The Importance of Packaging and Labeling
Some people might assume that the package in which a product is sold is nothing more than an aesthetic choice, with the label only serving to list the ingredients. However, they couldn’t be more wrong. Not only is the choice of the package design pivotal for associating that particular product with its brand identity, but its label serves an even more important function. In fact, you are sending a clear message to your consumers via the packaging of your product, and those who manage to fully utilize this have numerous benefits to reap. With this in mind, here are several vital functions of packaging and labeling that you should never forget about.
WarningsA lot of products on the market have ingredients or properties which might potentially be hazardous. Of course the fact that your product is dangerous for 0.1 percent of the population is not enough to pull it entirely from the market, but even such a small risk must not be disregarded. Therefore, your label needs to contain a special warning that will inform all of your customers of the possible threats. On the other hand, if your product contains a common allergen or toxin, it might be for the best to write it in a slightly larger font, or even to display the ingredient in question on a noticeable part of a package.
One of the major problems concerning this particular scenario is that SMBs who manufacture their own product seldom have the time or means to address this issue properly. Nonetheless, seeing as how this is vital for the survival of your brand as well as the actual physical safety of your clients, you need to find a way to approach this problem. The easiest course of action would be to find an online retailer of label writers like Dymo, and purchase the device that best suits your purposes and your budget.
Legal requirementsIn the previous section, we discussed moral and ethical principles that should encourage you to put all important information on the label of your product. Still, these altruistic motives are not the only reasons why proper packaging and labeling are vital. In most cases, you will be bound by law to inform your customers of the contents of your product, and there is no better, simpler or more cost-effective means to do so than through a label.
Making your product more attractiveAnother thing you need to keep in mind is that for small business owners, the idea of impulse buying is one of the most important weapons in your arsenal. Since most businesses in your niche aim at remaining competitive, most of your peers will offer products of similar value and cost. In order for your product to stand out, it needs to at least look superior, which can be achieved through a sleek package design.
Talking about the food industry, even if people stop to read the label of your product, many of them won’t understand much, seeing as how they aren’t chemists or nutrition experts themselves. Thus, they might base their decision of buying the product solely on its packaging.
BrandingFinally, if it is not your first product in the industry in question or if you don’t intend it being the last, you should use consistent packaging design and label template in order to create a sense of brand continuity. In this way, all your future products will benefit from the positive reputation of the previous ones, and you will get a much stronger sense of brand loyalty from your customers. For this to work, however, you need to incorporate your brand color and logo into the design of your package as much as possible.
At the end of the day, it is more than clear that the importance of packaging and labeling stretches through many different levels of your business model. Not only does it protect your customers’ health, but it also legally protects you. Moreover, it also plays a pivotal role in your branding. This being said, you need to invest a fair share of effort into coming up with the best packaging solution for your product if you want to see noticeable results in the nearest future.
Dan Miller is a Payments officer with nearly ten years of experience in banking and international payments in the Australian banking sector. He has a masters degree in finance and banking. He is married and also a father of a beautiful little girl.