In 2018, it’s more important than ever that businesses focus on selling the full package as opposed to just the product. That means looking further than just the basic quality assurances, and ensuring that easy-to-use, aesthetically-pleasing, strongly-branded packaging is used and that every measure has been taken to make the product itself as fresh or undamaged as possible. Whether you have a food or drink business or a materialistic type of product, the key role played by packaging will come into play at one stage or another, and we cannot stress enough how important it is to get this right. Below, we’ve come up with 11 of our favourite facts about the packaging industry, to try and show just how important it is.
- It takes just seven seconds for a customer to decide what defines your brand in their perception. That is telling of just how important packaging and graphic communication can be and could be the difference between your product on the shop shelf and that of a competitor.
- Worldwide, there is approximately $150 billion spent on packaging.
- Love it or hate it, one company that’s basically completed branding is Coca-Cola, the most recognised brand in the world. Research shows that 94% of the world population, or 7 billion people, recognise the red branding of Coca-Cola and the name itself is one of the most understood words in the world, second only to ‘okay’. A prime example of a company that has managed to create an iconic brand worldwide.
- The expiry date on bottled water actually refers to the expiry of the bottle, not the contents inside. Almost every other consumable product will have an expiry date of some kind, making water a rarity – but how much attention should we pay to expiry dates? Read our recent blog post to find out more.
- Whilst we’re on the subject of expiry dates, have you ever noticed that every packet of crisps, regardless of brand, will go out of date on a Saturday? Neither did we, but after extensive experiments of packed lunches, we can confirm and it’s because manufacturing sites have production weeks that start on Sundays. As such, every packet of crisps will have an expiry date of Saturday.
- Apple pay the same amount of attention to their packaging as they do to their products. In fact, they have a secret room dedicated solely to developing and establishing their packaging in their HQ in California.
- Innovative food packaging is always being created; the most recent of these include the Magic Juice Box. Swedish design company Tomorrow Machine is the brains behind this small box, which is made of agar-agar seaweed gel and water only to contain short-term juices and smoothies. The degradable nature of the product means that the box withers at the same rate as the product is consumed and could mark the start of a global trend as the global society seeks more environmentally-friendly packaging options that minimise waste. This is a good example of how packaging can become your USP and set yourself aside from the competition.
- The human eye can distinguish more shades of green than any other colour. With other, more general positive connotations of green, it makes sense for those in the design process of their logo and branding to consider a variation of the colour.
- The smell of coffee as you open a new jar is overwhelming, but in a good way, and your brain will associate the aroma positively in relation with the drink and caffeine you are about to consume. However, the distinguishable scent is actually the product of a special type of spray that is applied to the underside of the lid. This is because coffee producers have realised that the smell of coffee is one of the most tempting aspects about the product, and they want to make the most of this.
- Businesses have reported a 30% increase in consumer interest when brands and businesses focus on packaging. Other studies show that consumers now see the packaging as almost as important both the brand and the product itself.
- The thinnest part of a drinks’ can is thinner than a human hair at just 0.07mm.
We hope this blog has been of interest to you and perhaps opened your eyes a little to how the design of your packaging can affect its success. Those that are just starting out and are unsure of the world of packaging can contact a friendly member of the team here at Kempner, who would be more than happy to help explain all of our products, from shrink wrapping machinery to the shrink wrap film itself and will be able to advise which is best for your line of business.
