Product Focus
Unpacking the Importance of Good Packaging
By Brooke S. Pisarsky Y
ou only get one chance to make a first impression. Nowhere is this old
adage truer than at retail. In a sea of seemingly similar products, successful manufacturers are faced with the difficult task of catching a consumer’s eye, engaging their interest and clearly communicating the benefits of a product. Captivating packaging is crucial in accomplishing this, serving to trigger emotions and convey key information without requiring much work on the part of the buyer. In addition to aiding customers with their purchasing selection, concise packaging can assist retailers with best assorting their showroom space in order to capitalize on buyer interaction, as well as helping sales associates better direct consumers to the appropriate product. Successful packaging pays off in big ways by strengthening name recognition, enhancing the buying experience, encouraging brand loyalty and ultimately resulting in increased sales for the retailer.
1 PureCare PureCare’s
popular Elements
sheeting line and youth pillow program both exemplify the com- pany’s fresh approach to at-retail marketing. Classified by specific wellness benefits, each Elements sheet set comes in a unique tu- bular canister, immediately set- ting it apart from the traditional boxy shape of most other sheet packaging. By incorporating a product swatch into the base of each container, PureCare creates an opportunity for the customer to engage with the product be-
1 18 Sleep Retailer / Fall 2016
fore buying. With its youth pillow assortment, PureCare takes the conventional package and turns it into something that goes beyond “just” a box. Each whimsical car- ton is designed to double as the perfect carrying case for special treasures. Attentive to “ah-ha” de- tails, the company also provides post-purchase
discoveries: the
Elements sheets are wrapped in a chic branded cuff, while the inte- rior of each youth pillow box fea- tures original hand drawn graphics to be colored in by the pillow’s new owner. By combining visual, tactile and interactive touch points within its product packaging, PureCare creates a dynamic relationship between consumer and merchan- dise, boosting retailer sales and solidifying brand loyalty.
2 Glideaway Concise, branded packaging
isn’t just important for the store shelves. Reacting to the gaining momentum in the direct-to-con- sumer sector, Glideaway just released a newly updated box for its popular Freestyle Com- fort Base. With a focus on brand identity, product ingenu- ity and customer convenience, the revamped packaging clearly communicates the purpose and benefits of the innovative power base. Designed with showroom floors in mind, the new box can be displayed next to the Free- style model or any other bed- room furniture set—allowing customers to learn more about the versatile base while also highlighting the ease with which they can bring the product home.
3 Malouf
Having won several awards and honorable mentions for packaging design, Malouf is no stranger to what makes good packaging. When consider- ing packaging for its elegant French linen, the company decided that less is more and opted for a simplistic, yet rich, approach. Sporting an authen- tication stamp to communicate the product’s genuineness and a modest sewn-on label that avoids visual clutter, each sheet or duvet set comes in a tie-closed, self-fabric bag. By essentially packaging the product in itself, Malouf al- lows consumers to experience first-hand the look and feel of fine French linen even prior to purchase. The end result is a straightforward, what-you- see-is-what-you-get, tactile encounter with a high-quality, high-end product.
3
2
Page 1 |
Page 2 |
Page 3 |
Page 4 |
Page 5 |
Page 6 |
Page 7 |
Page 8 |
Page 9 |
Page 10 |
Page 11 |
Page 12 |
Page 13 |
Page 14 |
Page 15 |
Page 16 |
Page 17 |
Page 18 |
Page 19 |
Page 20 |
Page 21 |
Page 22 |
Page 23 |
Page 24 |
Page 25 |
Page 26 |
Page 27 |
Page 28 |
Page 29 |
Page 30 |
Page 31 |
Page 32 |
Page 33 |
Page 34