Clamshell Packaging

Packaging is a big part of the marketing mix. The way products are packaged has a great impact on the purchasing decision of the consumer. If your packaging is wrong your product might not ever get off the shelf. The impact of packaging products is crucial to the life of your business. The use of clamshell packaging is a good example to begin with.

This type of packaging gives visual shelf appeal, enhanced product presentation, increased perceived value, added security through tamper resistance, and product protection. The drawbacks might include the inability to quickly access the product once purchased.

The most important role that packaging can take is the ability to sell the product and build a brand's image. This would include shipping, packaging and packaging bags. That first view that the consumer has of the product is crucial. If the package is noticed and communicates the product's reason for being it can be just as effective as a major advertising campaign at building brand image.

No matter the packaging, shipping, labels, or shelf placement the following things should be considered before determining the above factors:

• Effective shelf impact. A glaringly ugly label will generate shelf impact but not sales.
• Evaluate your competitor's shelf impact. Can yours compete?
• Category considerations. Shelf impact can be of greater importance on the packaging of low brand loyalty products than those that generate higher brand loyalty.
• Package labels need to communicate more information but with less words. Less is more when it comes to information that is gleaned in visual shopping. Prioritize the most important or differentiating aspects.
• Accentuate the uniqueness, if it sets you apart from the competition. If not, communicate the brand and its image.
• Communicate value. If the product costs more explain why. Accentuate the positive.

Packaging can say so much and your product will live and die from the amount of research and thought that goes into your packaging choices.

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