Have you ever bought something only to find out that when you open the product packaging you are disappointed?
Maybe the product came packaged in a big package and when you opened it there it was… THE PACKAGING GAP! I call the packaging gap, the unjustified space inside a package. It is the space on the packaging that led you to believe you were going to get more product.
Here’s an example….yesterday I was going to cook my breakfast (sometimes I do cook). My husband opened a pack of special (and expensive) ham. The package looked like it had layered the slices of ham all the way across the packet. But once he opened the packaging, it turned out that the ham only filled approximately 50% of the packaging in total. The product was just the part that could actually be seen through the see-through part of the packaging. So there was an empty space within the packaging. It felt like I had bought a jumper without the sleeves or some trousers without one of the legs. We felt very let down and disappointed.
To be honest, the packaging design was appealing and was a big influence in our choice to buy it. But after being misled like that we would not buy this product again. I would even go as far as to reconsider buying from this company because I felt as though my trust had been damaged with them. Later that day, I spoke to some family members and told them about my disappointing experience and how it made me feel. Unsurprisingly they totally agreed with me, because they had similar experiences too. My family members told me “You know what, that happened to us too with X product from X company, and we no longer buy from them. Now we will not buy from this company either”.
Would you like that your customers buy your product, only to feel let down and decide not to buy from you again? I don’t think so. You want the customer to be happy with their purchase. So happy that they buy again and relay this to their friends, family etc.
Packaging is a very important part of your brand because it allows your customers to interact with your products. It helps to build trust and to recognise your brand. You should be paying a lot of attention and efforts to create a great packaging design. That not only makes your customers buy your product but also, generates a great experience about your brand and products. As a packaging designer, being able to put myself in the shoes of the customer is vital.
You should be paying a lot of attention and efforts to create a great packaging design. That not only makes your customers buy your product. But also, generates a great experience about your brand and products. As a packaging designer, being able to put myself in the shoes of the customer is vital.