporate tamper-proof seals and inserts to keep the product safe. Think of how a consumer will feel when unboxing it. Make adjustments as necessary to provide your consumers with a memorable unboxing and purchase experience.
10. Disregarding Self-Visibility and Merchandising
In-store visibility and presentation of retail products matter. It highly influences a customer’s purchase decision. Not paying attention to it can cause your potential customers to choose your competitor’s offering over yours. Brands must develop a unique packaging design that reflects their brand value and messaging. Stores must strategically place them for maximum exposure.
How Can You Fix It:
Try to provide a glimpse of “what’s inside” despite the packaging. Experiment with in-store placements and monitor sales performance. Make sure the packaging looks unique and easily catches consumer attention.
Conclusion
An effective retail packaging showcases a smooth synchronization between practicality, visual appeal and eco-friendly values. For any brand planning to nail their retail strategy, looking at these top 10 mistakes to avoid in retail packaging is important. Thoughtful packaging appeals to consumers, making them more likely to repurchase. For more information, get in touch with Shipmaster.