What makes packaging successful: 10 commandments

1. Packaging is a matter for management

Packaging is a matter for management because it is also the task of management to do a good job selling good products.

2. Raise awareness for the value of your packaging.

Are decision makers in a company concerned about what packaging costs – or are they paying attention to what it generates in revenue?
 

3. Every morning remember that among your entire sales staff, only the packaging is working hard to sell 24 hours a day!

The packaging is the most important salesperson because nearly three-quarters of purchasing decisions are only made once the buyer sees a product on the shelf.

The packaging is the most attractive salesperson, because it is the most successful at ensuring that products and brands are purchased time and again.

Packaging is the most eloquent salesperson because it provides extensive information.

It only stops advertising your product when it is empty and has been thrown away. As long as it is needed, it is present in the consumer’s home 24 hours a day.

4. Only buy packaging that protects your product, your customers, and you from harm.

Companies that manufacture and bring food packaging into circulation are fully responsible for ensuring that the products comply with legal requirements. That is why it is essential that you ignore semi-professional, allegedly good-value offers. Experience shows that such offers are expensive in the end.
 

5. Check to see whether your packaging speaks the language of your customers!

Packaging is increasingly being differentiated according to target groups, resulting in different packaging sizes, smaller print runs and higher demands on form design. Look for partners that have such offers under control, also with regard to costs.
 

6. Make sure that even Greenpeace would buy your packaging!

Paper and cardboard are naturally sustainable. They are made from renewable raw materials and are also recyclable. 77 percent are recycled! Folding box cardboard is the material of choice for 93 percent of Europeans.
 

7. Make sure that your packaging can do more than that of your competitors!

Not just large enterprises, but also small and medium-sized businesses should take advantage of the opportunity to differentiate themselves through individual packaging design. It is always important that your product and packaging must be one – only then can you be most persua-sive!
 

8. Give your packaging the opportunity to assert itself.

Successful assertion requires decisiveness and the courage to be different. However, usually the exact opposite happens and the creative ideal solution deteriorates under the influence of concerns, objections and killer phrases of criticism to become mainstream and average. In the end, an innovative idea becomes a good old standard brick.
 

9. Look for a partner for your product who is there where you are.
 

Customer-oriented production is production in proximity to the customer. The same things that apply for any partnership also apply in packaging: be available, be a good listener and maintain constant contact.

Once you have taken all of this to heart, obey the 10th commandment:
 

10. Love your packaging like you love your product!

We love your products like we love our packaging.